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..

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.

Betong är ett byggnadsmaterial som används i stor skala i byggbranschen. Över hela världen pågår kontinuerlig forskning för att förbättra betongens egenskaper för olika ändamål. De ingående delmaterialen i betongen har stor inverkan på hållfasthets- och värmeutveckling, vilka är mycket viktiga egenskaper för den härdande betongen. Examensarbetet har utförts genom litteraturstudier, laboratorieförsök, kursundervisning och datainsamling av genomförda mätningar. Utifrån erhållna mätresultat har utvärdering genomförts för beskrivning av hållfasthets- och värmeutveckling för totalt fem betongrecept, som tagits fram av Betongindustri AB i Stockholm.

Betonggjutning är ett tungt moment inom byggproduktion och entreprenörer har länge använt betong med flyttillsats för att få en mer lättarbetad betong. Ändå har det krävts långa arbetspass och många tungarbetade moment. Efter lasernivellering, vibrering, slodning och glättning har man kunnat uppnå en yta som nästan är helt jämn. Dock ej så jämn att avjämningsmassa kunnat elimineras för att inte få sviktande parkett eller buktande plastmattor.Självkompakterande betong (SKB), eller vibreringsfri betong som man först kallade den, forskades fram på 80-talet i Japan och dök upp i Sverige i slutet på 90-talet. Det är en betong som innehåller en flyttillsats och en så kallad filler vars gemensamma egenskaper ger en betong som har bibehållen homogenitet samtidigt som den fyller ut formen och omsluter armering endast genom gravitationskraften.

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.

In the field of municipal services there are a wide range of aspects a small community must consider, especially considering that the circumstances in which a municipality operate continuously are changing. The changes include, for example, migration, individual lifestyles, the political governance and environment. Especially the latter might have a big impact on a town based on tourism such as Borgholm. We particularly have taken an interest for how this might affect the internal branding and internal brand communication of Borgholm municipality.Through our research we have found that Borgholm municipality in no particular extent is working with living the brand or any similar concepts. Also, we have found that the success of the internal branding of the organization in a great extent depend on the individuals of the different branches of the municipality?s work rather than on a coherent communication structure which reaches the whole organization..

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.

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.

I början av varje nytt projekt stöter man på de olika alternativ av stomme- och bjälklagskonstruktioner som finns att välja mellan, och frågan blir ofta vilken alternativ som är optimal för den aktuella projekteten.Den optimala lösningen för varje projekt existerar inte, på grund av de olika faktorer och förutsättningar som styr projektet, till exempel: ekonomi, typ av byggnad, terrängtyp etc.Frågeställningen i denna rapport är om limträ eller betong är den mest optimala alternativen som stommaterial i det aktuella projektet.Jämförelsearbetet utgående från förutsättningar har gjorts genom att dimensionera delar av ett projekt med både materialen. Fokus har lagts på skillnader i byggnadshöjd, vindstabilitet och grundläggningen. Resultaten tyder på om man ska bygga ett kontorshus eller flervåningshus vore betong mer lämpligare alternativ jämfört med limträ.Skillnaden i byggnadshöjd finns men är förvånansvärt inte så stor mellan de två olika stommaterial. Dock skillnaden varierar avsevärd när det gäller bjälklagshöjd mellan limträ och betong. Detta pga krav på nedböjning och svikt som ställs på limträbjälklag.Båda stommaterial klara vindstabiliteten utan plintar, som är ganska intressant speciellt med tanke på limträets låga vikt.När det gäller grundläggningen, blev skillnaden betydlig större mellan limträ och betong.Dimensionering enligt Eurokoder har gjorts genom egna handberäkningar och även användandet av programvaran Strusoft..

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.