The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

Title: Artists? identity and image ? a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:? Identity and image when people are viewed as brands? What specifically characterizes the image of the artists when they are seen as brands and what it might mean that artists are considered as brands? How artists identity and image can be highlighted, shaped, influenced and how it can changeIn this study we have used a qualitative approach to get the topic in depth and gain a greater understanding for the subject.

In my project I have collaborated with Linda Larson, who is the creator behind the fashion brand Elveel. The goal was to produce an identity and a graphic profile for Elveel. The aim was that the graphic profile would act as an extension of the clothes aesthetics. I wanted to explore if I by different folding and cutting techniques, in tags and packaging, could reflect the details of the clothes expression. But also how different design elements can reflect the story behind the clothes.

This thesis examines the possible beneficial effects of a temporary cooperation between a national brand and a private brand. The main hypothesis suggests that if a national brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private brand. The national brand should through such a brand alliance be able to borrow some of the flexible characteristics that a private brand possesses to increase its associations with the new category. The survey consisted of 800 questionnaires with different cooperations between a private brand (ICA) and two national brands (Tropicana and Bravo). These were handed out to students in the universities of Stockholm.

The personal brand derives from the marketing brand, and argues that a person can take control over other people?s perceptions about him or her. The personal brand can benefit the person but it can also give advantages to his or her company. The interest in, and the purpose of the personal brand, has increased the last ten years. Leaders of large companies in Sweden consider it to be of utmost importance to have an influence on their co-workers.

This thesis intended to examine how small enterprises within the retail industry work with brand building of their corporate name. More specifically it intended to examine how they do to choose corporate name and corporate logotype, and how they work to create a desired corporate image. A case-study was performed with three case-companies from different industries. The method was deductive as the empirics were brought in with starting-point in the theoretical frame of reference. The study showed that there are differences in the way small enterprises within the retail industry work with the brand-building of their corporate name.

As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

Schyman?s legs in Let?s Dance as a communication strategy- a case study of ?Feministiskt initiativ? in the election campaign 2010.(Schymans ben i Let?s Dance som kommunikationsstrategi, en fallstudie om Feministiskt initiativ i valkampanjen 2010).Author: Joanna Morell, Tutor: Ann-Marie Morhed2009 was the first time where Swedish political parties were entitled to have TV- commercials, another sign of political communication taking one step closer to the strategic marketing communication. A type of communication that also is expensive.The Swedish political party Feministiskt initiativ (Fi) have existed since 2005 and is not yet a part of the Swedish parliament. They have not been entitled to the economic support that is given to Swedish parties with more than 2,5 percent of the votes in the last two elections. As a result Fi is completely dependent on economic contributions.

AbstractThe aim of this study is to analyze how the Swedish company VisitSweden and The Swedish institute creates an image of Sweden and what that image looks like? And also to compare their goals and their ways of present Sweden to find out how that contributes to the images of Sweden. The method for this analyze is chosen from the work and theories of Norman Fairclough called ?critical discourse analyze.? The analysis focuses on the text and how the text is created and if the author?s opinions are hidden in the words. The method can be applied in many ways.

Today automotive manufacturers are facing a crisis with increased pressure to strengthen their brands. To prevent declining results many automakers have chosen to extend its brand to other industries i.e. various forms of brand extensions. Automotive manufacturers have developed an international strategy for what merchandise to offer. The strategy has received an overall positive response, however, it does not apply well within the Swedish market where merchandise is sold in less quantity than abroad.

This study has a focus on brand building and brand identity. The overall idea of the study is to examine the Swedish clothing company WeAretheSuperlativeConspiracys brand building tactics and activities. WeAretheSuperlativeConspiracys, or WeSC, is a company that produces and sells streetfashion in over 20 countries and has over 1600 distributors. The company has in the recent years grown to become one of the largest in its segment. The interesting factor in WeSC´s brand building activities is the use of Weactivists.

This dissertation is a case study on the Co-branding between Prada and LG, ?The Prada phone by LG?. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company?s brand. The research questions are: ?What effects can a Co-branding have on a company?s Brand Equity?? and ?How can these effects be measured??.

Background: Critical conditions to become an attractive supplier of knowledge based IT-services in the B2B market are many. Besides the fact of supplying a service of high quality one must as a supplier communicate values which are understandable and desirable for a new buyer. Buying a knowledge based IT-service involves several risks; the consultant might not have sufficient knowledge or have difficulties understanding the corporate culture and collaborating with other staff within the client?s organization. Since services are intangible offers and it can be intricate to put right price level for something which can only be evaluated when the project is finished, puts severe strain on suppliers competing with other companies in the same market when looking for new clients.

This thesis aims to study brand change, which can be of interest since a brand during its lifetime can be expected to meet a lifecycle consisting of five phases; innovation, introduction, growth, maturity and recession. In order to avoid the recession phase and the sales decline that follows there is a need for a change of the brand.In order to study brand change, theoretical framework is compared to two real world cases that have gone through an active change.The conceptions of positioning, repositioning and revitalization are clarified. Positioning deals with how brands are located in customer?s minds as well as on the real market. Repositioning implies a change of the current position and is also often a move towards a new market segment.

Problem: How should a company act to sustain a strong identity and thereby a strong brand image when operating in a changeable world?Purpose: The purpose of this thesis is to analyze whether the corporate identity of Academic Work is strong or fragmented. Further more this thesis aims to give recommendations on how the company could continue working to maintain a strong brand image. Methodology: The thesis is a case study of Academic Work. The study is based on data collected from interviews, a poll as well as data from the company website.