Aim: Nation Branding has become an important phenomenon during the last couple of years. The concept talks about how to promote a product by using the features of a nation to gain profit. Among the years many countries has established a strong Nation Brand abroad. In the long run many companies have chosen to use these benefits in an efficient way by promoting their own country brand, especially in their internationalization process. The aim of this study is to see what factors that influence companies in the Swedish food industry while using the fact that they are Swedish when they enter foreign markets. Method: Data was collected through interviews with export managers and sales managers at 6 Swedish companies exporting products within the food industry.

Olika former av allianser har numera börjat utvecklas och bli allt mer vanliga. Eftersom det kan vara svårt att höras och synas försöker företag i allt större utsträckning göra det i nya sammanhang. Den mättade marknaden driver företag till att särskilja sig, vilket ofta med enklaste medel görs med deras varumärken. Varumärken är en stor resurs som används i detta syfte, och de får en allt större attraktionskraft. Företag som är mer varumärkesinriktade har också visat sig vara mer framgångsrika.Den här undersökningen avser behandla co-branding, som uppstår när två företag med distinkta varumärken inom samma eller olika branscher väljer att samarbeta.

 The luxury market has steadily grown from the industrial revolution and onwards. Changes in society, trends and the increased living standards has enabled more people to consume luxury goods.The world is going through a major economic crisis at the moment. Studies shows that companies that have focused on added value rather than lowering prices has survived past financial crisis. It is also obvious that companies act very different during times of crisis. Adding to the problem is trends that point to a more careful consumption and environmental awareness.

Service Design is a relatively new, unexplored and exciting phenomenon that through an interdisciplinary work methodology designs services. A discussion has been going on for a long time regarding whether there is a difference between products and services. Services are often classified as immaterial, heterogeneous, non-storable and inseparable in relation to products. A question that arises is if something specific characterises the work methodology used regarding service design. The aim with this paper is thus to explain the work methodology when working with service design.

The purpose of this essay was to find out how leaders in micro service firms practice HRM and identify which HRM related problems they experience in their leadership. A case study consisting two cases was carried out. The study has shown that leaders in micro service firms use a highly personalised, informal management and involve their employees in the firm?s development. The findings were that leaders of micro service firms do not have any theoretical knowledge of HRM practises because of lack of education.

ABSTRACT Title:                                                Retargeting- When display advertising builds                 loyalty Authors:                                           Mikaela Johansson och Anna Svensson Kjällberg Advisor:                                           Thomas Helgesson Level:                                               Bachelor´s in thesis in Marketing, (15 Swedish       credits) Spring 2014. Keywords:                                        Retargeting, branding Question:                                                    In branding, how should small e-enterprises            work with retargeting? Purpose:                                           The purpose with this essay was to identify how    retargeting should be used in small e-enterprises                             when branding. This was done by comparing two e-enterprises practical use of retargeting, with two                           brand consultants and two retargeting consultants theoretical knowledge within each expertise.   Method:                                            A qualitative method with a deductive approach    has been used to answer the problem statement.  Theoretical framework:                              Earlier theories about retargeting, brand building    and recommended practices, related to marketing                       on the internet, were presented in the frame of       reference. Empirical framework:                                 Primary data were presented by two respondents   representing each area: Companies, Retargeting                        consultants and Brand consultants.Conclusion:                                                   The          marketing tool allows companies and      their               brands to get the chance to appear in                        wide area                      networks on the internet.    The tool is primary used                                                                for a sales                      purpose but the tool also has potential in brand-                                                                       building purposes.

Byggbranschen är en av de mest könssegregerade branscherna på den svenska arbetsmarknaden, vilket innebär att män och kvinnor återfinns inom olika yrkesgrupper och därmed har olika möjligheter och villkor. Prognoser beräknar demografiska förändringar de närmsta femtio åren och ett krympande arbetskraftutbud av individer i arbetsför ålder. Därmed blir det allt viktigare för arbetsgivare att utforma hållbara HR-strategier och en strategi som kan hjälpa dem i den hårda konkurrensen kring en krympande arbetskraft är Employer Branding. Begreppet myntades 1996 av Tim Ambler och Simon Barrow och grundtanken är att marknadsföra företaget som den bästa arbetsplatsen att arbeta på, både mot anställda och arbetssökande.Syftet med uppsatsen är att analysera hur tre företag inom byggindustrin använder sig av Employer Branding, samt hur strategin används för att anställa kvinnor. Genom min studie vill jag också synliggöra den horisontella könssegregering som finns i byggindustrin.

First time labelling occurred was when animal owners marked their cattle in order to distinguish the differences. The need for labelling was added when the trade had expanded during Roman times in order for the customers to know who manufactured their craft. Trademarks are characterized as a way to distinguish one's own product or service from someone else. The marketing purpose is to create an identity. The brand has an important role as an effective competitive tool for businesses.A brand can have many different functions, which will simplify a customer's decision making process in selecting a service or product.

Purpose/Aim: The purpose of this paper is to describe how a number of strategically selected employees at the Swedish Institute, with the purpose to promote Sweden in the world, look at the challenges facing Sweden concerning nation branding in the new era of cooperation within the European Union. I examine how these people look upon the work of public diplomacy and nation branding in order to actively participate and influence the EU's common communications platform.Material/Method: The method used in this thesis is qualitative interviews. The reason why I chose this method is because I consider it to be the most appropriate in order to collect information about how these selected employees at the Swedish institute regard the challenges that lay ahead in terms of nation branding within the European Union.Main results: On the basis of the results I have gained by dint of the analysis, it can be concluded that it is of utmost importance to take the societal changes, which are a result both of the worldwide globalization and the EU cooperation, into consideration when designing a future communication strategy for the Swedish Institute. The nation-state continues to play an important role in Sweden, but its importance is declining as the EU cooperation is progressing. The citizens? identity plays a crucial role in designing a nation?s communications strategy, and from the analysis I conclude that we move not from a Swedish to a European identity, but towards a pluralistic union where multiple identities meet under one umbrella; the EU..

The aim of this essey was to find out what kind of help problem gamblers can get at social service offices in the region Västra Götaland in Sweden. We also examined the knowledge regarding gambling problems at social sevice offices and who the head of the social service offices regarded having the responsibility for the question of helping problem gamblers. As a last question we wanted to know if the size of the population in the community had an impact on these questions. Central questions in our essey asked are:How much help does the social service offices in the region Väsra Götaland offer problem gamblers? Who has the responsabilety to help problem gamblers according to social service offices?What knowledge does the social service offices have concerning problem gambling?Does the population of the community have an impact on theese questions?This is a quantitative study made as a webbservey to the head of the social service offices in the region Västra Götaland.

Syftet med studien var att ta reda på om ungdomar vet skillnaden mellan public service och kommersiella kanaler. Vi ville även ta reda på vad det är som skiljer public service och kommersiella kanaler åt i medvetandet hos ungdomarna, som speglas ireceptionen av olika typer av serier?I studien har vi tillämpat kvalitativ metod i form av receptionsforskning, där intervjuer och observationer har utförts.Resultatet av studien visar att 20 av 25 respondenter tillhörde kategorierna: respondent medveten samt respondent något medveten. Resultaten visar att ungdomar är medvetna om vad skillnaden mellan public service och kommersiella kanaler är. De diskuterar ledigt och öppet kring de olika kanalernas programutbud.

I den här uppsatsen kommer fenomenet god service att studeras utifrån snabbmatsrestauranger. Frågeställningen som uppsatsen behandlar är: hur får företag servicemotvillig personal att leverera god service? Uppsatsens syfte är att beskriva hur företag inom snabbmatsbranschen arbetar för att motivera och utbilda oerfaren personal för att kunna leverera god service. Då uppsatsen skapat ett nytt empirisk begrepp började studierna ute på fältet. Fältarbetet bestod av observationer samt intervjuer med både restaurangchefer och frontlinepersonal på snabbmatsrestauranger.

Uppsatsen har som syfte att studera om, och i så fall hur, employer branding- tekniker tar sig i uttryck vid tre valda av författarna tidspunkter. Employer branding används av en organisation för att framstå som en attraktiv arbetsgivare. Vi har studerat platsannonsers bild och text, och åren som berörs är 1996, 2005 och 2014. Platsannonserna är hämtade från Dagens Nyheters platsannonsuppslag och summeras totalt till 60 platsannonser, fördelat jämnt på dem tre årtalen. Vi har valt att kategorisera materialets employer brandings komponenter i fyra delrubriker -materiella och immateriella erbjudanden, organisationskultur och organisationsimage.

Corporate Social Responsibility (CSR) is a concept that is growing increasingly important, with more and more companies acknowledging that they have an obligation to the environment in which they operate. We were interested in inquiring into why companies chose to do so, even though there are no laws that condition them to engage in CSR. One answer to this might be that companies use CSR as a way to distinguish themselves from the competition as well as to gain trust and goodwill from the stakeholders. When it comes to Corporate Social Responsibility, the question is no longer whether or not companies should engage in it, but how they can gain competitive advantage by doing so. This study aims at providing a framework for possible ways of integrating CSR and branding, as well as different strategies for CSR-communication. We also tried to define how, and why, consumers respond to CSR-initiatives.

It is increasingly important for cities to attract visitors, potential new residents and businesses. Jönköping is one of the cities working with place marketing, a strategy that intends to mediate a positive image of the city, in order to accomplish just that.People often have a need to preserve the memory of a trip into something tangible. Anyone visiting Jönköping encounters a souvenir choice, much like the one in many other cities. Linked to the idea of positive place marketing, our work aims to investigate how we as product developers can create a product that en¬hances the image of Jönköping based on the thought that all residents are con¬sig¬nors. Accordingly, we develop three different products from the residents' own image of the city.Our research questions are:Based on the photographs, what image of Jönköping do the ambassadors mediate of their own city?As designers, what in Jönköping's history versus the image of Jönköping today, can we seize in order to give products for visitors a sense of authenticity?As designers, how can we use knowledge of place branding in the development of souvenirs?We performed interviews within three different aspects: history, souvenirs and place branding, all focused on the city of Jönköping.