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.

Title: Artists? identity and image ? a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:? Identity and image when people are viewed as brands? What specifically characterizes the image of the artists when they are seen as brands and what it might mean that artists are considered as brands? How artists identity and image can be highlighted, shaped, influenced and how it can changeIn this study we have used a qualitative approach to get the topic in depth and gain a greater understanding for the subject.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series. Qualitative strategy is conducted by using a case study.

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.

In order to get a better understanding of the interaction between employees and their technical work tools one needs to know what factors influence the interaction. The purpose of this study was to examine if there is a correlation between the personality traits Extraversion (E) and Neuroticism (N), tested with Eysenck Personality Inventory (EPI), and experience of the new Intranet among employees at The Swedish National Transport Administration (SNTA), and also to gather information of employees? opinions about the new Intranet. A survey, containing questions about the Intranet and a personality test (EPI), was posted on SNTA?s Intranet for eight workdays (N = 88, females = 53, males = 35).

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series.

Many? luxury? companies? within? the? fashion? industry? today? choose? to? extend? their? brands downwards? in? order? to? reach? new? customer? segments? and? hence? increase? their? profitability.? A? brand? extension? strategy? that? leverages? the? core? values? of? the? luxury? brand? is? a ?new ?possibility ?for ?luxury ?brands ?to ?position ?themselves ?towards ?a ?broader ?customer ?base.?? Meanwhile? there? is? a? risk? that? the? extension? dilutes? the? image? of? the? luxury? brand? and? has? a? negative? effect? on? the? company? in? the? long? term.? Thus? a? tradeoff? exists? between? becoming? more? accessible? and? maintaining? the? exclusivity? of? the? luxury? brand.? The? objective? of? this? thesis ?is ?to ?investigate ?how ?luxury ?brands ?that ?perform? downward ?brand ?extensions ?to? reach? new? markets? can? succeed? with? this? strategy? without? diluting? the? brand? image.? This? is? achieved? by? studying? the? perceptions? of? the? new? target? segment? towards? the? extension? of? luxury? brands.? The? results? of? the? study? show? that? the? risk? of? brand? dilution? is? minimized when? the? core? values? of? the? luxury? brand? are? transferred? to? the? brand? extension? while? the extension ?at ?the ?same ?time ?is ?successfully ?targeted ?towards ?the ?specific ?customer? segment..

Purpose: The purpose of this study is to investigate why Linas Matkasse has greater success in terms of market share than Middagsfrid despite the similarities of their concepts. The study will also examine potential and existing customers' image of the brands and corporate brand awareness.Method: This study is based on a triangulation in which both quantitative and qualitative methods are treated in the form of personal interviews and a questionnaire survey.Theoretical perspectives: Four theories are addressed in this study and they treat the brand from different aspects. The theories process how to create value, personality dimensions, how companies should act and strategies around brand.Empiricism: The empirical material consists of five interviews, one of which was with the brand manager at Middagsfrid. Then two interviews were conducted with consumers of Linas Matkasse and two interviews with consumers of Middagsfrid. A questionnaire survey has also been conducted.

Background:The value a consumer connect with a certain brand and its design differ from person to person. This value ought to be investigated. Why does people buy expensive things when there are cheaper alternatives? Is it brand equity and/or the perception of a brand?s value that make a difference? People strive to show themselves and to perform through products, which makes it interesting to see to the perceived value of design.Tweens is a group of consumers that are easily influenced to consume products by their surrounding. To choose clothes, shoes and other products after what your surrounding?s demand, is a way of adapting yourself to society.

Objectives. The aim of the present study was to examine the relationship between the personality variables Multidimensional Health Locus of Control (MHLC), Negativ affect and Social inhibition (the D-personality), and health behavior and attitudes toward keep-fit measures.Methods. The participants in this study were 170 embloyees at a regional social insurance office in a midsize town in the south of Sweden. Scales concerning health behavior and attitudes toward keep-fit measures were constructed and the participants completed these scales as well as those of MHLC and D-personality.Results. Participants with strong beliefs that other people, such as doctors or family-members, are responsible for their health, showed a more positive attitude as to keep-fit measures than those with a belief that health is controlled by themselves.

AbstractThe aim of this present study was to investigate whether there is a relationship between birth order and the personality trait narcissism using 181 individuals from Finnveden High School in Värnamo (115 females, 60 males, mean age 17, sd=0,94), in the context of the proposal of Sulloway (1996) that personality is influenced by the specialized nich-es siblings adopt in the quest for access to parental resources. A questionnaire which in-cludes Narcissistic Personality Inventory test, Birth order test and also Rosenberg?s self-esteem test in order to investigate if it might has an impact on narcissistic personality trait, was used. Results showed that there was no significant relationship between birth order and narcissism, however, a significant relationship between narcissism and self-esteem was found. Furthermore, there was a significant relationship between narcissism and the individual?s relationship with the mother.

It is important to identify the consequences of alcohol consumption among university students since over-consumption can lead to health problems and poorer academic performance. The following personality factors, neuroticism, conscientiousness and extraversion, have in previous studies shown to be related to alcohol consumption  and shown to be associated with the university students' alcohol use and living arrangements. This study examines the following question; Is there a link between university students' alcohol consumption, and;1) the personality factors neuroticism, conscientiousness, extraversion?2) their living situation?3) personality factors and living situation together?Participating in this survey was one hundred university students with a mean age of 23.4 years (SD = 2.6). To examine participants' personality, alcohol consumption and living arrangements, the NEO Five-Factor Inventory (Costa, McCrae, 2003) questionnaire was used and the questionnaire also contained self-constructed questions about drinking habits, living arrangements and demographic questions. This study's results indicate that neuroticism, conscientiousness, living situation and extraversion predicts alcohol consumption (R2 = .354, p <.001). Thus, students who have these personality traits and circumstances one by one or together have a increased risk for alcohol over-consumption..

The purpose of this study was to examine by means of Eysenck Personality Inventory (EPI), the relationship between Neuroticism, and self-rated eating problems. Altogether 105 respondents, mean aged 42,3 years, including 11 men and 94 women, participated by answering an Internet-based questionnaire comprising three different sections. Neuroticism correlated with self-rated eating problems (r=,468, p.

Purpose: The purpose of this thesis is to analyze and evaluate essentialprerequisites for companies and corporations aiming at marketingglobal brands in a restricted market.Method:The investigation strategy used for this essay was to perform a casestudy on the Islamic Republic of Iran. Both primary data ? such as asurvey, interviews and participating observation ? and secondarydata ? found in books, scientific articles and the internet ? have beenused to achieve the results. The gathering of empirical data wasperformed inside the Islamic Republic of Iran during two weeks inNovember 2007 in three different cities: Tehran, Ispahân and Bâbol.This was carried out by considering several theories: globalbranding strategies, brand equity, involvement theory andcommunication models.Results: The outcome of this essay show several factors that should be takenin consideration in relation to marketing global brands in Iran. Manycompanies have chosen adaptation as their promotion? and productstrategy because of countless rules and restrictions hindering globalmarketing.

The purpose of this research is to examine how a ogranization can create Word-of-Mouth and how they can use this type of marketing to make their brand stronger..