There are many views in the concept of corporate reputation and the massive research in the area tends to result in many new definitions. Research has shown that a good corporate reputation has a positive relation to Sustainable Competitive Advantage, financial performance and attraction to competent employees. The many views in the concept make it especially interesting to examine the view on corporate reputation in a perspective of big Swedish corporations. Another interesting area to examine is whether the companies manage their reputation or not. The empirical findings of this essay are based on qualitative interviews to get a deeper understanding in the area of reputation.

Syfte:  Syftet är att analysera och utvärdera Apoteket Shop och The Body Shop som varumärkeMetod:  Denna studie har utgått ifrån ett holistiskt synsätt. Det valda teoretiska förhållningssättet är deduktion och en kvalitativ forskningsmetod i form av djupintervjuer samt kvantitativ forskningsmetod i form av en enkätundersökning.Teorier:  Involvement Theory, Brand, Brand Strategy, Brand Equity, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication.Empiri:  Totalt 6 st djupintervjuer med representanter på Apoteket Shop och The Body Shop. Enkätundersökning med 25 stycken kunder på vardera företag.Resultat:  Resultatet visar att Apoteket Shop har ett långsiktigt tänkande men en bit kvar i implementeringsarbetet. The Body Shop har ett långsiktigt tänkande vilket även syns tydligt i deras arbete. Slutsats:  De otillbörliga konkurrensfördelar som Apoteket Shop har är att de redan tillhör ett starkt och väletablerat varumärke. Om Apoteket Shop inte arbetar så att organisationsutformningen är i samklang med den starka affärsidén/varumärket kommer de otillbörliga konkurrensfördelar endast att vara kortsiktiga då förutsättningarna för en långsiktighet inte finns inom organisationen.    .

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.

Companies of today are facing a development where it is more significant to focus on existing customers since the approach constitute a more cost reducing way, compared to finding new customers. During the last decades the marketing has therefore moved towards a relationship based marketing. Companies emphasize creating long-term relationships with customers, instead of consider the sale as a non-recurrent phenomenon. To engender customer loyalty has been an essential objective in the creation of long-term relationships.In this essay the authors have chosen to do a study which enlighten how companies in the ready-made apparel business produce added value to their brand and through this generate customer loyalty. Through a case study we analyze how Filippa K, Tiger of Sweden and Gant do to maintain value in their brand, in both a business- and customer perspective.

Denna studie fokuserar på att se till hur företagen resonerar i samband med val av produkter och brand extensions specifikt och hur konsumenterna ser på företagets agerande i det här sammanhanget, med avseende på produkterna. Vi utgår här ifrån problemformuleringen; hur väl överensstämmer företagets avsikt med en brand extension med kundernas syn på denna? Studien bygger på insamling av kvalitativa data genom intervjuer med företags beslutsfattare samt med fokusgrupper av konsumenter. Vi tillämpar här ett hermeneutiskt perspektiv och har inslag av både induktion och deduktion i vår ansats. Den teoretiska referensramen utgörs av teorier inom dels aspekter såsom vad ett varumärke och en vision innebär men framför allt vilka fördelar och nackdelar respektive möjligheter och begränsningar som kan påverka varför företaget vill göra en brand extension.

Syftet med denna rapport är att jämföra hur två företag inom konfektionsbranschen skapar sin varumärkesidentitet samt visa hur den återspeglas i deras image. Rapporten reder ut begreppen varumärkesidentitet och image och applicerar dessa begrepp på företagen H&M och JC. Företagens varumärkesidentitet sammanfattas genom en empirisk analys av företagen baserad på Identitetsprismat av Jean-Noël Kapferer. Utifrån varumärkesidentiteten utförs en enkätundersökning för att undersöka hur företagens identitet reflekteras i den image som återfinns i kundernas medvetande. Valet av företag baseras på deras aktualitet inom media angående respektives arbete kring varumärkesidentitet.

»Does it have to be so green?« is a visual communication project focused on packaging design. I attempted to challenge the clichés of graphic design for organic products and designed a packaging concept for a fictional food brand. The project had a special objec¬tive which was to explore ways to use the package as carrier for in¬formation about the enviromental impact of the packaging itself.The process included research about packaging design and its ef¬fect on the consumer, an investigation of the Swedish market for organic foods, creating and defining a brand, and designing a cohe¬rent packaging concept for a product line which communicates the brand?s values and appeals to the intended target group.The project resulted in prototypes for a muesli package, tea car¬ton and honey jar, as well as a manual that explains the application of the graphic program..

Avsikten med studien är att beskriva vilka problemområden som kan uppstå vid skillnader mellan varumärkesidentitet och image hos ett köpcentrum. För att undersöka detta har vi valt att studera hur Galleria Duvan i Karlstad arbetar med sin varumärkesidentitet. Därefter har vi undersökt hur konsumenterna uppfattar denna identitet och vilken image denna organisation har hos dem.För att genomföra våra studier har vi använt oss av en kvalitativ metod där de intervjuer vi har utfört har varit djupintervjuer. En intervju på en representant från Galleria Duvans marknadsgrupp har genomförts samt tio stycken intervjuer på konsumenter. Resultatet av studien har gett indikationer på att det finns skillnader mellan köpcentrumets identitet och den image som konsumenterna upplever. Dessa skillnader ligger främst i kommunikationen av budskapet via sin marknadskommunikation.

The Picture book - text and image in interaction. A study of Tove Jansson's picturebook: The Book About Moomin, Mymble and Little MyThis study examines Tove Jansson's picture book The Book About Moomin, Mymbleand Little My, to show relationships between text and image in the narration of thestory. This is done through an analysis based on Ulla Rhedins dissertation The picturebook - towards a theory where the conclusion is that the picture book as book mediumcan be divided in three different picture concepts. The various concepts are; the epicpicture book, the expanding text as well as the genuine picture book. This study hasperformed a text and image analysis showing that the image colors, the differentspreads, landscape scenes and characters' placement, et cetera play a role in placingthe picture book in its concept.Tove Jansson used more than text and image to work out the story of theMoomintroll, Mymble and Little My, there are holes in the picture book that have animportant role, which the analysis will show.

ABSTRACTPurpose/aim: To clarify what information is communicated through the PR-firm JKL:s blog, how it is communicated, how it relates to and diverges from the communication theories in point, and what the strategies behind the blogging are. By doing this I hope to contribute to the knowledge on corporate blogging and how it can be used.Material/method: Qualitative textual analysis of ten blog posts published on the JKL Blog and process seeking interview with the person in charge of the same blog.Main results: JKLs? blogging coincides to the most part with business intelligence, with the exception that the information doesn?t relate directly to the company?s? main activities. This is mainly due to that they can?t publish information about their customers or competitors.

Destination marketing looks different from that of traditional marketing, since the product, in this case the destination, consists of several different parts compared to a good. A destination is marketed as a process where the consumption takes place at the same time as the production. Destination marketing organizations, DMO?s, are responsible for the marketing of a destination. Since destinations consist of several parts such as the train trip to the destination, restaurant visits, shopping, hotel stays etc., it is difficult for the DMO?s to fully control how a tourist perceive the destination.

Syftet med uppsatsen är att jämföra, undersöka, identifiera och urskilja de eventuella korrelationsmönster som uppkommer när brand value för ett antal globala företag står som beroende variabel i förhållande till en uppsättning utvalda nyckeltal. Arbetet kommer att utgå från en kvantitativ metod med en deduktiv ansats. Genom multipla och enkla linjära regressionsanalyser kommer korrelationen för de undersökta företagens X-variabler EBIDTA, EBIT, marknadsföringskostnad, nettoresultat, aktievärde och EPS att mätas gentemot den valda Y-variabeln brand value.Resultatet visar på att de variabler som överlag haft högst korrelation gentemot brand value är de som på olika sätt visar på företagens intjäningskapacitet. Verksamheter inom data- och internetbranschen har haft högst korrelationsvärden i studien. Främst visade dock regressionsanalyserna skillnader på individuell nivå.

Communication can be heard in many different ways and it is important for all businesses, especially in B2B. The construction and maintenance of a brand plays just like the communication a very important part. These parts also have a lot to common and affect each other in a large extent. One problem that may occur in many companies is the failure to grow and gain a larger share of the market even if they in various ways are trying. Expander is one of those companies and in this research report we studied communication and brand building, focusing on brand management, relationships and integrated marketing. Here we drew the conclusion that all these areas are important for a company, especially in the Business-to-Business marketing in different ways.

AbstractInterest in the subject appeared from real events. We seemed to discern a trend in society. Wehave noted that the amount of social enterprises to a greater extent is formed in Sweden.Companies like GodEl, Postkodslotteriet and DEM Collective are typical illustrations ofcompanies included in the category of social enterprise. It seemed as socially profiledcompanies is the new generation companies. The purpose of this essay is to make aninventory of possible competitive advantages that arise from social branding.

AbstractTitle: Strategic Communication within franchising, a case study of GallerixNumber of pages: 60 (65 with enclosures)Author: Charlotta Babington ThorszeliusCourse: Media and Communication DPeriod: Spring 2008University: Division of Media and Communication, Department of Information Science, Uppsala University, SwedenPurpose/Aim: To find out, by doing a case study, how communication between the two parties in a franchising relationship works, and how communication can strengthen the concept and brand. By analysing the communication, identify strengths and weaknesses and make suggestions for improvement.Material/Method: Qualitative method by using interviewsMain results: The understanding of the concept and the relationship between franchiser and franchisees are vital for the success of the franchising chain. The main internal communication channel today is the Intranet, and more personal contacts and meetings are requested. The yearly meetings are appreciated by the franchisees, but the content of the meetings are of varied quality. The chains value words, which are important for how the brand is perceived by the customer, are slightly different from how the franchiser and the franchisees sees them.