The purpose with this essay is to study how companies use the Repositioning process and identify the risks involved from a business perspective. We have chosen to base our essay on the following research questions:What reasons are there for a company to initiate a Repositioning?, What does it mean for companies to implement a Repositioning?, What are the risks with a Repositioning?We have used a qualitative research method and have chosen to interview six respondents which in various ways are actively working with brand Repositioning. Our study has been implemented with and deductive character.The most important conclusion that we observed after implementing our study is that Repositioning is a high-risk project. Instead of changing their entire brand image, companies should instead make small changes and revitalize the brand by developing the strength that already exist.

Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers? view of the brand image. The literature is insufficient concerning how leaders handle the process of Repositioning a brand, in order to change the brand image.

The competition for customers in today?s society is growing rapidly. Companies invest a great amount of time and recourses to establish and preserve a strong brand. Repositioning is a process that today is necessary for virtually all brands at some point during its lifetime and is about to change a customer's perception of a brand name, by changing its associations. The goal is to create a new, stronger position for the existing brand.

Background: Pressure ulcers are a common problem and cause great suffering for those who develop it, and are also an expensive cost to the society. Aim: To describe nursing measures for prevention of pressure ulcers among elderly people in ordinary and nursing homes. Method: A literature review by structured analyze of scientific articles. Result: The analyze resulted in six subjects for prevention of pressure ulcers. These subjects were; risk assesment, nutrition, Repositioning, skin/hygiene, nurse knowledge and documentation.

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.

Ett varumärke är en stor del av företagsstrategin för ett framgångsrikt företag och det är viktigt att skydda och bevara sitt varumärke. För att skapa och utveckla ett varumärke krävs en tydlig varumärkesstrategi, där den viktigaste delen är varumärkesidentiteten som är riktlinje för företagets arbete med varumärket. Varumärkets image syftar på hur konsumenter uppfattar ett varumärke genom dess produkter, service och kommunikation. Därför är det viktigt att företaget vet vad de vill förmedla till marknaden och hur de ska förmedla det. Då varumärken är precis som sin omgivning, under ständig förändring, behöver ett företag alltid vara förändringsbart för att kunna växa.

BACKGROUND: Pressure ulcers are unpleasant and painful and causes anxiety not only patient but also for the relatives. It also results in longer hospital stay and increased costs for health care sector and because of this it?s important to identify and survery the origin and what preventive measures there are to prevent pressure ulcer. AIM: To illustrate the nurses´ work to prevent the origin of pressure ulcers. METHOD: A general literary study where scientific articles were searched and found in electronic databases and through manual searches.

As companies exert themselves to find new ways of achieving market dominance and stronger brands, the phenomenon co-branding has become increasingly popular. By cooperation between two different firms the combined effects can result in synergies not only on the balance sheet, but even through softer values such as Brand recognition, equity and larger market share. Recently the fashion company H&M launched a collection together with the esteemed fashion designer Karl Lagerfeld. The objective of this paper is to examine the effects the collaboration had on consumer?s attitudes towards the two brands.

Mobile telecom and the Internet are converging, which opens new possibilities for market actors to create business through the mobile handset. At the same time market experts are predicting that mobile operator?s existing dominance in the telecom market will in the future decline as new technology such as VoIP and services will erode the operator?s traditional revenue model. This implies that mobile operators will need to rethink their dominant business logic to create new value for their customers. Mobile operators are aiming to expand their existing revenue model through advertising in the mobile handset and are searching to create new business models that evolve advertising sales.

Logistics is an important concept in the organizational context in which the planning of flows, services and products are treated. Logistics handles supplier management, supply of materials, production and distribution. The distribution of goods can be managed with different types of transportation depending on price and time aspects. The lowest transport cost for larger amount of goods is by maritime shipping. A common carrier used in transportation of goods is a standardized ISO- container.

Bakgrund och syfte: Det är viktigt för ett företag idag att hitta en position på marknaden som fungerar i ett långsiktigt perspektiv. Dessutom gäller det för företaget att på ett tydligt sätt positionera sin produkt eller sitt varumärke i kundernas medvetande. Ett företag som inte är nöjd med positioneringen kan välja, eller är tvunget, att ompositionera.Vi har studerat fastighetsföretaget Norrviddens arbete med ompositioneringar av två varumärken, galleriorna Flanör i Gävle och In: i Sundsvall. Syftet är att undersöka när och varför ett företag är i behov av att ompositionera sitt varumärke eller sin produkt samt att beskriva hur processen kan gå till. Huvudfrågorna uppsatsen behandlar är:- Varför genomför ett företag en ompositionering av ett varumärke?- Vilka strategier kan ett företag använda sig av vid en ompositionering?- Hur kan en ompositioneringsprocess gå till?Metod: Vi har gjort en fallstudie där vi har arbetat med ett induktivt angreppssätt med utgångspunkt i empirin.