AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building.

This bachelor thesis discusses various difficulties with architectural paint research. The difficulties are exemplified through a case study ? a paint research on a furrowed string-course in the southern vault of the Royal Palace of Stockholm, which was carried out November ? March 2009-2010 on behalf of Statens Fastighetsverk. The paint research was made in order to receive information about the string-course and to get inspiration for a renewed color scheme on it. The base material of the string-course is Gotlandic sandstone and the surface of it is furrowed.

Several public libraries are displaying media, such as literature, on the websites of their own. The purpose of this Master?s thesis is to make a survey of the display phenomenon at Swedish public libraries. Therefore the authors of this essay seek to understand why media is being displayed on the websites of public libraries, how it is being displayed and what kind of consequences the displaying will provide according to the respondents. The theoretical framework is based on different theories where marketing and availability defines the equal summary.

This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

Modern societies are generally becoming increasingly capitalist in nature and economies of these societies are thus likely to become more focused on consumer consumption. Advertising plays a vital role in contemporary society where we, as consumers and citizens, are surrounded by it everywhere we look and everywhere we go. This puts pressure on advertisers to become more creative and to explore new ways of marketing their products and services in an already saturated environment. We believe that the added pressure and the already established role of marketing in society make advertisements an interesting and telling object for analysis. This is particularly the case with regards to the concept of selling and marketing products that have qualities that are known to be less than beneficial for our health.This paper analyzes four commercial advertisements marketing beer; a product that we argue has qualities that can be seen as potentially bad for the health of individuals and for societies.

Thesis purpose: The purpose of this study is to investigate the interdependencies within the process of partner selection in the fashion and design sector and the emanating criteria for finding the ideal co-branding partner in order to use co-branding as a strategic brand activation tool. Methodology: Multiple Case Study Theoretical perspective: Brand Building and Brand Activation, Relationship Marketing, Strategic Alliances, Affinity Partnering, Co-Branding, Consumer-Brand Relationships Empirical data: Interviews with expert consultants and company representatives (adidas, BMW, BMW MINI, Diesel, H&M, Opel, Philips, Sharp, Volkswagen) Conclusion: Partner selection depends decisively on the different co-branding aims and incorporates the crucial step when using co-branding as a tool for strategic brand activation. The co-branding aim and the corresponding partner lead to various types of relationships, which, in this study, are anthropomorphized to connect the world of marketing and branding to real life. Fashion and design brands have proven to be particularly eligible as co-branding partners for brand activation due to their innovative and trend-oriented nature..

Title: GMO Food ProductsThe issue of marketing and selling them in Europe - A Business and Legal Perspective.Author: Shane KingSupervisors: Anneli Carlsson and Ewa RabinowiczProblemThe European Unions regulations in regard to GMO?s and the approval process for both release into the environment, and onto the market, has been under fire by the USA along with Canada and Argentina. The WTO has ruled on this issue in favour of USA et al.The problem that was identified was in regard to consumer opinion in the EU. How could the EU meet its numerous international trade obligations while at the same time meetingthe needs of the citizens of the Union? Added to that was the issue of whether or not the?EU? perspective was indeed an EU perspective or rather the perspective of a fewMember States.

In Sweden we have a regulated gambling market which means that there are three gambling companies who are operating under the supervision of the Swedish state. These companies have exclusive rights to the Swedish market, divided between them. AB Svenska Spel is one of them and they control all gambling concerning sporting events and the four casinos in Stockholm, Gothenburg, Malmö and Sundsvall. However, since a few years back several Internet-based companies have entered the Swedish market and the competition has become even fiercer in the last years. Due to numerous marketing restrictions the Internet companies have been forced to find new ways to strengthen their brand.

 Background and aim: Media development and digitalization has expanded the PR industry's working area. More participants are on the media market and it is becoming more and more difficult to define what PR really is and what the PR agencies/departments really do. Is PR marketing, information, event marketing or maybe propaganda? We believe that the complexity to define the term PR can lead to a loss of critical approach to the business, especially among young people. Has the PR industry managed to eliminate their negative image among students in upper secondary school and what do they associate with PR today? The aim of this essay is to examine what a selection of students associate with the term PR and if they are critical to the PR industry or not.Method/Material: The method is a quantitative survey.

Due to increasing international competition and new technology IT-consultants has been forced to oversee their business models lately. The main purpose of this study is to investigate the process and consequences of a shift in business model for a consultant by using a methodology based on action research. The empirical foundation consists of a field study with observations, notes, interviews and business related documents. The case describes a consultant?s process of shifting business model from profits based on man-hours to selling a standardized system.

After I heard that two deadly accidents in farming 2003 were created by work with cattle, I got the idea of writing this degree project. So far there are not too many reports written about safety for the worker nor the animal. Therefore it will fit in with a report about safe handling of free stalled cattle. The Swedish Board of Agriculture would also like to do an information material about outside stalled cattle with this degree project as a background. The collecting of material was made by visiting farmers. The goal was to visit 15 ? 20 herds and when this is being written 19 herds have been visited.

This study explores the different effects on attitude and behaviour three frequently used advertising techniques have. The techniques compared are social influence and egoistic and altruistic benefit-appeals. The results showed that ads featuring social influence had statistically significant higher mean values regarding attitude towards the ad compared to both the other ads, and significantly higher mean values regarding brand attitude compared to the ad appealing to egoistic motivations. Though, all advertising effectiveness measures used in this study - that is, attitude and intention variables - indicated that social influence was more effective than the other advertising messages. Thus, in accord with earlier studies, it can be stated with confidence that social influence is an effective tool to use in marketing communications..

Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel.Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies? activities on the Internet.Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels.

The aim of this study is to from a gender perspective to examine whether spa is a place for both genders or it is focused on female spa visitors only. Also to study the organisation`s point of view of gender performances within spa tourism as well as to see spa organizations views on gender distribution.To be able to answer the questions, the qualitative method was used in our research. The method is relevant to our study since we sought to gain a deeper understanding of the phenomenon. During the data collection we have used previous researchs and qualitative interviews. Overall we had conducted four interviews, one of which was the personal interview, two were made by email and one by phone call.

The purpose of this thesis is to outline an appropriate model in order for companies to successfully act and compete physically as wholesalers at the same time as acting on the virtual market by selling directly to the end consumer. The approach of this thesis is hermeneutical and abductive with elements of hypothetically deductive approach. Our research has a qualitative research strategy based on case studies and interviews as well as on secondary data. Interviews were conducted with the case company JaymJay Wear AB as well as with other companies, so called mini cases. The secondary data consists mainly of textbooks, web sites and journals.