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.

Products and services have for a long time competed with their brands. For some time now, cities have begun to compete with each other to attract visitors and other stakeholders to come to their town. It is important that the citizens feel as they are a part of the message that the city sends out in its communication.Cities are today working actively with their brands, much like regular companies, in order to create the profile and image in order to be competitive against other cities and places. Cities and places are part of a dynamic process which includes both positive and negative events. These events might have an impact on the brands, and therefore it is a necessity to be able to react on these events to make the most of positive things and deal with the negative in a way that minimizes the effects on the brand.Citybranding as a research field is quite new.

Globalization allows companies to expand and establish themselves in other markets, which can have unexpected consequences for those who are not aware of the controversy or sacrifices that are required, and Gothenburg, Sweden is not an exception. The study has focused on two institutional theories that can explain whathappens when a foreign direct investment takes place, Institutional work and Institutional duality. The study was conducted at Business Region Gothenburg and the interviews took place at department of establishment and investment. The result shows that to overcome institutional barriers they use networking, relations, and marketing of the region of Gothenburg as examples. The paper also argues that by performing some sort of institutional work, institutional duality occurs..

Employer branding in public sectorA descriptive case study on Örebro kommuns work with employer brandingProblem: Previous literature on employer branding is normative and highlights what the work with employer branding should contain in order to succeed. Previous literature lack descriptions of how the actual work is carried out in organizations. Previous literature also takes basis in the private sector and there is a lack of studies conducted in the public sector.Purpose: The purpose of this study is to describe how an organization in a public sector works with employer branding and it also aims to increase the understanding of employer branding.Method: The study is a descriptive case study based on a qualitative approach with semi- structured interviews with two employees at Örebro kommun. Throughout the study previous literature on employer branding is used.Results: We have noticed different activities in the organizations work with employees, leadership and communication that contribute to employer branding. The organization has a well-developed approach for the existing employees that contribute to the employee's personal development.

Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper. H 1 Consumers trust the pharmacy employees? advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies marketing communication H 2 Consumers are enough affected of a company?s marketing communication to choose their brand even if the pharmacy employees recommend other brands. H 3 Building brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees. H 4 Without building brand equity the marketing communication strategy for Ferrosan cannot increase their brand value and create loyalty. Methodology: The research method that was chosen is a detective argumentation that starts from theories and explain different parameters regarding the subject I am concentration on. It is a case study where the companies branding strategy towards pharmacies in Sweden is analyzed bys a mix of semi-structured interviews, documentation analysis and a quantitative research . Theoretical framework: The theoretical model that has been prepared gives me the possibility to analyze different parameters regarding branding that are important when building a brand in an new market.

Syftet med denna uppsats är att studera företaget ÅF:s employer branding-arbete, närmare bestämt samverkan mellan ledningen, HR-avdelningen och marknadsavdelningen.Uppsatsen är av kvalitativ fallstudiekaraktär ochämnar utveckla teori genom en kombination av en deduktiv och induktiv undersökningsansats. Insamlad data är baserad på intervjuer medrepresentanter på ÅF.Sammanfattningsvis har vi kommit fram till att ÅF:s samverkan inom employer branding-arbetet i stort överensstämmer med den teoretiska modell som presenteras. Det finns en huvudsakligen god samordning av ledningens, HR- och marknadsavdelningens samt employer brandmanagers aktiviteter som syftar till att stärka arbetsgivarvarumärket. Dock finner vi en diskrepans mellan ÅF:s och litteraturens definition av begreppet samt en allt för stor fokus på de externa aktiviteterna som en följd av employer brand managers starka band till marknadsavdelningen..

FSC (Forest Stewardship Council) is the major form of certification system in Swedish forestry today and its more than 11 million hectares are covering almost half of the total productive forest area in the country. Its regulations prescribe that at least 10 wind firm trees should be left behind after every clear cutting operation. This study have taken place on 30 recently clearcut objects in Bergslagen, Sweden, were an inventory of the standing stock have been made. The research shows that, with 90 % security, the retained trees together contain 9-13 m3sk per hectare. Pine is the dominant tree and it covers more than half the numbers of retained trees and its volume cover 65 % of the retained trees total volume. Spruce is on second place with 30 % of the retained trees, but only 21 % of the standing stock.

The objective of this study was to uncover what aspects of urban plazas and parks that are most important for users? evaluations of places? aesthetics and microclimate (the characteristic climate for a limited space). This was done by investigating people?s general ideas of plazas and parks (the prototypical concepts) and compare these with place users? descriptions of four specific places. Interviews with two groups (31 and 24 persons respectively) were carried out in order to collect this information.

When discussing nation branding, there are three perspectives that correlate with each other: National Identity, Nation Brand Identity and Nation Brand Image. This thesis explores the nation branding of Sweden, and describe the three perspectives with a focus on Sweden. When comparing how the perspectives are comported with each other, there is the possibility of gaps existing when one perspective does not comport with another. We have compared our empirical material on the different perspectives and looked for possible gaps..

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..

Title: To sell the country of Lagom: a study of the Swedish Institute?s re-branding of Sweden and impact on the swedish citizens Authors: Rebecca Dahl & Ellinor Thungren Aim: The purpose of this thesis is to study the Swedish Institute?s branding of Sweden. We have explored if the branding is consistent with the picture that Swedes generally have of themselves and Sweden, and also looked at which consequences differences in this picture may have. Method/Material: Semiotic analysis and interviewMain Results: The results of the thesis shows that SI?s branded image of Sweden agree with the picture that Swedes have of themselves and Sweden.

Denna studie belyser vikten av relationer i employer branding. Relationer har till följd att kommunikationen av företagskultur och företagsidentitet till företagets målgrupp för rekrytering underlättas. Relationerna skapar även en lojalitet mellan företaget och dess målgrupp vilket gör att de attraheras av företaget..

Aim: Many people react negatively when they find out that I work as an estate agent. They believe that estate agents earn more money then they should. What many do not know is how hard we must work and that it doesn´t suit someone who is looking for an 8-17 work. As an estate agent I thought it would be interesting to found out why the estate agents have such a bad reputation.Method: This essay is based on the interviews with estate agents and branch organizations but also on newspaper articles about real estate agents. Theory is collected marketing, where I have concentrate on concepts of branding, positioning, communication and image.Result & Conclusions: The factors, which I found in my investigation, that have an effect to the bad reputation are; media, commission, the customers and the bidding.

Syfte: Syftet är att öka förståelsen för hur attraktiviteten i regioner på olika sätt kan påverkas. Avsikten är att klargöra vilket tillvägagångssätt som kan användas när syftet är att skapa utveckling och förnyelse på en plats och vilka faktorer som påverkar en regions attraktivitet och image. Metod: Undersökningen bygger på en kvalitativ ansats där empirin har insamlats via seminarier, intervjuer och telefonintervju. Vidare utgår undersökningen från en deduktiv ansats och en intensiv utformning då den bygger på teorier och har för avsikt att belysa djup och nyanser.Teoretiska perspektiv: Undersökningen utgår från modellen Levels of Place Marketing av Kotler et al. (1993).