Identity includes an individual´s self-image and the consciousness about their self. It is about being the same person despite changes in their life situation. The identity often get´s fragile because of the disease. Beacuse of the individual´s feeling of lost identity there may arise a conflict between the person and people in his or her surroundings. They may no longer see the sick person in the same way as they used to.

The theory chapter is based on a model about brand identity, ?Brand Identity Prism? (Kapferer, 2008, s.183). This model contains six elements which we have supplemented with theories about personal branding. This because the focus and theory on a person's brand identity is almost non-existent. The purpose of the study is therefore to examine how editors at fashion magazines are working with their brand identity in the personal brand and thereby create an understanding of the identity function.

Purpose/Aim: To describe likenesses and differences between the Personal identity of the common Kalmar nation member and the collective identity of the organization Kalmar nation as described by said members.Material/Method: Collecting data through a quantitative survey, where the members answer questions about themselves and Kalmar nation, and subsequent analysis of said data by means of theories about personal, collective, and brand identity.Main results: After analyzing the data from the survey I conclude that there exists both likenesses and differences between the organization and its members. Some likenesses are more pronounced than others, and the same can be said for the differences. However, within the three areas of study (specific identity traits, politics and music) politics and music showed more similarity between the members and the nation than the specific identity traits did. The most interesting aspect of the analysis show that the members have quite a common view of the organization despite their own widely different descriptions of themselves..

The purpose of this study was to try to develop a better understanding of the process that being a member in a new religious movement might imply, and to find out how the identity of a defector changes from the time upon entering the movement, while they are within the movement and after leaving the movement. We also wanted to examine what kind of help and support would be needed around a defection. The study focuses on identity and our questions were: How does the defector describe him/herself and his/her identity before joining the new religious movement until the period after defecting? What demand for support and help may there be when defecting from new religious movement? The theoretical starting point was The Identity Theory, Structural Role Theory and KASAM. A qualitative method was used and four defectors from new religious movements were interviewed.

Personal branding is a common phenomenon within the Swedish business world, although less applied on the competitive and fast paced music industry. In order to strengthen Swedish artists' personal brands and to ensure congruence between the artists' presented identities and the target audiences' perceived images, we have developed a model, containing of seven essential factors. The seven dimensions authenticity, credibility, certainty, openness, availability, awareness and timeliness help improve strength when communicating brand identity, as well as minimizing potential discrepancy between identity and image. This report examines the brand strategies within the Swedish music industry through a case study of Sweden's largest pop star, Eric Saade, where Team Saade's communicated identity is compared to the targets audience's perceived image of Saade. Overall, Saade's personal brand has a high level of congruence, except from the clarity dimension, where his words are considered differing from his actions.

In this thesis I discuss and analyze different factors, and different circumstances, that influence identity negotiation among the north american indians. I do this mainly by using two models.The first one is Druckmans three dimensions of identity; negotiating identity, durability of identity and spread of identity. Depending on how the identity fits in these dimensions one can se if, or how, they influence the negotiability.My second model for analyzing is Reeds ?fasteing and unfastening identity?, using this model I have tried to understand during what circumstances the identity is negotiable. The identity is more or less negotiable depending on where the indians live, who they are living with and also on their inheritance.My results shows that the indian identity is changing and developing over time but the main characteristics still remains the same.

Googling their employees and job seekers are becoming more common andin that we live our lives more and more on the internet it becomes moreimportant how we act and to think about what you publish on the internet.Each time you press a key, will leave a digital footprint behind and thereforeit?s important to know how to deal with this. The purpose was to describehow a person strategically can proceed to build an identity on the internet toget benefits in the job seeking process in the media industry and to describethe importance of the digital identity in the recruitment process in a smallertown. We?ve used a qualitative approach and made eight interviews withrecruiters from the media and also people who have built a digital identity.We?ve used Bauman?s theory about consumer society, Montoya?s eight lawsof personal branding and also theories about profiling, and communicationsplanning to analyze the material.

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 study focuses on aspects of cult experiences, given by deconverted formermembers of closed religious movements. Their testimonies were published inbooks or interviews. The aims of the study were to understand the interactionbetween the religious group and its members, living in high tension towardsmainstream society and their testimonies of altered self-esteem during attraction,membership, deconversion and defection. The purpose was to understand how aperson´s self-esteem is affected by inner mechanisms of closed religiousmovements and how these experiences affects a persons identity. Another aspectwas whether there might be differences in altered self-esteem, between those whoenlisted as adults, and those who were born into the closed religious contexts.Social Identity Theory, Sigmund Freud´s and Carl Rogers models of personal egowere used as models of interpretations.

The purpose of this thesis is to contribute to a further understanding of the complexity in green consumer behaviour by examining how and why individuals priorities values, personal norms and identity in green consumer behaviour. The thesis employs a qualitative approach with an abductive strategy. The empirical data was produced through in-depth interviews with green consumers. Based upon the empirical findings and theoretical concepts, a conceptual model was introduced to illustrate how consumers prioritise between several values when assessing green products. The prioritisation is dependent on internalised values as well as the product function and the need that the consumer seeks fulfilled.

Aim. The aim of this study is to analyze the living conditions of physically disabled people from the viewpoint of sexuality issues with regards to personal assistance services, identity and attitudes in society on disability and sexuality. Background. Not much research is done on sexuality issues for physically disabled people. Even though we live in a society where sexuality takes up a lot of space in the media, the culture and is acknowledged to be of great importance for every person?s wellbeing, the sexuality of disabled people is often not recognized and discussed.

AbstractWhen immigrants move to Sweden from their native country it is not unusual that they experience some kind of identity crises. Their own experience of their cultural identity can be very problematic and they often lose a part of what they previously saw as their own identity. To handle such crises the immigrants can use different strategies. They can for example accept their disparity, deny it or emphasize it. The aim of this study is to examine how immigrants in Sweden experience that their cultural identity has changed since they moved here from a country that has a culture that is different from the Swedish culture.

European identity is a topic constantly debated around Europe. There are many takes on whether there is a European identity and what the European identity consists of. In the European Union the Commission has worked towards developing a common European identity since the middle of the 1970?s. The development of a European identity is an important part in the commission?s quest to tie the union and its people closer together.

The purpose of this thesis was to illuminate how companies work with their brand identity and particularly how it is applied in their positioning. The empirical data has been collected through interviews with two companies in Sweden working with brand identity as a stated strategy. The study shows that companies discover, develop and build their brand identity based on their core identity and core values. The core value can be strengthened through customer satisfaction surveys. In order to develop the brand identity in companies, management has to be aware of their brand person- ality, as an essentiality for survival.

In this thesis recruiter?s attitudes and usage of social media within the media business has been examined. The purpose was to find out whether a certain type of behavior in social media could or could not lead to a future employment. How much weight is put on the virtual identity and what does recruiters look for when the look someone up on the internet. Personal interviews with recruiters were done in six different media companies in Stockholm to find out how they used social media when searching and employing new employers.