Brands are the instruments corporates use to create and communicate brands reputation. Within the different industries for consumer products intangible assets such as brands are known to have great importance for corporate prosperities. When consumers experiences a specific brand symbolizes best possible value for money, the corporate behind it has managed to create a unique competitive advantage that should be to its full potential. Strong brands can pose the difference between winning or loosing on the market. Due to this brands should be considered as cost-effective instruments since they help create financial advantages such as consumer loyalty.

Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad.Syfte: Syftet med denna studie är att skapa en förståelse för hur fenomenet corporate rebranding fungerar inom en dynamisk marknad, där vi valt att utgå från telekombranschen som exempelmarknad.Metod: Studien har en hermeneutisk ansats med ett deduktivt angreppssätt för kopplingen mellan teori och empiri. Studien har vidare använt sig av en komparativ design med fallstudieinslag utifrån en kvalitativ strategi.Referensram: Referensramen består av teorier om dynamiska marknader som leder in till globalisering, lokalisering samt glokalisering. Därefter definieras varumärke med respektive underliggande teorier och avslutningsvis corporate rebranding.Slutsats: Den dynamiska marknaden har gett upphov till ett stort antal rebranding-processer inom branschen, där tre strategier för att hantera ett nytt globalt varumärke har identifierats. Slutligen har varumärkets roll inom branschen blivit av en mer dynamisk karaktär där syftet är att ha ett varumärke som är mest lämpat för de förändringar som skett inom såväl den interna som externa miljön..

The thesis examines the crisis that the Swedish-flagged merchant marine underwent in the 1990s, that resulted in a narrow market for the Swedish-flagged fleet. In order to save the industry, the TAP- agreement was created, consisting of three parties, government- market and interest organizations.  Purpose in this thesis, is to exam how the TAP-agreement was carried out in relation to the parties, and how it correlates in relation to how the global political economy affected the Swedish maritime politics. Two questions are presented. Is the TAP agreement an expression of Swedish corporatism?  Which aspect of Global Political Economy is characteristic for the TAP agreement? A case study is preformed in three steps. The different parties of the TAP-agreement have been interviewed.  A comparative study of two Swedish crises has been performed, in order to establish the correlation between them, in regards to corporatism.  A survey, with the aim to pinpoint which aspect of Global Political Economy is characteristic of the TAP agreement. Findings in this thesis are that the TAP-agreement was designed through corporatism, and that the most important aspect of all, the Swedish flag was worth saving, for all parties. .

Med globaliseringen ökar antalet multinationella företag vilket medför att många varumärken byter nationalitet när fusioner och förvärv genomförs. Många varumärken marknadsförs i sin tur med sitt ursprung vilket skapar ett potentiellt problem kring tvetydighet. Studier visar att ett varumärkes ursprung kan påverka konsumenter i deras köpbeslutsprocess då bland annat stereotyper om länder spelar in. Uppsatsens problemformulering är: Vilken betydelse har brand origin för globala varumärken som ägs av multinationella företag? Huvudsyftet är att undersöka varumärkens brand origin avseende hur konsumenterna uppfattar dem samt hur företagen marknadsför dem.

When implementing syncronous filters with global clock nets, a substantial amount of energy is consumed in the clock net. Hence, it is interesting to reduce the size of the clock net, which in turn will reduce the total energy consumption. One way to acheive this, is to create a SIC (Structured Interfacing of Computational elements) since such a structure can be created without a global clock net. Our results show that a fifth order wavedigital filter with a sample rate of at least 10M samples/sec may be achieved.

It has become increasingly important for businesses today to create a strong customer loyalty tie between their brand and their customers. In most markets today a lot of companies fight for market share and loyal customers. The increased uses of Internet and Internet commerce have made it possible for companies to create relationships with their customers through their websites. The Internet has also opened up new ways for customers to quickly and easily price compare products on price comparison websites. This means that customers have become more price conscious which has lead firms to fall into a price war with the competitors. The purpose of this paper is to examine brand loyalty in the consumer electronics market and go into detail on how web shop role affects the creation of loyalty to companies that are either a shop or do not have an online store. To examine this, a survey was made online and an interview was made with the President on Salesoogle Niklas Rasmusson. The questions and the interview of the questionnaire focused on confidence in online commerce and physical stores.

AbstractEqual opportunities from an employer brand perspective- What does the future manpower inquire?Authors: Erik Frick & Niklas HalldénInstructor: Karin JonnergårdExaminer: Sarah PhilipsonBackgroundWe are living in a society that originates from a patriarchy founded many thousand years ago. This has put women in an inferior position in the labour market. To promote equal opportunities we argue for that companies can utilise employer brand. Employer brand is a new theoretic concept that is being used more frequently among scholars and companies.Presentation of the problem? Which role do equal opportunities play to attract potential manpower from an employer brand perspective?MethodOur method has a quantitative approach and we have choosen to carry out a survey.

An uncountable number of companies are present in foreign markets as a result of what we commonly choose to call globalization. This is especially true for Swedish companies traditionally operating on small markets. A company that is about to establish on a new market is faced not only with possibilities but also with challenges and risks. Researchers have found that companies that establish on foreign markets will have to deal with competitors on the national as well as on the global market, and therefore need consider how they globalize their brands. In addition to this, a brand can only reach international success if its message is coherent within and across every single market.

Kevin Roberts has extended the comprehension of strong consumer brands to a higher level where loyalty beyond reason is established. He calls this new status Lovemarks. As the concept of Lovemark has only been applied in B2C markets, this thesis is directed to find out the applicability of Lovemarks in B2B context. In order to fulfill the research purpose, three main questions are answered based on a cross-sectional research approach: What role do intangible factors play in B2B branding? Is the idea of B2C Lovemarks transferable to B2B context? How should a B2B Lovemark be characterized? The results of the qualitative interviews indicate insights of high investment and involvement, integrated brand communication, balance between function versus emotion, brand?s trustworthy personality, customer partnership, and finally, the potential establishment of B2B Lovemarks.

Kroniska hudsjukdomar har tidigare uppvisat samband med låg global självkänsla. Personer med låg global självkänsla kan istället ha hög villkorad självkänsla, som till exempel kompetensbaserad- eller relationsbaserad självkänsla. Syftet med föreliggande studie var att undersöka självkänsla i relation till hudsjukdomar, självobjektifiering och socialt stöd. I studien deltog 132 försökspersoner. Data samlades in med hjälp av enkäter.

There is a tough competition in food-stores these days. Storeowners have been forced to try something new to attract customers. One way to accomplish that is to add private labels to the assortment. There are several benefits with these labels; its higher margins for this type of brand and the brand can also strengthen the stores image in the customers mind. When private labels first entered the market, the customer had a relatively low attitude towards the brands.

The globalization of today?s society has enabled consumers to acquire products and services from all over the world. Global organizations have the entire world as a playfield and offer products and services across markets. Regardless perception and transparency of the global market, consumers are still individuals. Consumers may have different perceptions and ideas about products, their functions and usage.

Purpose/Aim: The aim of this paper is to find out how the new media landscape and new communication channels is altering how companies and organizations can reach out with their messages. The aim is also to shine light on the different trends within advertising today and also to discuss the Tivo-effect ie. that consumers are doing whatever possible to avoid advertisements.Material/ Method: I have used a qualitative research method where I have interviewed a number of people working in advertising in Sweden. The paper also includes material from books, article and various websites.Main results: In order for advertising agencies to create successful advertisement and to generate positive associations around a certain brand, it?s crucial that the advertisement is relevant for the target group.

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

Denna uppsats handlar om hur Världsbutiken Globalen kan gå till väga för att skapa ett starkt corporate brand, det vill säga ett organisatoriskt varumärke, vid etableringen av en klädbutik. Syftet är att undersöka hur en organisation kan gå till väga för att bygga ett corporate brand med begränsade resurser. Information om Världsbutiken som organisation och deras arbete kring rättvis handel har vi erhållit genom en intervju med Fredrik Pettersson på Globalen. För att finna framgångsfaktorer inom varumärkesbyggande har nyckelpersoner på mindre företag intervjuats. De empiriska resultaten har sedan analyserats utifrån marknadsföringsteorier om varumärkesbyggande.