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La généralisation de l’usage d’Internet et le développement simultané du web 2.0 avec l’apparition des réseaux sociaux numériques (RSN) ont conduit à l’apparition d’une présence numérique pour les internautes : l’identité numérique (IN). Constituée d’une superposition d’identités faites de données personnelles, déclaratives et comportementales, cette nouvelle forme d’identité est caractérisée par des modes d’expression de soi divers particulièrement visibles sur les RSN et en particulier sur le site Facebook. Simultanément, l’affranchissement de l’individu des cadres sociaux traditionnels le conduit à faire et défaire son identité qu’il envisage désormais comme un processus de construction identitaire (CI) fondé sur une recherche de repères et de relations. Ces nouveaux enjeux liés à l’identité conduisent à une évolution des liens entre CI et consommation. Celle-ci apparait en effet majeure pour la CI par les récits de soi qu’elle permet aux consommateurs. Ces mutations contraignent les entreprises à repenser leurs stratégies de marque établies depuis les années 50. Ces stratégies, centrées sur la quête d’attention du consommateur, s’attachent à individualiser le dialogue et à créer des contenus générant de l’interaction avec les publics ciblés. Dans cette optique, par ses caractéristiques et ses manifestations, l’IN est susceptible d’éclairer la prise en compte de nouveaux modes de présence des marques. À travers trois propositions théoriques, l’IN est envisagée au centre des perspectives d’innovation des marques ; l’analyse qualitative et quantitative de données collectées auprès des jeunes adultes a donné lieu à des apports théoriques liés aux modes de CI contemporaine et à des apports managériaux relatifs à l’élaboration de nouvelles stratégies de communication sur Internet. / The spread of the Internet and the simultaneous development of Web 2.0 together with the advent of digital social networks (DSN) have led to the emergence of a digital presence for internet users: digital identity (DI). Consisting of a superposition of identities born from personal, declarative and behavioral data, this new form of identity is characterized by various highly patterns of self-expression on the DSN and in particular on Facebook. Simultaneously, the emancipation of the individual from traditional social frameworks leads that individual to construct and re-shape his or her identity which is now seen as a process of identity construction (IC) based on a search for benchmarks and relationships. These new identity issues lead to a modification in the relationship between IC and consumption. Indeed, this modification appears to have a major effect on IC through the self-image (or images) consumers are able to project. These changes are forcing companies to rethink the branding strategies they laid down back in the 50s. These strategies, focusing on the quest for consumer’s attention, endeavor to set up personalized rapports and create content that generates interaction with their targets. To this end, through its characteristics and in all its forms, DI could very well open the path to new ways of brand presence being taken into account. In the light of three theoretical proposals, DI is considered as being central to brand innovation perspectives; qualitative and quantitative analysis of data collected from young adults resulted in three theoretical contributions related to the IC modes of the contemporary individual and to three managerial input on the development of new strategies for communication on the Internet.

The main goal of this thesis is to develop a marketing strategy of Xella CZ s.r.o, a leading producer of white aerated concrete blocks on the Czech market, for YTONG -established brand and a new brand Hebel. The theoretical part deals with the concept of strategic marketing planning, describes its phases and stages. It explains the terms segmentation , targeting, positioning and multi-brand strategy. The end of the theoretical part focuses on the specifics of marketing in the construction industry. In the practical part the reader gets to know the company Xella CZ and the products it offers. There is also analyzed the current situation of the Czech construction industry including outline of possible future developments, there are defined target groups of the company, depicted its competitors, set the company's targets. There is also carried out SWOT analysis. On the basis of collected data a marketing strategy is created including marketing mix for both brands.

Nuestra oportunidad de negocio nace con el objetivo de lanzar una marca deportiva peruana que ofrezca las siguientes características: variedad, tecnología y precios accesibles. Proyectamos ofrecer nuestros productos a, por lo menos, un 40% por debajo de la competencia internacional como Adidas, Nike, Puma o Reebok. Ponemos especial énfasis en el renovado espíritu patriótico del consumidor peruano actual, que ha reforzado la tendencia a consumir productos de marcas peruanas. Nuestro proyecto consiste en competir con estas grandes marcas a nivel mundial, comprando artículos a un precio promedio de dieciséis dólares ($16) FOB, para venderlo en el canal B2C a ciento noventa y nueve (S/199.00) soles como ticket promedio, y en el canal mayorista a ciento cincuenta y cinco (S/155.00) soles. La estrategia de “Velcross” será 80% digital y estamos tomando como punto de partida y benchmarking a https://cosnova.com/en, ya que nuestro canal principal de ventas será nuestro e-commerce y alianza con los e-commerce más grandes del país. Esto nos permitirá atender en simultáneo a miles de clientes, y ayudará a mejorar nuestra utilidad operativa. Tendremos tres Flagship Stores como una estrategia de imagen de marca. Asimismo, tanto nuestra tienda virtual como las tiendas físicas van a tener el mismo look & feel para que la experiencia de consumo del cliente sea la misma. La marca sería “Velcross”, que traducido al español sería algo similar a un “velocista”, y cuando hablamos de velocistas hablamos de una velocidad muy superior a la máxima velocidad humana. Buscamos tener un nombre fácil de pronunciar para el segmento, tener un precio atractivo sin que sea barato, y brindar una experiencia de compra satisfactoria en las tiendas con los dos ejes de éxito de la marca: calidad y precio. / Our business opportunity was born with the purpose of finding in the Peruvian market the opportunity to launch a 100% local sports brand that offers: variety, technology, and accessible prices (at least 40% below the competition). Our project consists of competing with these big brands worldwide (Adidas, Nike, Puma or Reebok) by buying items at an average price of sixteen dollars FOB, to sell in the B2C channel at one hundred and ninety-nine S / 199.00 soles as an average ticket, and in the wholesale channel at one hundred and fifty five soles S / 155.00. Velcross's strategy will be 80% digital and we are taking the web https://cosnova.com/en as a starting point and benchmark since our main sales channel will be our e-commerce and alliance with the largest e-commerce companies in the country. This allows us to serve thousands of clients simultaneously, helping to improve our operating profit. We will have three Flagship Stores as a branding strategy. Both our virtual store and the physical stores will have the same look & feel so that the customer's consumer experience is the same. The brand would be "Velcross", which translated into Spanish would be something like a "sprinter", and when we speak of sprinters, we speak of a speed much higher than the maximum human speed. What we want is to have an easy-to-pronounce name for the segment, which has an attractive price without making it feel cheap, and to provide a satisfactory shopping experience in stores with the two axes of the brand's success: quality and price. / Trabajo de investigación

Företaget Google är i dag ett av världens mest kända varumärke och deras sökmotor står för 70 % av internetsökningarna i USA och 90 % i Europa. De har lyckats få en dominans på sökmotorsmarknaden framför sina konkurrenter som Yahoo, Ask och Bing. Människor över hela världen använder flera utav Googles tjänster varje dag och många av dem reflekterar inte över den makt som Google har. Kan den här monopolliknande positionen Google har vara så pass transparent att användarna inte ens reflekterat över det? Vår önskan med uppsatsen är att ge läsaren en inblick i Googles varumärkesstrategi och hur användarnas attityder är gentemot företaget. Vi vill ta reda på om användarnas attityder stämmer överens med vad Google vill kommunicera till sina användare och om användarna reflekterar över den maktposition och dominans Google har på internet. För att samla empiriska data, valde vi att göra en webbenkät som besvarades av medie- och kommunikationsstudenter på Högskolan i Jönköping. Utifrån resultatet kunde vi konstatera att en stor del av respondenterna är väl medvetna om den dominans och maktposition som Google har på marknaden. Trots denna medvetenhet har vi inte sett detta påverka respondenternas generella attityder om Google som företag. Däremot kunde vi urskilja viss skepticism hos respondenterna när det kom till en del av Googles funktioner. / Google is today one of the world’s most known brand and their search engine stand for 70 % of the internet searches i the U.S. and 90 % for those i Europe. That means that they have managed to reach monopoly on the search engine market prior to its competitors such as Yahoo, Ask and Bing. People all over the world use several of Google’s services each day and many of them doesn’t reflect over the power that Google has. Can this monopoly and their positions of power be that translucent that the users don’t reflect on it? Our desire with this thesis is to give the reader a deeper understanding about Google’s marketing strategy and about the user’s attitudes towards the company. We want to find out if the attitudes of the user’s correspond to what Google wants to communicate to its users. We also want to find out if the users reflect any on the monopoly and positions of power that Google has on the Internet. To be able to gain empirical data, we chose to design a web-based survey and had media and communications student at Jönköping University to answer it. From the results we found that a large proportion of the respondents is very much aware of the monopoly and positions of power that Google has on the market. However, despite this awareness we could not see that this affected the user’s general attitudes towards the company. On the other hand, we could notice some skepticism when it came to some of the functions of Google’s services.

近幾年企業跨國併購活動頻繁，尤其亞洲企業併購歐美知名品牌形成一種趨勢。亞洲各國政府有感品牌對於消費市場的重要性，因此建置併購外國企業的鼓勵政策，藉此汲取跨國營運與品牌經營經驗。例如：自1997年起中國政府鼓勵企業「走出去」，透過海外直接投資活動形成跨國企業，2004年之後對知名品牌企業進行併購引起全球關注。而我國政府於2003年積極輔導「品牌台灣發展計畫」，希冀企業能著眼於「品牌」的培養，另外為加速台灣跨國企業品牌能在全球舞台嶄露頭角，外貿發展協會在2005年正式推動「併購國外品牌與通路計畫」，透過政府單位與併購專業機構等管道，著眼於品牌與通路資產尋找適合的對象，協助我國廠商拓展國際市場以進行跨國營運、提升企業品牌權益，進而打響台灣的國家品牌形象。 本研究即以亞洲企業併購歐美品牌為研究主體，探討企業併購動機與企業內部品牌資產（專利、商標、通路）的關連性，以及併購後對外品牌策略的使用，結合內部資產與外部品牌策略的使用，說明主併企業的品牌權益能否借他人力量提升並立足於跨國市場上。 本研究以個案分析的方式，以「聯想併購IBM PC部門」與「成霖全球品牌併購」進行探討，得出亞洲企業併購歐美知名品牌後，保留被併標的的品牌並採取聯合品牌、彈性使用品牌策略，來提升主併企業的品牌權益或維持各區域品牌的營運。另得出以下建議，希冀能對我國企業採取併購活動時有所助益： 1.提升併購品牌的策略層次： 併購動機的層次會影響併購後企業營運方式及品牌策略，如聯想藉由併購及聯合品牌策略提升其內部技術與亞洲品牌的層次，成霖的併購與品牌策略展現其現階段以佈局國際市場的營運、增加營收為主，對自身品牌權益的提升較少。 2.併購標的應具備多項品牌資產： 品牌資產可使企業掌握市場的競爭優勢，除掌握通路進入市場外，亦應觀察其專利、商標等權利運用與移轉，牽制競爭對手與影響市場結構，利於主併企業品牌權益的提升。 3.注重併購品牌的整合： 要使被併品牌發揮市場效益，併購後資產的整合與運用更須注意，對外需熟知當地政府對企業之獎懲法規、勞工保護規範以及當地顧客市場的需求，對內則瞭解被併企業營運方式與員工需求以此進行融合管理，讓內部員工與當地市場能接受主併企業，由內而外槓桿併購品牌的實質效益。 / The mergers between Asian enterprises and famous American and European brands become a trend in the frequent international mergers and acquisitions in recent years. Asian governments become more aware of the importance of brand in the markets and thus formulate policies to encourage cross-border M&A, through which enterprises can learn international corporation and brand management. For example, China government had urged enterprises become international corporation through foreign direct investments since 1997. The mergers of famous companies and brands after 2004 become a global concern. Taiwan government enthusiastically developed “Branding Taiwan” to encourage enterprises to focus on brand development. Taiwan External Trade Development Council started “M&A Foreign Brand and Channel” in 2005 to promote Taiwan brand to global business. Government units and M&A professional organizations try to help Taiwan firms find suitable merging targets of good brand and channel to get more brand equity and experience concerning international business management, thus to promote Taiwan brands. This thesis aims to focus on Asian enterprises merging famous American and European brands to explore the correlation between M&A motives and internal brand assets of enterprises and to analyze the external brand strategies in post merger. The discussion will involve the possibility whether the acquiring firm can enhance their brand equity through M&A. This thesis will take “Lenovo Acquired IBM PCD” and “Globe Union M&A Global Brands” for case studies. Asian firms retain acquired brand and take co-brand strategy to raise their corporate brand equity, or take flexible brand strategy to operate regional brand enterprise individually. Further, it provides three suggestions to Taiwan enterprises when they decide to proceed with a merger. 1.Enhancing Motives to Strategic Level: acquiring firms would be led to different business operation level by what goal they set. 2.Acquired targets should possess more brand assets: the more brand assets acquiring firm can manipulate, the much competency they will have. 3.Emphasizing on Brand Integration after Merger: In order to obtain more revenues from acquired brands, acquiring firms have to pay more attention to all factors through the integration, including local industrial policies and labor protection regulations. They should also know the corporate culture and employees’ expectations of the acquired companies to better management and lessen the resistance from the employees and local market.

Uppsatsens titel: Leverantörens varumärkesstrategi – En studie om hur konsumenters beteende kan påverka en leverantörs varumärkesstrategi gällande private label och national brands Kurs: Examensarbete, Civilekonomexamen, Marknadsföring, 30hp (4FE62E) Lärosäte: Ekonomihögskolan vid Linnéuniversitetet, Kalmar Författare: Amanda Andersson och Rebecca Danielsson Handledare: Christine Tidåsen Examinator: Bertil Hultén Datum: 2014-05-26 Nyckelord: Private Label, National Brands, Varumärkesstrategi, Leverantör, Konsumentbeteende, Attitydslojalitet, Beteendelojalitet   Bakgrund: Varumärkesutbudet på hyllorna i dagligvaruhandeln har förändrats. Denna uppsats fokuserar på hur en konsuments beteende gällande varumärkena private label och national brands ser ut. Vidare utgår uppsatsen från hur konsumentens beteende kan påverka leverantörens varumärkesstrategi gällande private label och national brands.   Syfte: Examensarbetets syfte är att beskriva hur konsumenters köpbeteende och tankar kan påverka en leverantörs varumärkesstrategi gällande private label och national brands. Vidare avser uppsatsens författare generera slutsatser gällande hur leverantörer kan hantera sin varumärkesstrategi. Slutligen ämnar examensarbetets slutsatsers ligga till grund för rekommendationer till samarbetsföretaget och leverantören Nordic Stream.    Metod: Denna uppsats är en kvalitativ studie där konsumenters beteende och tankar beskrivits utifrån fyra fokusgruppintervjuer. I uppsatsen har även intervjuer genomförts med leverantören Nordic Stream och detaljisterna ICA och Bauhaus. Uppsatsen bygger på en abduktiv forskningsansats. Den teoretiska referensramen bygger på särskilda författare och teorier inom marknadsföring.   Slutsats: Attitydslojala konsumenter det vill säga de konsumenter som har en positiv attityd till en detaljists butiksvarumärke utryckte en mer positiv attityd mot private label. Beteendelojala konsumenter det vill säga de konsumenter som åter besöker en detaljist oberoende av attityden till detta butiksvarumärke utryckte en mer negativ attityd mot private label. Leverantörers varumärkesstrategier kan påverkas av konsumenters beteende både direkt och indirekt. Det som identifierats som intressant och påverkar leverantören är attityden och förväntningen på de olika varumärkena innan ett köpbeslut. / Titel: The supplier's brand strategy-a study of how consumer behaviour can affect a supplier's brand strategy regarding private label and national brands Course: Master Thesis, Business Administration and Economics, Marketing, 30 ETCS (4FE62E) Institution: School of Buisness and Economics at Linnaeus University, Kalmar Authors: Amanda Andersson and Rebecca Danielsson Supervisor: Christine Tidåsen Examiner: Bertil Hultén Date: 2014-05-26 Keywords: Private Label, National Brands, Brand Strategy, Supplier, Consumer Behaviour, Attitude loyalty, Behaviour loyalty   Background: The brand range on the grocery shelves in the stores has changed. This thesis focuses on describing consumers behaviour regarding the brands private label and national brands. Further more the thesis focus on how consumer behavior can affect the suppliers brand strategy regarding private label and national brands.   Purpose: This thesis purpose is to describe how consumers behaviour and thoughts can affect a suppliers brand strategy regarding private label and national brands. Furthermore the thesis generate conclusions regarding how suppliers can manage their brand strategy. Finally the thesis conclusions intends to be the basis for recommendations to the the supplier Nordic Stream.   Method: This thesis is a qualitative study where consumer behaviour and thoughts is described in terms of four focus group interviews. The thesis has also conducted interviews with the supplier Nordic Stream and the retailers ICA and Bauhaus. The thesis is based on an abductive research approach. The theoretical framework is based on specific authors and theories in marketing.   Conclusion: Attitude loyal consumers are consumers who have a positive attitude to the retailers store brand and are those who expressed a more positive attitude toward private label. Behaviour loyal consumers are consumers who revisits a retailer regardless of the attitude to this store brand and are those who expressed a more negative attitude toward private label. Suppliers brand strategies can be affected by consumer behaviour, both directly and indirectly. Consumers attitudes and expectations of different brands before making a purchasing decision affect suppliers brand strategy.

Problemformulering: Idag råder en negativ trend gällande antalet åskådare för en majoritet av organisationerna inomprofessionell ishockey i Sverige. Då publiken utgör en viktig del i ett matchevenemang, både ekonomiskt och upplevelsemässigt, är detta en problematisk utveckling. Tidigare forskning visar att den del av publiken som besöker ett matchevenemang 1-3 gånger per säsong är en fördelaktig grupp att påverka för att öka dess konsumtion. Däremot har den tidigare forskningen primärt studerat besökare inom professionell idrott i generella termer alternativt fokuserat på hängivna fans samt haft en kvantitativ forskningsstrategi. Syfte och frågeställningar: Studiens syfte är att djupare förstå de sporadiska besökarna och undersöka hur varumärket kan användas för att påverka dem till att gå oftare.• Vilka faktorer som påverkar konsumtionen lyfts fram av sporadiska besökare?• Hur kan kunskapen om de identifierade faktorerna användas för att få den sporadiska besökaren att gå oftare utifrån ett varumärkesperspektiv? Metod: Med en kvalitativ forskningsstrategi och en deduktiv ansats med induktiva inslag har denna studie genomfört tolv semistrukurerade intervjuer. Respondenterna i denna studie är besökare av fallorganisationens ishockeymatcher och går på 1-3 matchevenemang per säsong. Resultat: Denna studie har uppmärksammat ett antal faktorer som genom varumärket kan påverka den sporadiska besökarens konsumtion. Studien har identifierat stämning som ett konsumtionsmotiv hos en grupp av sporadiska besökare samt att studien funnit olika varianter av det socialamotivet och preferenser av matchresultatets karaktär. Vidare har studien funnit att en grupp sporadiska besökare har en hög kunskapsnivå gällande ishockey och till sist har studien ävenfunnit djupare beskrivningar av verklighetsflykt och underhållning vilka även de är faktorer som påverkar sporadiska besökares konsumtion. Forskningsbidrag: Denna studie ger detaljerade beskrivningar av sporadiska besökares konsumtionsbeteende och varumärkesassociationer inom professionell idrott. Vidare bidrar studien med kompletterande indikationer av faktorer som påverkar de sporadiska besökarnas konsumtionsfrekvens av matchevenemang. / Problem definition: Today there is a negative trend regarding the number of spectators among a majority of the organizations within professional ice hockey in Sweden. This is a problematic development since the spectators play an important part for the event of the games, both financially and experientially. Previous research shows that the customer segment which visits one to three games per season is a favorable group when it comes to increasing their consumption. Though, previous research has fore most studied spectators in general terms or have had the devoted fansas main focus. Furthermore, the previous research has primarily been quantitative regarding its research strategy. Aim and research questions: The aim of the study is to gain a deeper understanding of low frequent spectators and understand how the brand can be used in order to influence them to go more often.• Which factors, which influence the consumption, is described by the the low frequent spectators?• How can the knowledge of these identified factors be used in order to influence the low frequent spectator to visit more often from a brand perspective? Methodology: With a qualitative research strategy and a deductive, with element of inductive, research approach, this study has completed twelve semi-structured interviews. The respondents are spectators of ice hockey games of the organization which this study have studied and who visits 1-3 games per season. Results: A number of factors which can influence the low frequent spectators’ consumption through the brand have been noticed through this study. The atmosphere has been identified as a consumption motive among a group of low frequent spectators and the study has also found different versions of the social motive as well as preferences for the nature of the games results. Furthermore, the study has found a group of low frequent spectators which has a high level of knowledge about ice hockey. Finally, the study has also found deeper descriptions of escape and entertainment which also are factors which influence the consumption among a group of low frequent spectators within professional sports. Research grants: This study provides detailed descriptions of low frequent spectators’ consumer behavior and brand associations within professional sports. Furthermore, the study provides additional indications of factors which affect the low frequent spectators’ consumption regarding games.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-03-01T13:40:54Z No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-03-01T13:42:00Z (GMT) No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-03-01T18:45:15Z (GMT) No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) / Made available in DSpace on 2018-03-05T10:51:17Z (GMT). No. of bitstreams: 1 Erlana_Castro.pdf: 1838318 bytes, checksum: 9a7f3a27611787ca466f20d648a0a552 (MD5) Previous issue date: 2015-06-29 / Decisions on the international branding strategy are among the most researched themes in global branding, but there is no predominant theoretical framework that guides research in this academic field, nor in its management practice. The present study aims to propose a conceptual model for global brand management based on the identification of the critical factors that influence this activity. To reach the proposed goal the research is divided into two stages. In the deductive stage a systematic review of the most cited articles in the field of global branding is carried out to identify the determining factors 'a priori'. At the inductive stage, 14 experienced global brand managers of different nationalities are interviewed in order to identify critical factors that emerge from their perspective and practice. Confronting literature with management practice, it is also possible to conclude that main theoretical principles of global branding are still valid and under discussion; even though globalization‘s current phase is presenting a much more complex business environment than it was predicted 30 years ago, when the theoretical foundations of this field were created. The main contribution of this study is the establishment of a relationship between internal and external determinant factors and its influence on the global management of brands. The aim is to contribute to the formulation of a theory on Global Branding. / As decisões sobre a estratégia internacional de marcas figuram entre as questões mais pesquisadas no âmbito do Global Branding, porém não há um framework teórico predominante que oriente as pesquisas no campo acadêmico, tampouco a prática gerencial. O presente estudo tem objetivo propor um modelo conceitual para gestão global de marcas a partir da identificação dos fatores que influenciam esta atividade de maneira crítica. Para alcance do objetivo proposto a pesquisa é dividida em duas etapas. Na etapa dedutiva realiza-se uma revisão sistemática de literatura dos artigos mais citados no campo de Global Branding para identificação dos fatores determinantes ‗a priori‘. Na etapa indutiva, são entrevistados 14 gestores de diferentes nacionalidades, com atuação e experiência na gestão global de marcas a fim de identificar fatores críticos emergentes. Por meio do método de análise de conteúdo qualitativa dirigida é proposto o modelo conceitual. Confrontando a literatura com a prática gerencial conclui-se que os princípios teóricos do Global Branding são válidos e continuam em discussão; não obstante a atual fase da globalização apresente um ambiente de negócios mais complexo do que era possível prever há 30 anos, quando as bases teóricas do campo foram criadas. A principal contribuição alcançada foi o estabelecimento da relação entre fatores determinantes internos e externos à empresa e sua influência sobre a gestão global de marcas. Busca-se assim contribuir com a formulação de uma teoria sobre Global Branding.

Responsible production is a subject of increasing importance for companies toadopt and communicate to their environment and many companies choose to implementenvironmental – and ethic considerations into their brand strategy. There is, however, adividing line between companies according to what extent they choose to implementresponsible production into their brand strategy and to which extent they choose tocommunicate it to their stakeholders and surroundings. It is the hypothesis about a dividingline that is the foundation for this essay and something we believed could be interesting forfurther analysis.The purpose of our essay is to find out how the brand strategy of a company is affected by theresponsible production and in what extent they communicate it to their environment. Byanswering those questions we hope to find out why some companies communicateresponsible production more actively than others.We have conducted in-depth interviews with the Swedish clothing companies; MariaWesterlind, Zion and Dem Collective and we have through our analysis reached interestingconclusions. It is evident that the more distinct the company positions itself regarding theenvironment, the more important the responsible production seems to be to the brand strategy.This affects in what way and to what extent the company chooses to communicate with thecustomers. In other words, the bigger environmental exposure and the bigger environmentalmarket possibilities the more important and more active the communication gets.Those companies that have responsible production as a primary brand value also tend tocommunicate this in greater extent than other companies although there is not always aconnection. The greater control the company has over the supply chain, the more distinct thecommunication becomes. The majority of the companies use external certifications as a formof sponsorship to get certain benefits. We also have noticed that the more distinct thecompany communicate their responsible production, the more important the extent of theinformation to the customer gets. / <p>Program: Textilekonomutbildningen</p><p>Uppsatsnivå: C</p>