Background                      European football has during the past decades seen a fast development towards a more professionalized and commercialized climate. This had led to the fact that a lot of clubs are run like any other company, and the focus on marketing and market shares has increased. To be able to create a strong brand clubs have to put a lot of work into marketing, not only of their own brand, but of their sponsors and partners as well.Purpose                              The purpose of this study is to (in step 1) analyze how two smaller Swedish football clubs build their brand and work with their marketing communication. In step 2, the purpose is to create a model of how these clubs may work to develop their brand and marketing communication.Method                              With a qualitative approach, the authors of this paper have analyzed text and documents as well as performed two in-depth interviews.Findings                             Both clubs lack a well-developed strategy regarding their work with their brand and marketing communication. However, there are in both cases factors that, if developed correctly, could help build a stronger brand and better the marketing communication.

Title:Employer Branding ? Medias Influence on Vattenfall?s Employer Brand (Employer Branding ? Medias påverkan på Vattenfalls arbetsgivarvarumärke) Purpose/Aim:The aim of this study is to examine how a negative media image influences the Employer Brand of the Swedish company Vattenfall. First of all I will examine if Vattenfall have a strong Employer Brand and then if the media image have any influence over the Employer Brand. My hypothesis is that Vattenfall?s Corporate Culture is a big part of the Employer Brand and because of that negative media images has no power to influence on Vattenfall?s Employer Brand.

When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. In the struggle for consumers? attention we find ads to be a tool to achieve wider brand knowledge, whilst PR is rewarded more extensive elaboration once noticed. The study also affirms the causal link between communication credibility, attitude toward the communication and brand attitude.

This report presents a thesis project at the School of Engineering, Jo?nko?pingUniversity, where the task has been to develop a proposal for a parish communitycentre for the Swedish church?s parish community in Bankeryd.Background1 st of November in 2004 the parish in Bankeryd appointed a special commissionof inquiry called Framtidsgruppen (Future Group), to analyse the parishcommunity?s different activities during the past 5 years and analyse the futureactivities and needs for the upcoming 5-10 years. This analysis would underlie theneeds of building a new centre for the parish community.Implementation, results and conclusionThe main focal points which this report is concentrated on has been to develop abuilding that is well suited for the activities, well adjusted for disabled persons andthe building shall be appealing in an architectural point of view.Based on the information provided from the parish community, studies ofliterature, reference objects and discussions with the contact person at the parishcommunity and the instructor of this project, the programming has beendeveloped. The building?s programming has been the source for the continuedwork with floor plans and the building design..

THE ROLE OF TARGET GROUPS IN FEEDBACK EFFECTSBrand extension is one of the most commonly used brand strategies since it reduces some of the risks involved in introducing a completely new brand. There are, however, several challenges associated with brand extensions. One of these challenges is the impact of a new brand extension on the parent brand image, which is known as feedback effect. Feedback effects are the changes in parent brand associations that are caused by a new brand extension, these effects can be both negative and positive. Several previous studies have investigated feedback effects and the antecedents of these effects.

Many companies have a specific dress code in the workplace. In some companies, the code is not very extensive, while other companies have uniform requirements. What is little understood however, is what effect different staff clothing might have on consumer response in terms of satisfaction, purchase intent, attitude, interest and so on. Some limited research has shown how different levels of congruence between individuals in their marketing, and the brand they are representing, can affect customers. To avoid any wrong focus in marketing it is key to understand the knowledge gap on the potential impact the personnel in the store have on its customers.

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

In this paper we describe the issues of credibility in web applications and internet communities. We bring up examples of how other designers have solved credibility-problems. Further we discuss the features we have created for our community, Stickling, to make any visitor to perceive it as credible..

The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers.

Today automotive manufacturers are facing a crisis with increased pressure to strengthen their brands. To prevent declining results many automakers have chosen to extend its brand to other industries i.e. various forms of brand extensions. Automotive manufacturers have developed an international strategy for what merchandise to offer. The strategy has received an overall positive response, however, it does not apply well within the Swedish market where merchandise is sold in less quantity than abroad.

Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand.

The purpose with this essay has been to describe and understand why youth community service became a penalty in Sweden. The political discourse in which youth community service was established has been analyzed with Laclau & Mouffe´s discourse theory. A social constructivist onset and a discourse analysis were the methodological tools of the essay. The result is two folded. Youth community service was created to strengthen the constitutional state, combined with high beliefs of the social services competence.

Bakgrund - Med internets framväxt har nya kommunikationsvägar öppnats och möjliggjort samskapande mellan användare utan koppling till tid eller rum. Wikipedia är ett community som har dragit nytta av den nya teknik, som internet har fört med sig, och sajten är idag den sjätte största på internet. Som alla communities styrs Wikipedia av normer och värderingar (Schouten & McAlexander 1995). Dessa värderingar möjliggör att användarna kan skapa artiklar och därigenom värdet på Wikipedia. Vargo och Lusch (2004) menar dock att organisationer endast kan ge tjänsteerbjudanden och att värdet sedan skapas tillsammans med användaren.Studien kartlägger hur Wikipedias värderingar styr användarna till att skapa artiklar på sajten.

The purpose of this study is to create an understanding for marketing directors? viewabout how event marketing effect the company?s brand equity in four separatebusinesses. Our question formulation the study aims to answer is:How does event marketing effect the brand equity in international companies?We have chosen to perform a qualitative study with a semi structured research interviewto find out how event marketing as a marketing method, can be applied from theperspective of a marketing director in relation to our theoretical reference frame.To create structure and increase the understanding of our thesis, we will describe thebasics in brand and sponsorship theory, which will fall in to the marketing method ofevent marketing. Further we will describe the brand equity model that we will latermodify for our purpose.

AIM This report studies the Swedish vintage store company Myrorna from a branding perspective.METHOD The study has applied the qualitative method where four personal interviews have taken a fundamental ground. The four respondents are taken from different professionals and from different positions by the reason that the brand would be based on a fair assessment. The study is obtaining data that further was collected from the library of University of Gävle, the articles from Emerladinsight.com and remaining pictures- and text materials is taken from the organization Myrorna. The theoretical material have been adapted on the brand Myrorna and then been used to analyze the empirical part. From the general impression that portrays the brand the researcher leads the discussion.RESULT AND CONCLUSION The result shows that the brand Myrorna in some extent do not fulfill the image the brand in the media mediate, between the illusion and the reality there is an empty space according to the research.