The purpose of this study is to investigate and increase the understanding of how the two commercial companies IKEA and SAS and the two aid organizations/nonprofit organizations UNICEF and Save the Children use perceptions of Christmas to produce messages in their Christmas advertising/commercial film. The study also discusses if there may be communicative and pictorial similarities and differences in how these brands constructs messages in commercials, and why it may be that the brands choose to use these messages in commercials based on the recipient possible interpretations. The theories used in this study are promotional culture, framing theory, preferred meaning, semiotics (denotation and connotation), myth and rhetoric (ethos, pathos and logos). The method used to answer the purpose and issues are the qualitative method that uses the theories semiotic and rhetoric to analyze the material. The study's results derived from the qualitative content analyzes of the material (the brands IKEA, SAS, UNICEF and Save the Children Christmas advertising films) show that IKEA message might want to show that they want to help the customer and that they pay attention to the customer needs.

Purpose/Aim: To identify which channels of communication are most effective in conveying consumer brands to students. The main areas of research are social media, brochures , employees, and face-to-face interaction as with job fairs, study visits and lectures.Material/Method: Group interviews, literature, electronic sources, Internet sources.Main results: The results of the study show that employees are seen as the most trustworthy source since they are thought of as the most honest. Social media are seen as the communication channel with the broadest range of information but with the possibility of appearing unproffesional. Brochures were considered to be the least effective communication channel as these are rarely read and when they are, often seem contrived and give an overly rigid impression of the company. Face-to-face communication was considered to be the most effective way to gain a professional connection but was as viewed upon with certain skepsis due to the companies tendencies to at times present a false projection of themselves at events such as job fairs.

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..

Today most studies regarding marketing are made on traditional marketing channels, answering questions like which jingle is best or which TV-channel a company should focus their marketing budget on. There is also the science regarding the best way of marketing on Social Networking sites or how to get as many 'likes' as possible, and so forth. However research has also been made in the field of in-store marketing and how a retailers or brand owners can affect customers in "the moment of truth". Until now most of these studies discuss how to get the attention of the customer in the store since both time as well as level of commitment in general is scarce when a customer is in a grocery store doing the necessary weekly- or complementary-shopping. It seems like most of them make the very same conclusion; catching the attention of a customer is vital to sell them your product.

There are two main reasons for why companies engage in sponsoring and Event Marketing; affecting the brand awareness and/or the image of the brand. Historically the main focus within the research field has been on how sponsoring and Event Marketing can create and achieve high brand awareness. More research regarding the image transfer from event to brand has been requested and this study is to be considered as an attempt to begin filling this gap. Today we see more and more brands choosing to arrange their own events; hoping to attain a more direct connection between the event and the brand. This trend raises questions such as - Do brands arranging their own events receive more image transfer from event to brand compared to brands sponsoring the same kind of event? - Are there any differences between an established well-known brand and a new unknown brand? - Will an event fully owned by a brand attract more or less people than an event arranged by someone considered to be less biased? These are some of the questions asked and answered within this thesis.

The competition for customers in today?s society is growing rapidly. Companies invest a great amount of time and recourses to establish and preserve a strong brand. Repositioning is a process that today is necessary for virtually all brands at some point during its lifetime and is about to change a customer's perception of a brand name, by changing its associations. The goal is to create a new, stronger position for the existing brand.

Abstract: The fashion industry is perhaps the most unpredictable one where change occurs very rapidly. In order to be attractive and interesting in this competitive industry, a brand must constantly be up to date and differentiated from other brands to attract the consumers. This has given rise to an increasing growth of brands that cooperate for marketing reasons and more specifically, clothing retailers that perform designer collaborations with exclusive designers to create limited collections.Studies describing the effects of those collaborations on the retailers brands are rare and especially from a consumer perspective. Since H&M has been a pioneer in designer collaborations and has done it more times and for more years than any other retailer we have conducted our study on their case. Our intention was to investigate how the designer collaborations have affected the brand equity and image of H&M, if the collaborations have increased the willingness to pay for H&M's other ranges and if they have affected H&M's ability to extend its brand to higher price segments, through an experimental study.

Background: The debate about environment, labor conditions and aid to developing countries has the last years been a much discussed subject The pressure on the companies to live up to their responsibility is beginning to be noticed in the market.Purpose: To find out if a retail company investing in Corporate Social Responsibility thereby direct can effect it?s stock value. Using interviews to investigate if and how stock analysts and corporate finance professionals valuate a company?s CSR initiatives.Theoretical perspective: The description of CSR is leading to the main theory, The Brand Value Change, and the Market Hypothesis. Additionally a theory of the Consumer Buying Process and CAPM-model about financial risks is presented.Method: An event study of 30 companies to investigate if there is any change in their stock values and interviews with three professionals from the financial sector to find out about their attitude to CSR.

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two Strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

Syfte: Syftet med denna uppsats är att analysera varumärkeshanteringen i olika ideella organisationer i Sverige. Metod: I denna uppsats har författarna använts sig av kvalitativa metoder samt utgått från en abduktiv ansats. De primära data är fem intervjuer med fem ideella organisationer i Sverige som arbetar för olika ändamål. Dessa intervjuer har valts utifrån ett bekvämlighetsurval. Resultat och slutsatser: Av resultatet framgår det att de ideella organisationerna arbetar med sitt varumärke beroende på vilka resurser de har, vilken storlek organisationen har och vilka ändamål de arbetar för. Författarna av studien anser att varumärkeshantering inte är ett högt prioriterat område för samtliga ideella organisationer eftersom de behöver lägga sina resurser på rätt företeelse, vilket är deras ändamål. Om organisationerna skulle lägga mycket tid på varumärkeshantering och marknadsföring skulle detta leda till att allmänheten blir skeptiska och börja undra om organisationerna använder pengarna på rätt sätt.

Product placement isn´t a new concept, matter of fact it has existed for almost hundred years. On the other hand to use TV-series as a marketing channel for product placement is a present vogue for brands and companies to reach the right target audience. Through product placement in TV-series companies are available to get away with the problem that people zapping commercials. Our purpose with the thesis is to have increased comprehension about TV-series as a channel for product placement considering effect against different target audience, products and brands. For this study we applied a qualitative approach and did six depth interviews with different people to gain several viewpoints.

Syfte: Syftet med uppsatsen är att kartlägga hur ett tänkbart samband mellan mode och varumärke kan se ut i modeföretag. Metod: En kvalitativ studie med ett abduktivt angreppssätt. Slutsatser: Sambandet mellan mode och marknadsföring i modeföretag är mycket starkt, även om branschen i sig, historiskt sett inte agerat som om så vore fallet. Centrala faktorer för modeföretagen med ett starkt samband i just dessa två begrepp är bl.a.: ? Överexponeringsproblematiken, det faktum att varumärken kan förbrukas.

Bakgrund: Varumärken inom idrotten har traditionellt sett inte värderats särskilt högt. Dock omsätter idag fotbollslag i Europa summor som gör att de måste prioritera både marknadsföring och varumärkesbyggande. Varje fotbollsmatch är unik och resultaten kan inte förutspås. Detta är själva tjusningen med sporten och det som lockar fram ett så stort engagemang hos supportrarna. Dock skapar detta även utmaningar för de som arbetar med marknadsföring och varumärkesbyggande inom en fotbollsklubb.Syfte: Syftet med examensarbetet är att analysera och klargöra PSV:s marknadsföringsarbete samt att undersöka hur PSV:s intressenter uppfattar varumärket PSV.Metod: Studien har genomförts med ett kvalitativt angreppsätt.

The purpose of this study is to investigate and increase the understanding of how the two commercial companies IKEA and SAS and the two aid organizations/nonprofit organizations UNICEF and Save the Children use perceptions of Christmas to produce messages in their Christmas advertising/commercial film. The study also discusses if there may be communicative and pictorial similarities and differences in how these brands constructs messages in commercials, and why it may be that the brands choose to use these messages in commercials based on the recipient possible interpretations. The theories used in this study are promotional culture, framing theory, preferred meaning, semiotics (denotation and connotation), myth and rhetoric (ethos, pathos and logos). The method used to answer the purpose and issues are the qualitative method that uses the theories semiotic and rhetoric to analyze the material. The study's results derived from the qualitative content analyzes of the material (the brands IKEA, SAS, UNICEF and Save the Children Christmas advertising films) show that IKEA message might want to show that they want to help the customer and that they pay attention to the customer needs.

Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ?brand identity? and ?brand associations?, where the brand identity is the organization?s desired view of the brand, and the brand associations define the associations held by the consumers.Issues: What is Metro?s brand identity? What are the brand associsations of Metro in Karlstad? How well do the brand identity and the brand associations correspond?Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical terms are defined from literature regarding brands.Method: The study is carried out using a qualitative document analysis, interviews, and a quantitative survey. The document analysis was made on Metro?s own documents regarding values and target audience.