Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it?s reaction to the content of the ad.

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.

Betong är ett av de vanligaste använda byggmaterialen vid uppförande av grund och stomme. Betongens egenskaper gör den mycket tålig för yttre påfrestningar och därav gör den till ett mycket användbart material i många olika situationer. Det finns dock problem som kan uppstå vid användandet av betong. Ett av de vanligare är sprickbildning. Det finns flera orsaker till att detta förekommer, till exempel yttre påverkan, krypning, temperatur- och fuktrelaterade rörelser.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..

Goal: To describe which evaluation method is used by Swedish retailers to assess a potential retail location and to describe to what extent the retail brand effects this strategic decision. Design: Analysis of ten interviews with companies within five retail sectors in Sweden. Main study: Indication of what methods are used to evaluate a location and how a company's retail brand affects the decision. Results: Retailers use a mix of theoretical methods to evaluate the location attributes and possible profit. Most common among mixtures was an application of the analog method, residual method or the checklist method in combination with a financial assessment.

Förstärkning med kolfiberkompositer, CFRP, är relativt nytt. Stora betongkonstruktioner är vanliga i det moderna samhället. Exempelvis är majoriteten av broarna i Sverige byggda av betong och dessa blir allt äldre. Broarna ställs också inför nya krav. Större laster och högre trafikhastigheter är exempel på detta.

Detta examensarbete behandlar högpresterande betongs möjligheter i brokonstruktioner. I studien gjordes erfarenhetsåterföringar från Sverige och övriga världen kring HPB samt en beräkningsjämförelse av en redan konstruerad plattrambro. Erfarenheterna varierade mycket från land till land, vissa länder hade kommit långt i användandet av HPB jämfört med andra. Vid många projekt har man kunnat göra kostnadsbesparingar. Det har åstadkommits genom färre stöd, tunnare plattor och enklare gjutningar, ibland har man också räknat in det minskade underhållet och ökade livslängden.

Detta examensarbete behandlar området stålfiberarmerad betongplatta. Istället för att använda en traditionellt armerad betongplatta undersöks möjligheten att använda sig av den alternativa tekniken stålfiberarmerad betong. Stålfiberarmerad betong består av vanlig betong med iblandning av stålfibrer vilket ger den unika egenskaper.Rapporten utgörs av en jämförelse mellan en traditionellt armerad betongplatta gentemot en stålfiberarmerad betongplatta. I jämförelsen används ett referensobjekt som är den nya Konsumbutiken i Sunne där traditionell grundläggning med nätarmering använts. Detta alternativ jämförs med en teoretisk framtagen konstruktionslösning där fiberbetong används.

Målet med detta examensarbete har varit att ta reda på vilken inverkan hyttsten har som ersättningsballast vid betongtillverkning. Genom siktning av materialprover för att säkerställa kornstorleksfördelning, litteraturstudier samt intervjuer insamlades data om hyttsten. Utvärdering och analys av data från siktning, hållfasthetsförsök samt sättmått utfördes av Martin Åström. AKR-analysen genomfördes av Envix Nord AB Umeå. Resultaten från AKR-testen (expansion) resulterade i följande slutsatser: ?Korttids- och långtidstester med hyttsten i betong visar att det inte förekommer någon negativ expansion orsakad av AKR-reaktionen.?Från analysen (ASTM 1260) Mf framkommer det att undersökt naturballast är mer expansiv än hyttsten.Provtryckning visade på följande: ?Hållfastheten är mycket god.

Background: Today, the trademark is the heart of the company and the management of brandimage and identity require certain attention and care. In an increasingly tough business climatewhere the brand today has a central and important role, it is understandable that the companieswant to take maximum advantage of it. In the company the brand is a great resource with analready known identity and established values that can help new products to enter the market. Toextend the brand is a popular growth strategy but it is important to do it properly in order not tofail. J Lindeberg and Peak Performance are two Swedish fashion companies which both havemade brand extensions.

Employer branding (som kan ses som ett företags arbetsgivarvarumärke) är ett begrepp som det under det senaste decenniet riktats mycket uppmärksamhet mot och i denna uppsats undersöks hur ett företags önskade interna employer brand överensstämmer med uppfattningen de anställda har om företaget i fråga. För att undersöka den interna uppfattningen har en kvantitativ undersökning genomförts i form av enkäter som sedan kompletterats med en kvalitativ undersökning bestående av intervjuer för att på så sätt få en djupare förståelse. Företaget som undersökts har nyligen tagit fram nya Brand Ideals som ligger till grund för deras önskade Employer Brand. Den empirska datan har tolkats utifrån de teoretiska begreppen ?värde & värdegrund?, ?företagskultur?, ?varumärke? och ?employer branding? samt tidigare forskning.

Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company.

The purpose of this thesis was to study the importance of an artist?s personal brand from a record company and artist management perspective. We also aimed to investigate how these companies work to create and maintain an artist?s personal brand. The study conducted was a case study based on interviews with staff members of a major record company, Universal Music AB, and an artist management, United Stage Management Group AB.

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.

AbstractTitle: Brand identity vs. Brand image ? a study of Löfbergs Lila, ZOÉGAS and Classic.Number of pages: 38Author: Jessika Löwling HelmerskogTutor: Peder Hård af SegerstadCourse: Media and communication sciencePeriod: Spring semester 2010University: Informatics and media, media and communication science, Uppsala University.Aim: The aim is to study the brand identity as well as the brand image for each of the brands:Löfbergs Lila, ZOÉGAS and Classic. Furthermore the aim is to determine whether the brandsidentity comport with the brands image. Ultimately the study will establish whether or not thebrands can be considered as strong brands.Method/Material: This thesis will first and foremost explain a number of theories related tothe subject which will give a deeper understanding in the subject as well as providing thereader with necessary knowledge to fully understand the study.To create a broad and correct picture of each brand interviews have been made with both thepeople behind the brand as well as with the consumers.The interviews with the brand makers have been made by a questionnaire with questionsabout the brand and its identity.The interviews with the consumers have been made through focus group interviews; twogroups with four people in each group.