Denna uppsats är en jämförande studie av en privat och en kommunal verksamhet som båda bedriver omsorgsboenden. Syftet med uppsatsen har varit att bidra med kunskap om organisationers värdegrundsarbete utifrån ett chefsperspektiv med fokus på funktion, mål och utvärdering. Genom att jämföra en privat och en kommunal verksamhet med fokus på eventuella skillnader och likheter i ett värdegrundsarbete kan konstateras att skillnaden var mindre än förväntat. Utifrån att ett privata bolag säljer platser i omsorgsboenden till externa intressenter var en föreställning att värdegrundsord skulle spela en stor roll i marknadsföringen, vilket de inte gjorde. Vad såväl den kommunala som den privata verksamheten istället lyfte var vikten av en hållbar och varaktig verksamhet. Den privata liksom den kommunala verksamheten påtalade att värdegrundsorden och värdegrunden i första hand var riktat internt med start redan vid rekrytering av nya medarbetare, för att skapa en bra arbetsmiljö för såväl klienter, medarbetare som chefer. Där båda verksamheterna påtalade vikten att som chef och ledare vara genuin och leva värdegrunden för att på så vis kunna leda och guida sina medarbetare in i värdegrundstänket. Både den privata och den kommunala verksamheten har nedskrivna och uttalade värdegrundsord och värdegrund, och trots att värdegrundsarbetet idag är på lite olika sätt i de två organisationerna trycker båda verksamheterna på vikten av att hålla ett värdegrundsarbete levande. Där båda verksamheterna vill tro att deras verksamheter är bättre med värdegrundsord och en uttalad värdegrund än de skulle ha varit om de inte hade haft det. / This essay is a comparative study of a private and a municipal organization that both run nursing homes. The purpose of the thesis has been to contribute knowledge about organizations' value-based work from a managerial perspective with a focus on function, goals and evaluation. By comparing a private and a municipal organizations with a focus on any differences and similarities in a value-based work, it can be concluded that the difference was smaller than expected. Based on the fact that a private company sells places in nursing homes to external stakeholders, one idea was that core values would play a major role in marketing, which they did not. What both the municipal and the private organizations instead highlighted was the importance of a sustainable and lasting business. The private as well as the municipal organization pointed out that the core values were primarily directed internally, starting already when recruiting new employees, in order to create a good working environment for clients, employees and managers. Where both operations emphasized the importance of being genuine and living the values as a manager and leader in order to be able to lead and guide their employees into the value thinking. Both the private and municipal organization have written down core values, and despite the fact that the work with core values today are in a little different way in the two organizations, both points out the importance of keeping the work with core values alive. Where both businesses want to believe that their businesses are better with core values than they would have been if they had not had it

The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a very limited marketing budget (=0)?The secret key was that we managed to work and be in line with the values of our targeted customer group. We lived close to the customers and developed what was in line with their needs. This follows the research of Porter (1980) and Philipson (2011), serving the customer groups´ needs. Despite lack of money and budget from PR and promotion we made a large effort of serving and doing service towards our targeted customers.The thesis also focuses the target group´s importance for the construction of the brand identity. Strategic brand management-literature normally considers the target group taken-for-granted. Consumer research-literature, on the other hand, considers it as something vague and undefined. By applying a perspective of cultural values between the company, the brand and the target group it is possible to qualify the target group more than just refer to it as consumers or customers. The thesis also point to the conclusion not to consider brand identity as an independent entity, but dependent on the customers and the consumers. The consumers give birth to the brand. Finally since the target group is a group that is constantly set in motion, the brand also should reflect and represent change.

The fashion system has increasingly been imbued by ecology and sustainability. While in the recent years a lot on approaches to more sustainable consumption behaviour from the con- sumers’ side have been suggested, this study focuses on the very practice of how sustainabil- ity - in an applied matter - is realised within a fashion company. In this dissertation, two Swe- dish fashion brands, Nudie Jeans co and Filippa K, are being investigated and analysed due to their brand philosophies and concepts dealing with sustainability. If Nudie Jeans co’s first all- organic denim collection launched in Autumn 2012 or Filippa K’s emphasis to the longevity of clothing by classic shapes and plain colours; both ideas foster a slow fashion movement. One of this thesis’ implications is the fact, that the term sustainability is much more far- reaching and expansive as commonly defined. Also timelessness and tradition could be sus- tainable, if still taking care of environment and society. Finally, concepts of sustainability which are commonly not highlighted shall be identified and fill the yet existing gap.

This thesis investigated how information on a firm’s website presented with richmedia employee testimonials differs compared to a poor media descriptioncommunicating the same content in its ability to positively influence potential jobseekersperceptions about a firms employer brand values, in particular social valuedue to its potential in differentiation. A problem was identified being that firms areexperiencing difficulties with communicating social value of the firm to potential jobseekers. The authors used a mixed-method research design containing explorativeexpert interviews, an explanatory experiment where potential job-seekers wereexposed to two different versions of a firms’ website (one containing rich mediaemployee testimonial, and one containing a written text description of the samecontent), and a number of focus groups with the aim to further explain the findingsfrom the experiment. The findings indicate that rich media employee testimonials embedded in afirm's website increase potential job-seekers perceptions about a firm in terms of bothsocial value and identification with the firm. These findings suggest that firms shouldconsider using rich media employee testimonials on their career websites as analternative to the more commonly used poor media written descriptions.

Purpose The aim of the paper is to improve the understanding of effects caused by involvement of brand community members in communication with a brand owning company. The research has been conducted in Moscow, Russia. It examines brand values associated with Audi by Audi Club Moscow members, and those ones perceived by non-community members, and beside this, the degree of involvement in communication with the company of both. Research Method Numerous in-depth interviews have been processed among brand community members, people outside the community and the Audi AG employees. Results Through the analysis of primary data it was found that thanks to active communication with Audi brand community members associate with the brand values, similar to the brand holder’s ones. However, people outside the community, who do not actively communicate with the company, have the tendency to perceive brand values, controversial to brand owner’s ones. Research limitations/implications Due to the time and resources limits only one Audi brand community was chosen to represent Russia’s market. The investigation of communication channels between a brand and brand communities could be the direction of further studies. Practical implications The results of the study might have value for practical implementation in business; they could be used for building up and managing communication between a company and brand communities. Originality/value This study supplies the contribution to the existing literature and companies’ managers disclosing a field not analyzed before

Yes / Brands that do good for the society as well as for themselves are motivated by the core values they espouse, which necessitates a better understanding of what qualities a true core value must possess. The inherent tension within brands that do good, between commercial interests to increase competitiveness, and societal interests that are closely linked to the brand’s authenticity, has largely been overlooked. Hence, we develop and demonstrate a relatively easy-to-apply visual tool for evaluating core values based on a set of ‘goodness’ criteria derived from extant theory. The Core Value Compass adopts a paradox-based, evolutionary perspective by incorporating the inherent tensions within true core values, and classifying them according to their temporal orientation. Thus, we contribute towards a better understanding of underlying tensions of core values and provide a practical tool that paves the way for improved, and indeed ethical, corporate branding strategies. Furthermore, we demonstrate the Compass’ application using the case of a public sector brand, which is a quintessential brand that does good. Therefore, we also contribute to the nascent theoretical discourse on public sector branding. This paper therefore adds to the notable attempts to bridge the gap between theory and practice in core values-based corporate branding.

The fashion system has increasingly been imbued by ecology and sustainability. While in the recent years a lot on approaches to more sustainable consumption behaviour from the con- sumers’ side have been suggested, this study focuses on the very practice of how sustainabil- ity - in an applied matter - is realised within a fashion company. In this dissertation, two Swe- dish fashion brands, Nudie Jeans co and Filippa K, are being investigated and analysed due to their brand philosophies and concepts dealing with sustainability. If Nudie Jeans co’s first all- organic denim collection launched in Autumn 2012 or Filippa K’s emphasis to the longevity of clothing by classic shapes and plain colours; both ideas foster a slow fashion movement. One of this thesis’ implications is the fact, that the term sustainability is much more far- reaching and expansive as commonly defined. Also timelessness and tradition could be sus- tainable, if still taking care of environment and society. Finally, concepts of sustainability which are commonly not highlighted shall be identified and fill the yet existing gap.

Marketingas šiandien neveikia. Dauguma prekinių ženklų jau pranyksta per pirmus gyvavimo metus, o jų žinutės pasimeta informacija perkrautoje visuomenėje. Tai reiškia, kad verslas, kuris buvo pozicionuojamas per prekinį ženklą, yra nesėkmingas. Norint to išvengti ir tapti pirmo pasirinkimo prekiniu ženklu, reikia pozicionuoti ir kurti prekinio ženklo asmenybę per pojūčius: kvapą, skonį, garsą, vaizdą ir lytėjimą. Dabartinės prekinio ženklo žinutės daugiausia remiasi garsu ir vaizdu. To jau nepakanka. Praktiškai kiekvienas prekinis ženklas gali apimti trys, o gal net ir keturis pojūčius. Sensorinio prekinio ženklo vadyba padeda kurti stabilumą, aiškumą r tvirtą ryšį tarp prekinio ženklo bei jo vartotojo. Pirmiausiai reikia identifikuoti jau esamas prekinio ženklo vertybes (pojūčius), paversi jas prekinio ženklo prisilietimo taškais, sukurti tvirtą sinergiją tarp tų taškų ir toliau plėsti pojūčius. Prekinio ženklo pojūčių auditui naudojamas prekinio ženklo suskaldymo testas. Šis testas padeda nustatyti ar prekinio ženklo atskiros dalys gali nepriklausomai viena nuo kitos reprezentuoti patį prekinį ženklą. Kuo didesnis suskaldomumas, tuo prekinis ženklas giliau įsirėžia į žmonių mintis. Visi nori kažkuo tikėti ir tikėjimo patirtį dalintis su bendruomenės nariais. Religija kuria ir tikėjimą, ir bendruomenę. Prekinis ženklas galėtų pasimokyti iš religijos ir sukurti ištikimų pasekėjų minias. Kuo labiau prekinis ženklas tampa „žmoniškesnis“ ir artėja prie žmonių, tuo daugiau jis... [toliau žr. visą tekstą] / Marketing doesn’t work today. A majority of the brands vanish over its first existence year and the brand messages are lost in overcommunicated world. It means that business represented by dead brands is unsuccessful. To avoid this and to become the first choice brand it is necessary to position and develop brand personality through the human senses: smell, taste, sound, sight and touch. Today the brand messages usually appeal to sight and sound. But it is not enough. Practically every brand can appeal to three and sometimes to four or even more senses. Sensory branding enables to develop stability, clarity and strong bond between brand and consumer. It is necessary to identify already existing brand values (senses) in order to turn them into brand touch points, to make a strong synergy between them and then enhance the other senses. One of the ways to perform the brand sense audit is to do the brand smash test. This test enables us to evaluate how separate brand pieces can individually represent the brand. The bigger is the smashing point, the stronger is the brand personality and the associations can engrave deeper in the customer minds. Everyone wants to believe in something and share the experience of that belief with other community members. Religion creates belief and community. Brand has to learn from religion how to create loyal followers crowds. Today just the “humane” brand can have loyal customers.

This master thesis deals with the marketing strategy of A-Derma brand on the Czech and Slovak market. In the theoretical part I summarized basic information about marketing mix, brand and strategic brand management. In the practical section there is an introduction of marketing strategies of all the Pierre Fabre brands. Furthermore I focus on detailed analysis of A-Derma marketing strategy and suggest how to imporove it. The analysis evaluates marketing mix and individual campaigns in 2010 and proposes a strategy for 2011.

La conception de produits de marque nécessite de considérer en même temps les aspects qui concernent la perception du produit (lié à l'évaluation et les émotions des consommateurs et les valeurs de la marque), ainsi que les aspects techniques et d'ingénierie, comprenant les fonctionnalités, les performances, le coût du produit et sa fabricabilité. Dans un contexte pluridisciplinaire, les designers de produits et les ingénieurs doivent collaborer et communiquer entre eux pour obtenir un produit satisfaisant qui plaise émotionnellement aux consommateurs et qui réponde techniquement aux performances attendues et qui est faisable à fabriquer. Cependant, cette collaboration entre les designers et les ingénieurs est difficile à cause de leurs différentes connaissances, approches et responsabilités au cours du processus de conception. Cette recherche s’intéresse aux questions du comment soutenir la communication entre les designers et les ingénieurs de produits et comment soutenir l'intégration de point de vue l'ingénierie au plus tôt dans le processus de conception de produit de marque. Les résultats de cette recherche contribuent à la proposition d'une approche pour intégrer le point de vue de l'ingénierie au point de vue de design (émotions et esthétique). Une proposition et évaluation de trois approches pour soutenir la communication entre les designers et les ingénieurs est étudiée dans cette recherche. De même une approche d'intégration est proposée suivant des trois étapes de modélisation, transformation et intégration des connaissances d'ingénierie à la connaissance de design. Par notre travail, nous avons contribué au projet SKIPPI, dans le développement d'un logiciel d'aide à la génération d'idées et à la prise de décision dans les phases amont de la conception. / Design of branded products involves consideration of both perceptual aspects of the product appearance (related to consumers’ evaluation and emotions and the brand values) as well as the technical and engineering aspects including manufacturing feasibility, performances, and cost. Within a multidisciplinary design context, product designers and engineering designers need to collaborate and communicate together to achieve a satisfactory product that is emotionally appealing to the consumers and is technically performing the intended functions, and is feasible to manufacture. However, such collaboration between product designers and engineering designers is difficult due to their different knowledge background, work approaches and responsibilities during the design process. This research deals with the questions of how to support the communication between product designers and engineering designers and how to support the integration of the engineering viewpoint earlier in the design process of branded product. Proposition and evaluation of three potential approaches to support communication between product designers and engineering designers is investigated in this research. Likewise an integration approach is proposed following the three steps of modeling, transforming and integrating the engineering knowledge to design knowledge. The results of this research contribute to the SKIPPI project, in the development of a software to support idea generation and the decision-making in the upstream design phase.