Background: Today, the trademark is the heart of the company and the management of brandimage and identity require certain attention and care. In an increasingly tough business climatewhere the brand today has a central and important role, it is understandable that the companieswant to take maximum advantage of it. In the company the brand is a great resource with analready known identity and established values that can help new products to enter the market. Toextend the brand is a popular growth strategy but it is important to do it properly in order not tofail. J Lindeberg and Peak Performance are two Swedish fashion companies which both havemade brand extensions.

This paper aims to investigate if the underlying effects of the marketing phenomena clutter can be explained by negative priming. Although a lot of research has been made in the field of marketing, many people still claim "all marketing is good marketing", which we intended to challenge. In order to do this a tailored experiment analyzing the effects of clutter was created. The experiment consisted of two activities with the objective to manipulate the participants by making them avoid distracters. To maintain high ecological validity throughout the experiment actual brands were used as distracters.

This study aims to investigate how consumers perceive variety in grocery stores and further how private brands have affected consumers? perceptions of variety in grocery stores.The study focuses on the perceptions and attitudes towards variety and the impact of private brands on perceived variety. Hence, a qualitative rather than quantitative study has been used. Photo elicitation has been used in both focus groups and in-depth interviews, which have been the empirical data collection of the study. Scientific articles and books have also been used in the process.

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..

The purpose of our study is to examine the bloggers? influence on the brand?s image to see whether and if so in what way the blogging trend affects the brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions;Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the credibility through blogs be affected in terms of how brands are presented in the blog? In this study we have used a qualitative method with an abductive nature to create a deeper understanding of our chosen subject.

At several occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not ?good? advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not only for the advertiser, but also for the medium. Although this question has arisen in business media, and although many managers work from the assumption that such relationship exists, there are none or little proof that it actually does.

The purpose of this thesis was to study the importance of an artist?s personal brand from a record company and artist management perspective. We also aimed to investigate how these companies work to create and maintain an artist?s personal brand. The study conducted was a case study based on interviews with staff members of a major record company, Universal Music AB, and an artist management, United Stage Management Group AB.

The competition between brands on a market has led to a differentiation of the product range and the brands shape is more and more important to take consideration to. As a company and as a leader, you must understand the importance of working with a brand building-process int he organization. It is important to take advantage of the core assets you have with the brand and also within the organization.The paper is presenting David Aakers brand building-process witch involves a model for identity and the seed within. Aaker describes that a clear brand identity can help communicate both intern the organization and out to extern costumers, it could help bring clarity to what the brand stands for. And what it wan to send out.

There are many eco-brands on food products. It can be confusing for the consumer to know which one to trust or choose and since July 2012, there is an EU law and a mandatory EU organic label that must be displayed on all food products marketed as organic, eco or bio.Organic brands from a consumer perspective have previously been studied in England. This is a similar study in the form of focus groups, to explore and examine how consumers perceive and trust organic brand or labels in Sweden. It also explores which knowledge consumers have regarding why a product has an organic brand and what it means.The study shows that consumers perceive organic brands by brand recognition rather than knowledge regarding what each label means. It also shows that the consumer is confused by and skeptical to the wide range of markings and symbols on organic food products.

The purpose of this essay is to analyze and understand how producerbrands are able to communicate their brand through today's marketing channels, also how development and changes that occur in the society can affect the producers communication abilities. We have seen a tendency that many retailers have created their own brands that are competing with the producers, this leads to the fact that producers in some cases are having trouble communicating their brand to the end-consumer. The fact that the producers marketing through retailers now is more limited than before, the producers now have to capture the consumers wants and needs through other channels.This essay is based on a qualitative method involving seven interviews. The persons that we've chosen to interview are carefully selected based on their specific knowledge about the subject in question..

The purpose with this thesis is to investigate how Swedish clothing companies create and communicate a personality for their brand. Case studies were conducted with three companies: Nudie Jeans, Koppartrans and J.Lindeberg. These firms can be considered as established clothing brands nationally as well as internationally. The study found that individualism, logotype and moral standpoints play an important role in the creation and the communication of a brand?s personality.

The purpose of this study is to investigate and analyze the marketing in Swedish politics. To clarify and compare the Swedish politics to traditional and commercial marketing strategies is not always simple but at the same time we must understand that the practical work political institutes practice, fuse with many theories and marketing is one such theory. To understand this, I chose to investigate which marketing areas and how within service management, brands, segmentation, positioning/image and marketing channels, affect the politics in Sweden? This study is based on qualitative method in which I had five interviews with politicians. The conclusions can be found in the chapter five..

The retailing landscape has become even more competitive with an increasing number of store formats. One result of this can be seen within different retail-chains as they launch different formats that operate under the same name. Thus, consumers now have many alternatives and substitutes when it comes to choosing which format to shop from. This phenomenon has led consumes to shop across stores for the same brand. The objective of this study is to explain how consumers respond to various offers in different store formats and to determine whether the results differ if we compare a familiar brand with an unfamiliar brand.

Background: A strong brand is becoming an increasingly important factor when surviving on a competitive market. A strong brand can therefore be considered a strategically important resource. The relationship between a brand's strength and its distribution can decide the future of a brand in the long run. Lifestyle branding is becoming a more popular way of differentiating ones brand from the competition. Purpose: The purpose of this thesis is to identify factors which according to the lifestyle brand owners are central when measuring the strength of a brand.

Bakgrund: När IFRS-regelverket blev tvingande för svenska börsföretag år 2005 fanns förhoppningar om att immateriella tillgångar och goodwill, som uppstod vid förvärv, skulle redovisas på ett mer transparent och jämförbart vis än tidigare. De studier som gjorts på området har dock visat att dessa förhoppningar inte har besannats fullt ut. Syfte: Syftet med studien är att jämföra hur börsföretag identifierar och redovisar förvärvade immateriella tillgångar med de uppfattningar som finns hos företagens nyckelpersoner, angående samma tillgångar. Vidare syftar studien till att ge svar på varför eventuella skillnader, mellan sättet att redovisa och nyckelpersoners uppfattningar om immateriella tillgångar, förekommer. Metod: Studien har klassificerats som explorativ då den syftar till att undersöka ett relativt outforskat område.