The purpose of this essay was to examine the packaging design´s communications related to the colloquially brand's symbolic capital and how they became meaningful through experience and perceptions that led to the identification processes in the consumer society. There were eight interviews of snuff users who became my main collections materials. My theoretical framework was discourse psychology´s emphasis on language and Bourdieu´s concept provided important tools in the analysis of the material.I could highlight that packaging design and the brand had influenced the informants and given them symbolic beliefs and what it meant to sniff a certain brand. Color, brand awareness and price were crucial in choosing where the informants attributed themselves the cans symbolic values to their identity. It could be inferred high and low status perceptions based on stereotypes in the design itself..

Hur kan företag via sponsring påverka sin varumärkesimage och hur använder sig företag av sponsring för att stärka sitt varumärke? Syftet är att undersöka hur företag arbetar med sponsring och hur de använder sig av sponsring med intentionen att påverka sitt varumärkes image. Studien ska ge nyanserande och upplyftande kunskaper i våra frågeställningar och ge företagen ökad kunskap om sponsring och hur de själva kan arbeta med att förbättra sin sponsringsverksamhet.Metod: En studie ur ett företagsperspektiv som genomförts på fem fallföretag. Primärdata har samlats in via intervjuer med respondenter från de valda företagen och den sekundära informationen har återfunnits i etablerad teori samt artiklar. Studiens teoretiska referensram är baserad på befintliga teorier inom vårt ämnesområde sponsring och varumärken.Empiri: En presentation av fem företags sponsringsverksamhet och deras syn på hur sponsring kan användas i syfte att påverka företagets varumärkesimage.Slutsats: Företag använder sig först och främst av sponsring för att positivt påverka sin varumärkesimage och för att nå ut till sin målgrupp.

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..

Uppsatsens huvudsakliga syfte är att öka förståelsen för hur varumärkeskapitalets dimensioner påverkas av en nedåtgående vertikal brand-extension. Med en kvantitativ metod och en experimentell undersökning, med 440 svarande studenter, har vi belyst området. Experimentet baserades på en fiktiv lågprislinje för ett starkt varumärke inom dagligvaruhandeln, i vårt fall Uncle Ben?s. Den teoretiska referensramen kommer från områdena varumärkeskapital och brand-extension.

Authors: Tobias Nilsson & Vedad LjeljakSwedish title: A case of a football club?s brand. En fallstudie om en fotbollsklubbs varumärke, ?Kall hjärna, varmt hjärta och rena händer?AbstractPurposeThe purpose of our study is to understand brand building of a Swedish professional football club. MethodThe method that has being used in the essay is a qualitative study where we have used semi constructed interviews to create a deeper understanding for brand building in a football club.

I den här uppsatsen undersöks vilka nationella värden som tillskrevs naturlandskapet vildmarken i Svenska Turistföreningens årsskrift från 1900-1910. Uppsatsens syfte är att synliggöra hur representationen av landskapet i årsskriften förändrades i samband med en förändring av den nationalistiska diskursen. Undersökningen genomförs med diskursanalytiska metoder, och utifrån perspektivet nation. Vildmarken tillskrivs värden som ?skön?, ?poetisk?, ?vild?, ?öde?, ?orörd? och ?gammal?. Undersökningen visar att vildmarken värderas utifrån dess motsats, nämligen människor, kultur, civilisation och bebyggelse, samtidigt som den beskrivs bli allt mer publik och attraktiv för en större mängd människor.

Consumer involvement in the product development process, co-creation, is being practiced by numerous companies. Previous research has investigated how consumer participation in co-creation affects consumer attitude. However, little is known about how co-creation affects the attitudes of the observervers of co-creation. The effect of observed co-creation on consumer attitude should be important when deciding whether to apply co-creation or not, as the observing consumers make up a larger part of the consumer collective than the participating consumers do. The paper at hand aims to investigate how observed co-creation affects consumer attitude and purchase intentions.

Products and services have for a long time competed with their brands. For some time now, cities have begun to compete with each other to attract visitors and other stakeholders to come to their town. It is important that the citizens feel as they are a part of the message that the city sends out in its communication.Cities are today working actively with their brands, much like regular companies, in order to create the profile and image in order to be competitive against other cities and places. Cities and places are part of a dynamic process which includes both positive and negative events. These events might have an impact on the brands, and therefore it is a necessity to be able to react on these events to make the most of positive things and deal with the negative in a way that minimizes the effects on the brand.Citybranding as a research field is quite new.

Abstract (magisteruppsats, 61-80p)This paper is concerned with the national sentiments in the Federal State of Germany,regarding the east- and west-German cleavages, since the unification of the country in 1990.The point of departure is the nationalistic theory crafted together by the scholar AnthonyDavid Smith, which implies an ethno-symbolistic perspective on the dynamics of nations.The main question in the paper is to which extent you can consider the East- and WestGermans to be a unity, considering the past and the forty-year-division. For this reason theauthor basically uses two different sources: scientific books and the German journal DerSpiegel.Founded on Smith's theory, the study contains a broad explanation for national identities incontemporary states, which ranges from pre-modern times, when the ethnic communities werecreated, to the national world of today.The discontinuity of the German case, represented by the separation 1949-90 of the Germannation into two entirely different societies, makes it possible to draw conclusions about whichfactor that has the pivotal impact on national identities.The result turns out to be that the national historical core-values and symbols of the currentGerman state and nation are more profound than the splitting national sentiments. Thus theGerman nation is likely to recover from its Cold War break-up.Keywords: German unification, A. D. Smith, Nation and nationalism, National identity, DerSpiegel.

Branding is becoming increasingly important to companies within the B2B-sector and they put a lot of effort and capital to develop and strengthen their brands. One way of working with brands is through ingredient branding. An ingredient brand is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. The purpose of ingredient branding is to create competiveness, differentiation and to create quality associations. Ingredient brands can be divided into emotional and functional categories.

The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how product placement in computer games affects players' recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently.

Att en destination utstrålar en stark och positiv image har blivit en viktig faktor för att attrahera turister. En negativ global image av en destination kan bidra till en minskad turism. I denna studie söks en förståelse för hur Amsterdams image påverkas av sex- och drogturismen i staden. Teorier som bemöter primära och sekundära turistattraktioner, sökandet efter nöjes/meningsfulla upplevelser och image segmentering har satts i relation med insamlat empiriskt material hämtat från två enkätundersökningar samt tre semi-strukturerade intervjuer. Studiens analys visar att sex- och drogturismen genererar både en positiv och negativ image för Amsterdam i koppling till vad som är moraliskt riktigt.

The purpose of this thesis is to increase the understanding on how market leading pharmaceutical companies in Sweden limit the market share decrease when these companies patent expires. In order to respond to the purpose, two research questions have been asked: how do pharmaceutical companies deal with market strategies prior to the expiration of a patent: and how the market strategies is used when a patent has expired and as a consequence, generics entered the market. A case study was implemented based on two interviews with a brand manager and a therapy area manager within the company Pfizer AB in Sweden. The results suggest that pharmaceutical companies implement strategies in numerous ways which differs substantially from the theories, this having to do with Swedish legislation. The main aim with the execution of the strategy, before and after patent expiration is not to limit a decrease in market share hence, rather to retain the pharmaceutical companies strong brand image.

Service branding is a subject that has been excluded from the traditional branding theory. Our main purpose with this paper is to distinguish what characterizes service branding. To do this, we have looked in to both service marketing theory as well as branding theory. We have also looked at the existing theory concerning service branding. Six qualitative interviews have been performed to explain what characterizes service branding.

This study is about how a swedish brand within the food industry that experiences a crisis following a product failure. It focuses on three areas following the crisis and these are crisis management, recovery strategies and brand management. This study seeks to explain how these areas interact in relation to massive exposure to mass media and how they interact restore the brand's potential loss of reputation. This study was conducted as a case study with a deductive and qualitative approach. The data gathered to this study was mainly based on newspaper articles and complemented with semi-structured interviews with twelve local retailers of the brand..