This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..

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.

Employer branding (som kan ses som ett företags arbetsgivarvarumärke) är ett begrepp som det under det senaste decenniet riktats mycket uppmärksamhet mot och i denna uppsats undersöks hur ett företags önskade interna employer brand överensstämmer med uppfattningen de anställda har om företaget i fråga. För att undersöka den interna uppfattningen har en kvantitativ undersökning genomförts i form av enkäter som sedan kompletterats med en kvalitativ undersökning bestående av intervjuer för att på så sätt få en djupare förståelse. Företaget som undersökts har nyligen tagit fram nya Brand Ideals som ligger till grund för deras önskade Employer Brand. Den empirska datan har tolkats utifrån de teoretiska begreppen ?värde & värdegrund?, ?företagskultur?, ?varumärke? och ?employer branding? samt tidigare forskning.

Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company.

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.

AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building.

AbstractTitle: Brand identity vs. Brand image ? a study of Löfbergs Lila, ZOÉGAS and Classic.Number of pages: 38Author: Jessika Löwling HelmerskogTutor: Peder Hård af SegerstadCourse: Media and communication sciencePeriod: Spring semester 2010University: Informatics and media, media and communication science, Uppsala University.Aim: The aim is to study the brand identity as well as the brand image for each of the brands:Löfbergs Lila, ZOÉGAS and Classic. Furthermore the aim is to determine whether the brandsidentity comport with the brands image. Ultimately the study will establish whether or not thebrands can be considered as strong brands.Method/Material: This thesis will first and foremost explain a number of theories related tothe subject which will give a deeper understanding in the subject as well as providing thereader with necessary knowledge to fully understand the study.To create a broad and correct picture of each brand interviews have been made with both thepeople behind the brand as well as with the consumers.The interviews with the brand makers have been made by a questionnaire with questionsabout the brand and its identity.The interviews with the consumers have been made through focus group interviews; twogroups with four people in each group.

In light of the coming workforce shortage in Sweden the competition for human capital will be intensified on the market where employers compete in order to attract skilled labor. The competition will be most noticeable in the knowledge-intense industries, where the employees are seen as the companies? most valuable asset. The purpose of this paper is to examine how small knowledge-intensive companies can improve their position in the labor market by using the HR-model People Capability Maturity Model in order to affect their companies' Employer Brand. We take the basis of the theoretical framework in which we examine and identify the key dimensions of the Employer Brand concept and present the People Capability Maturity Model more closely.

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.

The purpose of this study is to examine what characterizes brand identity and positioning regarding festivals on the current Swedish festival market. In relation to our purpose we are also going to analyze how festival attendees relate to a festivals brand identity. Our research question is as follows:What characterizes festivals brand identity and positioning on the current Swedish festival market?This study has been written with a qualitative research method and an inductive approach. Our empirical foundation is built on a rich content based on personal interviews.

Detta examensarbete omfattar brandskydd och dimensionering för de olikakonstruktionsmaterialen limträ, stål och betong. Där målet är att utveckla ett underlagför nyutbildade ingenjörer och konsulter. Layouten på arbetet ger en enkel överblicköver informationen kring de olika materialen och tar upp de viktigaste stegen manska ta hänsyn till vid dimensionering.Arbetet inleds med en allmän översikt på hur brandskyddet behövs i byggnader föratt uppfylla de lagar och regler som ställs. För att få en större förståelse för hur deolika konstruktionsmaterialen beter sig under påverkan av brand, presenteras de olikamaterialegenskaperna och hur påverkningen för samtliga ser ut.Huvuddelen av rapporten beskriver de grova skillnaderna mellan materialen och hurman går till väga för att nå samma brandklass på konstruktionen för de olikamaterialen.För att utvärdera litteraturstudier, har erfarna ingenjörer och konsulter intervjuats.Detta har resulterat i bredare inblick kring det informationsbehov som krävs för att tafram dimensionering vid brandskydd i konstruktioner..

Trade Unions are finding it increasingly challenging to appeal to employees and all trade unions alike are encountering new challenges to attract and retain members. Additionally a more diversified and educated labor market is creating demands for trade unions to better meet individual needs. The purpose of this study was to explore and analyze the role of branding in Unionen, the largest white-collar trade union in Sweden, and how branding efforts help in attracting and retaining trade union members. The theoretical foundation of this thesis is based on theories related to corporate branding and relationship marketing. Furthermore, the study develops and introduces the concept of member branding in the context of trade unions.

The effect of moderate incongruency between a celebrity endorser and an advertised brand is considered in an experiment with celebrities, both congruent and moderately incongruent with the investigated brands. In addition, the influence of possible moderator variables was examined, as well as the potential impact of the celebrities? gender. It was found that an ad exposing a moderately incongruent combination of celebrity and brand generated a more positive result on attitude towards the ad, brand attitude and word of mouth. Furthermore, under some conditions certain moderator variables influenced the relationship between moderate incongruency and responses evoked by the ad..

Many media buyers annually spend money on advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less attention. As a greater part of the total marketing budget is being spent on the media investments, on behalf of the actual advertising production, the more interesting it turns out to maximize the effects of the media expenses. The search for optimization is somewhat practised today by brand managers who are daringly adding a few more media channels to support their TV-campaigns. Buying ad space in TV is nevertheless much more expensive than the radio equivalent.

Problem: The authors have, during the process of development of this thesis, tried to create an understanding of how a number of organizations, all working with different approaches around the ?brand Sweden?, perceive the efficiency and benefits of using extended concept around embassies as a tool in their strategic work. The embassies in question have an evolved concept in the sense that they don not only hold a traditional political and legal role. The problem facing us authors was the issue whether theses embassies are efficient arenas to coordinate the forces and resources of the organizations concerned, in the mission to enhance the visibility and awareness of Sweden abroad.Purpose: The purpose is to describe the strategic work with marketing Sweden to be able to look in to whether the evolved concept behind the embassies in question are used as a tool in within the work of the organizations. We wish to research this to be able to evaluate if this arena is perceived as efficient for the organizations concerned.Method: In order to get a background to which one establish and communicate a nations brand the authors have studied literature within the subject.