To be seen is essential. Presently, the marketing of different well-known brands within the same product category is done with little variation. To marketing professionals, this creates an opportunity to market products in an unexpected way. The use of incongruent market communication and by creating a discrepancy between a well-known brand?s advertisement and brand scheme, which is already established in customers? minds, is one way to be different.

Teenagers are the group that spends most money on clothing. When choosing clothes, the so called internal and external signals could affect the perceived quality of the teenagers. The external signals are for example price, brand and place of purchase while the internal signals are the physical composition of the product as for example garment and size. The perceived quality is the attributes that the teenagers perceive that the specific article of clothing has. Today?s marketing, within the fashion line, is mostly to present the design of the product and aim the marketing for curtain segments and to keep a distance to others that are not within the segment group.

Co-branding är samarbetet mellan två företag som utmynnar i en ny, unik produkt, där kopplingen mellan varumärkena samt gemensam marknadsföring från samarbetsföretagen leder till positiva synergieffekter. Intresset för marknadsföringsstrategin co-branding har ökat i takt med globaliseringen då företagens varumärke riskerar att försvinna i mängden av konkurrerande varumärken och på så sätt förlora viktiga marknadsandelar och varumärkeskännedom.Denna studie ämnar dels öka kunskapen om fenomenet co-branding samt för vilka skäl denna strategi kan vara lämplig att använda och dels hjälpa företag att utröna vilka som kan vara de kritiska framgångsfaktorerna, alltså de absolut viktigaste variablerna för att deras co-brand ska lyckas på marknaden. Vi har intervjuat tre fallföretag inom den svenska modebranschen för att undersöka vilka deras skäl till cobranding är och vilka de kritiska framgångsfaktorerna för dessa samarbeten är. Dessa företag har samtliga genomfört co-branding under de senaste tre åren. Resultatet av studien visar att skälen till co-branding kan vara att skapa en trovärdig varumärkesbreddning, försvara sig mot konkurrenter samt skapa en förhöjd uppfattad kvalitet för konsumenten något som möjliggör prispremium.

ABSTRACTTitle: Strategic Anarchy ? a study on WeActivists' communicative function inside WeSC.Number of pages: 69Authors: Frida Leijonborg, Nils Lindstro?mTutor: Jessica GustafssonCourse: Media and communication studies CPeriod: Second term 2013University: Division of Media and Communication, department of information science, Uppsala UniversityPurpose: Our aim with this paper is to examine the communicative role WeActivists play in WeSC's external communication, and also to investigate what it means to be part of the activist concept as individuals. This will be done by presenting WeSC's key values and investigate whether these are portrayed by the representation of the activists in market campaigns and personal interviews.Material/Method: We have conducted a qualititave study where we interviewed three WeActivists of various age and profession. Furthermore we did a semiotic analysis of 10 images from 7 advertising campaigns.Main results: Our results indicate that WeActivists play a significant role in WeSC?s external communication, and thus signifying that they play a major part in creating WeSC's brand identity.

Bakgrund: Med ökad konkurrens och då nya marknader som e-handeln växer sig starkare blir det allt viktigare för företag inom modebranschen att arbeta för att stärka varumärket och sina kundrelationer. Den fysiska butiken är en viktig del inom den externa marknadsföringen då företaget kan kommunicera varumärket genom interaktion med kunden. Butikspersonalen bör ses som en av företagets mest betydelsefulla resurser som marknadsförare då de har störst kundkontakt. Därför bör företag satsa på intern kommunikation för att marknadsföra varumärket till personalen.Syfte: Syftet med denna uppsats är att beskriva och analysera hur företag kan använda intern kommunikation för att utveckla och motivera sin butikspersonal till att agera som varumärkesambassadörer.Metod: Undersökningen består av en fallstudie av ett företag som använder sig av konceptbutiker för att marknadsföra sitt varumärke. Studien består av kvalitativ karaktär genom intervju med distriktschef, kvantitativ data i form av enkätundersökning med personalen, samt granskning av företagets årsredovisning.

The aim of this thesis was to explore and analyze the sponsored debates on Newsmill, so called seminars. How does the sponsor use Newsmills seminars for marketing purposes? Who is allowed to write in Newsmills seminars?To answer these questions we used both a quantitative survey and a qualitative survey.To examine how the sponsors use Newsmills seminars for marketing purposes we conducted a qualitative analysis which included three of the eleven seminars - a total of 26 articles. We examined how the sponsors conveyed the picture of themselves and if the written content in Newsmills seminars contained any hidden marketing. We could see that the sponsor has a great deal of influence on the seminars and also used them to market their brand with hybrid messages.

The business cycle of the wood flooring branch is currently high however that situation may not be sustainable. In a possible future weaker business climate, the importance of marketing becomes accentuated for firms that aim to maintain their sales levels. We can see trends that competition among the Swedish and foreign manufactures is already stepping up. The intent of this study is to establish marketing guidelines for floor- and molding manufacturers, so they can establish a clearer brand image in DIY retail outlets. By comparing the approach of sports- and DIY stores to brand and product placement, this study aims to bring new knowledge to the DIY branch for improved consumer and product handling.

This study explores how consumers' attitudes and intentions-to-buy towards an atypical product can be influenced by the presentation of the product and consumers shopping goals. Moreover, another product, which was shown together with the atypical piece, was analyzed in order to investigate context effects. The aim of the study is to provide insights into a rather unexplored subject and help retailers in presenting their assortment in a way which will create a better perception and intention-to-buy towards the assortment. The study was conducted with the help of two studies, the first one aimed to find an atypical item and to see how attitudes could be affected by differences in presentation by comparing it with a typical item within the same category. The second study used the identified atypical piece in order to see the how attitude and intention-to-buy could be altered by presentation and consumer shopping goals.

This report compares two different types of insulation with regards to fire and moisture. The materials were tested for the company Fiskarhedenvillan AB, for a wall and a roof construction that the company currently uses in the establishment of Sweden's first certified passive house for international standards.Their current material, Rockwool, is compared to a relatively new material on the Swedish market called SEALECTION Agribalance sold by the company ISO Green AB. The material is a type of polyurethane insulation. This insulation material would result in a more efficient execution of the construction as it provides waterproofing and is applied more easily than Rockwool. From a fire standpoint, literature studies and discussions with fire experts led to results.

Social media is a relatively new phenomenon that has had a huge impact in the way we communicate in recent years. Today it is used daily by almost everyone and has become a billion dollar industry where corporate existence is increasing by every day. But there is not entirely safe to work with social media since customers and visitors can make comments and investigate what others are writing about the brand and form their own opinion. The purpose of this study is to explain the potential advantages and disadvantages for organizations in vulnerable industries with a focus on insurance companies who works with Facebook. The paper takes its starting point in the convergence culture that explains a cultural shift where consumers are encouraged to search for new information and combine content from different media.

The project aims to explore how strong brands are built and what they consist of. I will focus on the subject fashion magazine, ambassadors and the different parts that a magazine consists of. Based on the information from research and literature I?m re-designing the Swedish fashion magazine Solo..

Bakgrund: De flesta är medvetna om att vi matas med och påverkas av varumärken, men sällan om det arbete som ligger bakom ett varumärkes uppbyggnad. Därför är det av stor vikt vid varumärkesuppbyggnaden att förankra de värderingar som företaget vill positionera sig med. För att i sin position kunna differentiera sig gentemot konkurrenter med ett starkt varumärke måste företaget kommunicera samma värderingar, både i den interna och externa marknadsföringen för. Det finns de som anser att man kan utföra detta genom marknadsföring på två skilda sätt, genom att agera ?marknadsförare? eller att agera ?försäljare? gentemot sina kunder, där ?försäljare? ofta är bättre på att skapa relationer där kunden rekommenderar företaget vidare än en ?marknadsförare?.

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.

During the last decade, there has been an increase in the use of technology-based self-services within the retail sector. The increase is particularly noticeable within the grocery market. The reason behind the increased use of these systems is partially due to the fact that companies within highly competitive retail markets continually look for ways of decreasing costs while upholding efficiency. The problem is that it is difficult to understand the true economical implications of investments relating to these machines. The purpose of this study is to investigate and contribute with new insights regarding the cost-structures of the stationary self-checkout systems and traditional cashier desks, within the retail grocery market.

Purpose: The purpose with this study is to clarify what importance a co-occurrence event can have on a smaller town, and also what positive and negative consequences it can have on the town seen from a social, economic and political aspect. I will also look at what magnitude the festival have on the local commercial and industrial life and how it affects those who live there. I will also determent how the moving of the festival might come and affect the local businesses, the local population and the community it-self.Method: I will thorough-out this study work with qualitative research methodology. I will there-for process the empirical data that will be collected and used for this study from a qualitative research methodology point of view. I will likewise go through with two deep-going interviews with people well familiar with the subject to increase and strengthen the validity of my study.