AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

The purpose of this study has been to analyze the relationship between commercial brands and a subculture, with a focus on a number of elements of success. These elements could be in the nature of sale stats as well as that of influence within the subculture. All of this within the context of the snowboard culture. In accossiation to this we have formulated a question of study:What marks brands which gains influence within a subculture in addittion to becoming an important factor in the self-expression process of the cultural members?In this study, we have practised a qualitative method based on six (6) independant interviews with participants, active within the snowboard culture as well as one outside marketing executive and one ethnological reseracher.

Betydelsen av varumärke, identitet och image på dagens konsumentmarknad är sällan ifrågasatt och bekräftas av mängder med studier. Det som däremot inte är lika klarlagt är vilken roll dessa begrepp spelar på den lite mer ljusskygga industrimarknaden. Mot bakgrund av detta ville jag ta reda på hur den interna och externa kommunikationen kan se ut på ett företag som inte har en publik målgrupp.Syftet med denna uppsats var att undersöka hur ett litet B2B-företags identitet och image uppfattas från tre olika perspektiv; ledningens, de anställdas samt kundernas. Föremål för min undersökning var Compware Medical, ett tyskt företag i medicinteknikbranschen som riktar sig till kliniker, sjukhus och fångvårdsanstalter.  För att få svar på frågeställningarna genomfördes kvalitativa intervjuer med informanter från varje grupp. Eftersom förförståelsen och involveringsgraden i ämnet antogs vara olika beroende på om informanten tillhörde ledningen, anställda eller kunderna användes en intervjuguide för respektive grupp.

The purpose of this thesis was to determine the tv-show Efterlyst?s (Wanted)effects on viewers when it comes to how crime, criminals and victims are portrayed in the show. In order to achieve the purpose of our the study, both  quantitative and  qualitative approaches were used We compared the image Efterlyst gives of crime, criminals and victims to statistical information from The Swedish National Council for Crime Prevention and The Central Bureau of Statistiscs. By using focus-groups we also studied how Efterlyst portrays, in the season of 2009, and how it may have affected its viewers. Our conclusion was that there are important differences between how Efterlyst portrays crime and the image of crime the statistics gives.

Vi har skrivit vår uppsats om personliga varumärken kombinerat med sociala medier, med syfte att ta reda på om man genom sociala medier kan bygga upp och förändra sitt personliga varumärke samt hur stor roll ett personligt varumärke spelar i mediebranschen. För att kunna undersöka detta har vi utgått ifrån ett konkret exempel i form av Alex Schulmans två bloggar ?Att vara Alex Schulman? och ?Att vara Charlie Schulmans pappa?. Utifrån vårt syfte har vi följande frågeställningar; Hur har Alex Schulman gått tillväga för att bygga upp och förändra sitt personliga varumärke? Vilka språkliga strategier använder han sig av i sina bloggtexter? Hur uppfattas Alex Schulman idag jämfört med förut? Hur stor roll anses det personliga varumärket spela i mediebranschen idag? Hur ser förutspås framtiden se ut gällande personliga varumärken?Vårt material består av tre blogginlägg från respektive blogg Schulman skrivit.

Sensory marketingAn effective instrument for libraries? We are living in a world of constant communication and information and because of that, marketing in general seem to have no distinctive effect. Consumers become overwhelmed by all the advertising messages. Due to this, it is clear that organizations like libraries must create a deeper and more personal connection to increase user satisfaction and foster the use of services, among both users and potential users. One way to achieve this is to make use of all the emotional elements of a product or a service.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented.

Konkurrensen blir allt hårdare på den globaliserande marknaden. Fler företag inser därav vikten av att ha ett starkt varumärke. Ett sätt att uppnå detta är att skapa starka associationer kopplade till varumärket. Associationerna kan förmedlas och uppfattas via olika attribut som kan länkas med ett varumärke. Attribut kan exempelvis bestå av egenskaper, attityder och fördelar.

Inspired by the current debate over the effectiveness of Public Relations (PR), the authors of the following thesis have sought to analyze how PR and advertising differ in terms of how they affect consumers. The subject of the thesis was chosen due to the lacking knowledge of how PR shapes consumer attitudes and intentions. The authors wish to upset the institutionalized myths which dominate in the PR-business. One example of such a myth is that the effectiveness of PR can be measured by the number of press releases an activity produces and that PR?s superiority over advertising is due to its higher trustworthiness.

Purpose: The aim of this thesis is to examine how word of mouth and buzz marketing affects Uppsala´s businessstudents attitudes towards Red Bull. To solve this purpose we intend to answer some underlying questions.Theory: We have used relevant theories within word of mouth, buzz marketing and consumer behaviour. Our thesis will bring up the essential parts within these three different theories that we believe are relevant to our purpose.Method: In this thesis we have used both quantitative and qualitative methods such as interviews and questionnaires. The questionnaires will be handed out at Economicum at Uppsala University.Empirical study: This part is based on our questionnaires handed out to business students at Economicum, but also on our interviews made with employees working for Red Bull.Conclusion: Our empirical study has given us a clear picture of how Red Bull works and use marketing tools to promote their product. Through our questionnaires we have also found out what attitudes consumers has against the brand and the product.

AbstractThe purpose of this thesis is to analyse the basis of Russian diplomacy, and by doing that develop the analytical instruments available, in order to improve the comprehension between the parties in negotiations. Descriptions of the national characteristics of Soviet and Russian diplomacy are made by an analysis of memoairs and other examinations of their negotiating behaviour. To ensure the result of the characteristics two case studies of the non-nuclear proliferation negotiations are made, followed by a comparation between the Soviet and Russian diplomacy. From these results, I analyse the groundworks of russian diplomacy, using three theories about how ideology, national identity and prevailing self-image can affect the national negotiating behaviour. The results show that there have been changes in only some parts of the negotiating behaviour and that there is a need for all three theories to explain different parts of the complex system of Russian diplomacy which is based on the plurality of culture, ideology, language, ideology and history..

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

The aim of this Master?s thesis is to examine the function of the budget as a means of control within an organisation in the public sector. To accomplish this, a case study has been conducted on a certain business unit within Luftfartsverket responsible for providing Air Traffic Control services. The thesis is built on a framework of contemporary theories of budgeting and includes a brief discussion of the weaknesses usually associated with the traditional budget. The conclusion of the study is that the use of budget as a means of financial control within Luftfartsverket is not efficient enough at the moment.

Background: According to many authorities Trademark consideration will within the companies become all more prioritized objectives for competitive advantage and a strong organisational structure.Trade marking is becoming an important tool, not only Production oriented companies apply this on their products or services whereas it is today spread in many different sectors.Problems: On the basis of theoretical and empirical studies, we will try to see how a trademark is built up.This will guide us to our questions at issue:? How has the actual process for HTF been in order to strengthen and to build up their trademark, how have they achieved this in practice?? What are the underlying criteria?s to for this work and what role has the consultant company BMN in the actual process?Aim: The authors have for intention to create an understanding on why there is interesting for a trade union organisation like HTF to carry out a trademark development investment. A further understanding will be to highlighting a strong trademark's advantages and possible disadvantages.Results: As a trade union organisation where the relationship to the members and the potential members is becoming all more important is the interesting to highlight their trademark clear and in addition to that contribute to building and establishing strong relationships. on the basis of this study we can state that it is now one of the most important support activities that as a trade unions to highlight its core values through trademark. As a trade union, one can to a large extent work with and to apply the market the economic mocks-up for trademark build up.The most important aspect is that we can state , in the future developed to concentrate more on communication, positioning, segmentation and diversification, which the trademark act as intermediary.

Rapporten ska bidra till att skapa en förståelse för den befintliga situationen i Bohusläns skärgård. Genom att ställa de risker som finns i den typiska bebyggelsen i området mot de resurser som finns har ett underlag skapats för att bedöma om insatser kan genomföras på ett sätt som lagen kräver. Bebyggelsen i Bohusläns skärgård består till stor del av gamla fiskesamhällen och i stort sett alla byggnader är uppförda i trä. Då även platsen att bygga på har varit begränsad har byggnaderna blivit mycket tätt placerade. På flera av öarna i skärgården bor det människor året runt och under sommarmånaderna då sommargästerna anländer ökar befolkningen dramatiskt.