Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem.

The focus of the thesis is to examine the regional branding ofpublic libraries in Norrbotten, with the main focus on Piteå public library, in order to find trends that indicate a successful branding based on Hariff & Rowley?s (2011) identified key factors.The empirical data has been collected through a triangulation of interviews and documents. The findings show that they have done a proficient preparatory work prior to the regional branding of the public libraries, and that the libraries have worked together with a communication bureau in their marketing strategies since the beginning of the public library cooperation. The results also show that Piteå public library, through branding efforts, received another relationship with the media where the media now occasionally contact the library.The conclusion of the thesis is that Piteå public library promoted the library through campaigns that provide the opportunity for activities and experiences, and that they want to convey the image of itself as a venue for social interaction. The marketing of the libraries fulfill the most of the criteria, but there are still areas of branding that needs to be further explored..

Detta arbete Fokuserar på att belysa och öka förståelsen kring fördelarna för värdföretag utsatta för olaga kopierings- och plagieringsverksamhet. Globaliseringen tillsammans med den hastiga teknologiska utvecklingen har skapat möjligheter för utomstående företag att basera sin produktion och försäljning på kopiering av andras innovationer, varumärken och produkter. Eftersom plagiering och produktkopiering har på senaste år intensifierats i både tillverkning och handel, räcker inte de gällande rättsreglarna till för motarbetning av problemet. Tidigare undersökningar och teorier har mestadels inriktat sig på de negativa aspekterna produktkopiering bringar samt hur man bekämpar dessa. Därför försöker denna studie inta ett annat perspektiv och belysa positiva aspekter av produktplagiering för värdföretag.

The Swedish real estate market has experienced an intense increase of demand during the last ten years. Thus, people regularly visit real estate websites, as well as home improvement and interior design have become extremely popular. However, the Swedish real estate agencies still have not developed a theoretical framework on how to most effectively market the properties. The main purpose of this study was to investigate how interior in apartment advertising affects the buyer's interest in the apartment, and furthermore to start building a framework for how to effectively use interior as a marketing tool. The study connects theory regarding social identity, advertising effectiveness and product personality in order to investigate consumer behaviour in the real estate market.

The purpose of this study is to generate a greater understanding of the different ways in which music can be used to build an identity and create image within movies, and also to explain the different impacts this can have on the parties involved. Through the history of movies music has been used as a tool for enhancement and for expression of emotions. Through music the audience relates to personal memories or emotional states and the experience is given a deeper impact, helping to create memorable movie scenes. Certain directors have created a unique identity through the use of music in their movies, and also artists have been brought forward by starring in a soundtrack. What we find interesting, and what is also the discussion in this study, is in what ways this collaboration/artistic expression can be done and what impact it has on the parties involved.

ABSTRACT The purpose of this essay has been to analyse an incident that received huge attention in the media that took place on February 24 2011 involving the famous fashion designer John Galliano. Galliano who at the time served as a creative director at French luxury fashion house Dior hurled anti-Semitic remarks during an altercation to a couple at Paris café La Perle. We intended to do a study of the material in two parts. The primary focus of our thesis was to analyse six different newspaper articles that involved the incident. We chose to analyse three articles from Great Britain and three from the United States to get a versatile image of the incident.

Det är svårt att skapa en enhetlig bild av en destination eller stad, och därför är det svårt att skapa ett destinationsvarumärke. Destinationens image, alltså hur folk ser på destinationen och uppfattar den, kan påverka varumärkets framgång, och även tvärtom. Hur påverkar en destinations varumärke destinationens image, och vice versa? Det är vår forskningsfråga i den här uppsatsen. Syftet är att öka förståelsen för hur en destinations image och varumärke hänger ihop och påverkar varandra.

The purpose of this paper is to study how the TV program Border Security: Australia?s FrontLine (Gränsbevakarna Australien) can be seen to reproduce networks of human and non-human actors. The aim is thus to investigate how boundaries between nations are upheld and how people, as a consequence, are discoursively categorized and what preconditions this create for people?sidentity- and meaning-making practices.The theoretical and methodical framework is built upon Bruno Latour?s work on Actor-Network-Theory, and discourse analysis inspired by Michel Foucault. The empirical material consists of two episodes of the TV program.

Förändringar i konsumenters smak, tekniska utvecklingar och tryck från konkurrenter leder till att företag inte kan förlita sig på gamla lyckade produkter. En förutsättning för att företag ska lyckas idag är att de ständigt utvecklar nya produkter för marknaden och många företag väljer att göra det genom varumärkesutvidgning. Innan en varumärkesutvidgning genomförs är det viktigt att fastställa klara och tydliga strategier. Inom livsmedelsbranschen sker cirka fyrtio procent av nya produktlanseringar via varumärkesutvidgning.Syftet med denna uppsats är att undersöka om valet av strategier, vid två av O.Kavli AB:s produktlanseringar, har haft avgörande betydelse för produkternas framgång.Uppsatsen är en kvalitativ studie med en beskrivande karaktär. Designen för insamlingen av primärdata var intervjuer som sedan analyserades med hjälp av de teoretiska resonemangen.Uppsatsens studie indikerar att de strategier kring marknadsmixen som fastställs innan en varumärkesutvidgning i form av produktlanseringar har avgörande betydelse för lanseringens framgång.

The purpose of this study has been to maintain a deeper understanding of how unestablished, professional musicians can get discovered by the music industry by communication, branding and positioning of their brand at social media.We found that fans have a greater impact on unestablished musicians than we previously thought. They have to create an identity for their brand, keep active on social media and engage their fans. Musical artists must maintain an ongoing dialogue to keep their fanbase, preferably with emotions involved. No fans equals minimum attention from the industry. Uniformity and professionalism is also important, because it evokes seriousness.

It is important, for companies operating on a homogeneous product market, to understand and adapt to customer needs. Since coffee is a homogeneous product in food retail it is vital for coffee companies to work extensively with differentiation and the fierce competition. The prevailing homogenity makes it difficult for companies to develop the product itself and must therefore work to create added value to the product.The purpose of this thesis is to carry out a study on consumer decision-making when purchasing homogeneous products, and to examine how companies work to strengthen their brand and gain market share in a homogeneous product market. The market that this thesis highlights is the coffee market.To answer the purpose of this thesis the writers have conducted a questionnaire survey regarding consumers? decision-making process and interviewed two marketing managers for two major actors on the coffee market.

The purpose of this study was to investigate and analyse the consequences of being diagnosed with Asperger syndrome during adulthood. My ambition was to investigate the participants? perspective on how the diagnosis affected their lives and relationships with their partners. To answer the purpose three questions were formulated: (1) How did the participants experience being diagnosed with Asperger syndrome? (2) What have the diagnosis meant to the participants? self-image and self understanding? (3) Have the diagnosis influenced the participants? understanding of their partners and have the diagnosis influenced the partners? understanding of the participants? The study is based on qualitative interviews with two men and two women living in Stockholm, Sweden.

This thesis is intended to respond to the extent to which South African textbooks on the subject of history is linked to the governmental policy documents and whether they are producing and reproducing national identity. The two textbooks are aimed at students in grade 10. Both books were produced in 2008 but published by different publishers.The essay is based on Norman Faircloughs critical discourse theory which has been supplemented by Michael Billings theory Banal Nationalism, which assumes that it is the national words that remind us daily of our homeland that is producing and reproducing national identity.  The survey shows that both textbooks are closely tied to the government policy document for the teaching of history. The textbooks refer to the policy, both explicitly and implicitly. The two textbooks reproduce a common national identity in South Africa based on the discussions taking place in society.

Uppsatsen behandlar ämnet city branding, där undersökningen har för avsikt att bidra till en djupare förståelse för en mindre del inom denna varumärkesskapande process. Genom att sammanföra befintliga teorier inom ämnet city branding presenterar vi en ny teoretisk modell som framhåller betydelsen av att en stads styrande aktör överför sin uttalade vision, värden och framtidsplaner till dess sub-brands. Detta för att kommunicera ett enat budskap, då sub-brands utgör en del i styrande aktörers varumärkespositionering. Den nya teoretiska modellen tydliggör förhållandet mellan varumärkesidentitet och varumärkespositionering genom det vidgade begreppet ledande vision, som i komplexiteten inom citybrandingprocessen kan fungera som ett styrverktyg. Fallstudien utgår från staden Helsingborg, där vi undersöker hur Helsingborgs Stads kommun som en styrande aktör överför sin ledande vision, innefattande uttalad vision, värden och framtidsplaner, till dess sub-brand Helsingborgsfestivalen.

The aim of this thesis is to examine how the Swedish daily press portraits librarians and the profession. I have used a discourse analytic study in my purpose to examine the image of librarians and the profession. I have analysed 34 articles between January 1, 2009 until January 1, 2010 from Aftonbladet and Dagens Nyheter, which are the two daily newspapers with the largest circulation in Sweden. I have used three major questions to answer the aim of my study: In what context do librarians and the profession appear in the daily press?What qualities are librarians assigned in the daily press?What views and attitudes about librarians and the profession appear in the articles?My analysis resulted in three discourses; discourse about librarians? relation to literature, discourse about librarians and the labour market and discourse about librarians and information.