Den viktigaste förmågan en marknadsförare behöver är kapaciteten att bygga, underhålla, utveckla och skydda varumärken. Varumärken har idag en livsviktig roll för tillverkare av alla sorters produkter.För att lyckas på den globala marknaden räcker det inte med en bra produkt eller kvalitet. Även innebörden av ett starkt varumärke och dess varumärkesvärde är en nyckel till framgång. Enligt Kotler kan ett starkt varumärke ge effekter som ?A powerful brand enjoys a high level of consumer brand awareness and loyalty, and the company will incur lower marketing costs relative to revenues?.Inom lastvagnsindustrin med produkter mellan tillverkare som blir allt mer lika kommer varumärket att få en allt större betydelse.

Mind the gap encourages you to beware of the interspaces. The project seeks to defend the gaps that occur in time and space and encourages the reader to care about the interruptions of the routine-like and planned, whilst also opening up a discussion about interaction and participation. Mind the gap is a project about the many opportunities the public space has in the contemporary city. What you have in front of you is the result of this project. As society constantly changes, new and different needs arise in the city and it is necessary that architects and planners understand and adapt to these changes. They have to be able to develop new ways of thinking and to challenge established perceptions of what the public space is and should be. This means being able to see that the public space could be different and to recognize the potentials for it to change. This project examines the underlying ideals of urbanism and investigates the potentials of the City when shaped by these ideals.