Due to the highly competitive and busy marketplace of today, companies are forced to take unforeseen measures in defending and developing their brands. Key elements like opinion leadership and lifestyle marketing are commonplace and aim to deliver values that are more difficult to define compared to quality, price, looks and usability. This paper aims to develop what should be considered most fundamental to all commercial branding. By investigating the ideologies that are the core of many successful companies, we hope to clarify the importance of communicating these ideologies. The topic is examined by method of quantitative analysis and the main purpose is to determine; what do the companies think of their ideologies, and how do their consumers recieve them? A secondary purpose is also to investigate whether different kinds of consumers recieve the ideologies in different ways..

Syftet med studien var att utreda om överraskningsmomentet inom reklamkampanjer gör att de som blivit exponerade lättare kommer ihåg namnet på varumärket. Undersökningsmetoden är kvantitativ och datan samlades in via enkäter. Vi trodde baserat på tidigare forskning att ett överraskningsmoment inom en reklamkampanj skulle hjälpa till att skapa ett högre brand recall, vilket också blev fallet. Annonser som innehåller ett överraskningsmoment får ett större medvetande hos de som exponeras, det här leder till att de lättare kommer ihåg händelsen och de får därför ett högre brand recall. .

ABSTRACT Skånskt Naturbeteskött is a group of approximately 30 beefproducers in the south of Sweden, who sell their products on the local market. They are certified with Svenskt Sigill, an organisation that works with animal welfare, environmental responsibility, safe food, open landscape and independent qualitycontrol. These producers have to fulfil certain demands regarding pasture and quality of the meat. For this essay I did a market investigation in which I wanted to find out what qualities the Swedish market and the consumers want in their beef. The purpose was to find out what Skånskt Naturbeteskött could do differently to satisfy the market for locally produced beef in the south of Sweden. In the investigation I turned to those responsible for the beef in 12 supermarkets, 4 selling Skånskt Naturbeteskött today, 4 that sold it before but quit, and 4 that never have sold it but might be interested in the future.

The competition between the Swedish municipalities has increased as the world has become more globalized, which means that they need to become more attractive for sustaining sound finances and not to find themselves to have a downward trend. One possibility to show the attractiveness of a place is by using place marketing and therewith attaining a stronger brand position. There are 20 suburban municipalities in the county of Stockholm, of which six are multicultural or are having a minimum of 20 percent immigrants among the residents. These immigrant areas are segregated based on class, income and culture. Problems associated with these areas have historical aspects that dates further back than modern immigration does.

Dagens dynamiska situation på marknaden sätter spår på den befintliga marknadsfilosofin med fokus på kommunikationen mellan företaget och konsumenten. Den moderna teknologin och Internet har utvecklats och blivit mer tillgängliga, vilket har bidragit till att den moderna konsumenten tillbringar en stor del av sin tid på Internet. De digitala nätverken och kommu-nikationen inom dem förändrar konsumentbeteenden och attityder, främjar konsumenters självständighet samt ger kontroll över köpbesluten. De här trenderna påverkar dagens detalj-handel, där konkurrensen och kampen om kundernas lojalitet ökar. Konventionella marknads-föringsstrategier föråldras snabbt under dagens förlopp och kräver mer kreativitet och enga-gemang av företaget.

A frequently asked question in real estate marketing is at what time of the year it is optimal to invest or sell. The aim of the project was to answer this question and to generate a prediction model over real estate located in the centre of Stockholm that takes seasons into account. With acquired sales statistics in Stockholm between 2010 and 2013 it was possible to perform a linear least square regression, also known as Ordinary Least Square (OLS), with describing qualities and season of sale as parameters. Statistical problems such as Multicollinearity and Heteroskedasticity have been taken into account when deriving the model. The result was a highly accurate prediction model indicating the profitability of investing in real estate during the summer and selling during the autumn..

Efter ett antal företagsskandaler bestämde sig Sverige för, som många andra länder, att utveckla en kod för bolagsstyrning. Den första kom att träda i kraft 2005 och 2008 började en reviderad version gälla. Svensk kod för bolagsstyrning är ett regelverk för företag registrerade på börsen. Den innehåller regler och rekommendationer om valberedning, styrelsesammansättningar och arbetsuppgifter för styrelser. I arbetet har vi velat ta reda på i vilket avseende bolag väljer att frångå koden och om detta skulle kunna leda till minskat förtroende för bolagen.

Problem - Det är ingen nyhet att människor idag överkonsumerar och att jordens resursersakta börjar tyna bort. Klädindustrin är ständigt i debatt om mänskliga rättigheter angåendeproduktionen. Barnarbete, långa arbetstider och farliga arbetsplatser är exempel på vad somdiskuteras. Fler och fler företag har dock börjat ta sitt ansvar i fråga om etik och miljö och detses idag som en självklarhet bland konsumenter. Problemet är dock att konsumenterna intevärdesätter de här initiativen utan de lägger större vikt kring pris och trend.

This master deals with the theme youth and public libraries. The essay is based on observationsand qualitative interviews with young people at the ages of 13 to 16 years old, whovisited the public library of Skara, employees at the library, and politicians in the community.The main issue in the study is; what is and what can be done to increase youth utilization ofpublic libraries. I have emphasized on the media stock, the organization of books, theenvironment and the staff of the library, marketing, specific target group, activities, andcooperation with both internal and external forces.Theories about youth culture and some projects concerning young peoples behaviour in librariesare also presented..

Social media is a relatively new phenomenon that has had a huge impact in the way we communicate in recent years. Today it is used daily by almost everyone and has become a billion dollar industry where corporate existence is increasing by every day. But there is not entirely safe to work with social media since customers and visitors can make comments and investigate what others are writing about the brand and form their own opinion. The purpose of this study is to explain the potential advantages and disadvantages for organizations in vulnerable industries with a focus on insurance companies who works with Facebook. The paper takes its starting point in the convergence culture that explains a cultural shift where consumers are encouraged to search for new information and combine content from different media.

En ny värld har skapats med Internets möjligheter till marknadsföring med sociala medier i centrum. Det har satt marknadsföraren på okänd mark då sociala medier introducerar helt nya prövningar då konsumenten själv kan styra över det publicerade materialet som ett företag väljer att lägga ut. Kommunikationens tillvägagångssätt mellan en kund och ett företag har förändrats, och därmed även beteendemönstret för respektive part. Detta leder till många frågetecken som; hur går företaget tillväga? Behåller vi ett traditionellt angreppssätt? Aggressivt eller passivt? Viralt eller direkt?Studien tar an ett kvalitativt angreppssätt där två aktuella aktörer på marknaden har valts ut och därefter intervjuats.

This study aims to disclose how an asymmetric planogram structure of the brand with the highest actual variety may come to affect the brand itself and its category as a whole. The authors of the study feel that there is a gap still unfilled amongst previous extensive research examining how differences in either space or price vary between categories, products or brands. An in-store experiment was conducted by collecting quantitative data from daily sales, observations of customers and questionnaires. The results show that an asymmetric structure leads to customers being more attentive towards the brand, and perceives it to be more dominant over its surrounding competitors. Furthermore, results indicate that the customer perceived variety increases and we see tendencies to changes in sales..

This master thesis has been written in collaboration with Science Park Jönköping and is based on a problem related to corporate innovation. Science Park Jönköping believes that there is an untapped potential in existing industry in the form of ideas that are never commercialized. These theories are also supported in the research in which other authors have perceived that the ideas and inventions which do not belong to the core business risk ending up in drawers. If more of these ideas could be spin-offs or other forms of enterprise instead of staying in the drawers it would lead to growth, both for companies and for the society in large.The purpose of the thesis work is to, based on the case Science Park Jönköping, analyze how science parks and incubators can support the commercialization of ideas that derive from industry, who otherwise had been left lying. The work began with a mapping of the Science Park Jönköping operations and the skills they possess, and then other initiatives that aim to commercialize more ideas from companies were examined.

Today there is something called clutter. Marketers are trying to communicate so many messages to consumers that it makes it difficult for consumers to take in the different market messages that exist.In this paper the authors study how marketers can reach out with a message in today's clutter. They are doing a case study of a marketing campaign which tried to solve the communication problems that clutter is causing. The goal of this campaign was to create a snackis, a Swedish word for a current topic, to reach out with their message. The campaign attracted attention from the media.

Företag letar efter att effektivisera informationsutbytet genom elektronisk handel och fler småföretag väljer att investera i olika lösningar för att erhålla fördelarna med elektronisk handel. Trots nackdelar och barriärer anser de intervjuade småföretagen som har investerat att det är fördelarna som överväger och de är positiva till en fortsatt investering. De avgörande faktorererna när småföretag väljer att investera i elektronisk handel och de erfarenheter och resultat företagen har erhållit genom investeringen har varit en del av syftet i arbetet..