A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

As self-service technologies become more common in service provisions, a deeper understanding is needed of how customer satisfaction is affected by automated service encounters. Drawing from theories of customer satisfaction, human interaction, and the dynamics of complex service provisions, the differences between automated and interpersonal service encounters in the initial part of a service provision are examined in terms of customers? evaluation of the service encounter itself, overall satisfaction, as well as the service encounter?s impact on global evaluations and evaluations of other non-dependant service encounters. The study was performed on people travelling by air on Swedish domestic routes. Passengers were asked to evaluate the airline?s performance on different attributes of the air travel they had undertaken, as well as to form an overall evaluation of the service.

Sensory marketingAn effective instrument for libraries? We are living in a world of constant communication and information and because of that, marketing in general seem to have no distinctive effect. Consumers become overwhelmed by all the advertising messages. Due to this, it is clear that organizations like libraries must create a deeper and more personal connection to increase user satisfaction and foster the use of services, among both users and potential users. One way to achieve this is to make use of all the emotional elements of a product or a service.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented.

Konkurrensen blir allt hårdare på den globaliserande marknaden. Fler företag inser därav vikten av att ha ett starkt varumärke. Ett sätt att uppnå detta är att skapa starka associationer kopplade till varumärket. Associationerna kan förmedlas och uppfattas via olika attribut som kan länkas med ett varumärke. Attribut kan exempelvis bestå av egenskaper, attityder och fördelar.

Syftet med uppsatsen är att undersöka behovet av extern revidering, bankernas förväntan och revisionsfirmornas förutsättningar att revidera hållbarhetsinformation. Författarna berör även huruvida nationella och internationella påtryckningar har påverkat hållbarhetsredovisningen.Metod som använts är fallstudier med semistrukturerade intervjuer.Fallföretag: Handelsbanken, SEB, Swedbank, Deloitte, KPMG och Öhrlings PricewaterhouseCoopersVår studie visade att hållbarhetsredovisningen idag är försumbar ur ett låneperspektiv. Idag klassas redovisningen som ett komplement till den traditionella årsredovisningen, en viktig förutsättning för att höja dess acceptans är extern revidering. Revisionen skulle underlättas av en harmonisering av redovisningsreglerna, då ett problem idag är att det är stora variationer i företags kriterier och riktlinjer, en harmonisering skulle även leda till ökad jämförbarhet företag emellan. Det första steget mot internationell harmonisering har kommit från EU genom moderniseringsdirektivet.

Inspired by the current debate over the effectiveness of Public Relations (PR), the authors of the following thesis have sought to analyze how PR and advertising differ in terms of how they affect consumers. The subject of the thesis was chosen due to the lacking knowledge of how PR shapes consumer attitudes and intentions. The authors wish to upset the institutionalized myths which dominate in the PR-business. One example of such a myth is that the effectiveness of PR can be measured by the number of press releases an activity produces and that PR?s superiority over advertising is due to its higher trustworthiness.

Purpose: The aim of this thesis is to examine how word of mouth and buzz marketing affects Uppsala´s businessstudents attitudes towards Red Bull. To solve this purpose we intend to answer some underlying questions.Theory: We have used relevant theories within word of mouth, buzz marketing and consumer behaviour. Our thesis will bring up the essential parts within these three different theories that we believe are relevant to our purpose.Method: In this thesis we have used both quantitative and qualitative methods such as interviews and questionnaires. The questionnaires will be handed out at Economicum at Uppsala University.Empirical study: This part is based on our questionnaires handed out to business students at Economicum, but also on our interviews made with employees working for Red Bull.Conclusion: Our empirical study has given us a clear picture of how Red Bull works and use marketing tools to promote their product. Through our questionnaires we have also found out what attitudes consumers has against the brand and the product.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

International organizations are important actors on the stage of world politics, and how these actors securitize the climate change issue is of importance for how it will be tackled by actors on global and national levels. The purpose of this study is to contribute to research on climate security discourses and how climate change is defined as a security concern amongst different actors. This study, in contrast to previous research, focuses on systematically mapping the definitions made by different international organizations by asking: whose security is at stake; who is responsible for responding to the threat; how is the nature of the threat defined; and what responses are suggested? By analyzing material consisting of a variety of documents and statements from five international organizations, I aim to identify differences between these actors ? in how the climate change issue is conceptualized from a security perspective. The result of the study shows that only one of the organizations shows clear elements of the national/geopolitical security discourse, while all of the other actors primarily use the human security discourse.

Rapporten ska bidra till att skapa en förståelse för den befintliga situationen i Bohusläns skärgård. Genom att ställa de risker som finns i den typiska bebyggelsen i området mot de resurser som finns har ett underlag skapats för att bedöma om insatser kan genomföras på ett sätt som lagen kräver. Bebyggelsen i Bohusläns skärgård består till stor del av gamla fiskesamhällen och i stort sett alla byggnader är uppförda i trä. Då även platsen att bygga på har varit begränsad har byggnaderna blivit mycket tätt placerade. På flera av öarna i skärgården bor det människor året runt och under sommarmånaderna då sommargästerna anländer ökar befolkningen dramatiskt.

The world is getting smaller. Global markets, political processes and communication technology bring people together. Even though many of these processes are dynamic and constructive, they have also resulted in a need for better and more effective ways of international conflict resolution. This thesis investigates central issues connected to the concept of humanitarian interventions in relation to current and future legislation of the European Union. The overall question is whether the rapid globalization process has resulted in a change of international law towards more liberal view where authorization of the security council is not always needed? And, if there has actually been such a liberalization, how does that affect the legal possibilities for the European Union to carry out armed operations without the consent of the global community?The conclusion of the thesis is that international law has been modified mainly in two aspects: First, the concept of sovereignty is no longer seen merely as a right of the nation, but also as a responsibility.

Sammanfattning Titel: Design ? en förmedlare av varumärkets identitet Fördjupning: Marknadsföring Författare: Daniel Andersson Jennie Pettersson Maria Rudenschöld Handledare: Christer Kedström Frans Melin Problem: I en värld där konkurrensen ständigt ökar, blir det allt svårare för företag att differentiera sina produkter på marknaden. Företagets varumärke och design har kommit att spela en stor roll då deras produkter skall särskiljas från konkurrenternas. Det krävs en medveten strategi och ett kontinuerligt arbete från företagets sida för att skapa en framgångsrik varumärkesidentitet och produktdesign. Ett sätt att skapa en tydligare position på markanden mot konsumenterna och gentemot konkurrenterna vore enligt vår mening att integrera arbetet med varumärkets identitet och design.

Varumärkesarbete blir allt vanligare i Sveriges kommuner och därmed en del av arbetsuppgifterna för offentliganställda kommunikatörer. Syftet med uppsatsen är att ta reda på hur kommunikatörer resonerar kring varumärkesarbete utifrån demokratiska och ekonomiska värden. Intervjuer har gjorts med kommunikations- och informationschefer i tre västsvenska kommuner. Deras svar har sedan satts i relation till den demokratisyn som presenteras av Demokratiutredningen samt Gromark & Melins begrepp brand orientation, i uppsatsen översatt till varumärkesorientering. Gromark & Melin argumenterar för att en ökad varumärkesorientering i den offentliga sektorn bättre bidrar till mer demokrati än den market orientation, eller marknadsorientering, som de menar är dominerande i dag.