Branding of people is a relatively new concept within the branding area. This concept has grown rapidly and its importance is increasing. Our purpose of this thesis is to describe how a strong personal brand is developed and how it is sustained. We also want to highlight what factors that determine who will succeed to develop a strong personal brand and who will not and if the associations that other people have of you can be determined by the brand owner. We have chosen to do a qualitative method by conducting interviews with five wellknown Swedish persons that we argue have or are beginning to develop strong personal brands within different areas. The frame of reference consists of some concepts on traditional branding and models within the personal branding area. We found that the existing literature within personal branding was not sufficient to fulfil our purpose and therefore we have created a research model. The empirical findings are applied to the research model in the analysis. We argue that the base to develop a strong personal brand is to truly know who you are and what you stand for. When you have a clear understanding about who you are, it is important to be consistent in the messages that you communicate in order to avoid confusion among other people. To have a strong personal brand, you also need to be well-known among more people than just your family and friends. Personal branding is to a large extent about how other people perceive you and we argue that you can to some extent affect this image by being consistent and clear about who you are and what you stand for. People cannot see your thoughts, only your actions. All people have a personal brand but we believe that the process to develop your personal brand depends on what goals you have with it and what you want to accomplish. All people do not gain anything by having a strong personal brand but we believe that all people can use some parts of the concept in order to know who you are and what you stand for.

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Yes / There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers’ perceived brand value concept from the branding literature to investigate Chinese millennial tourists’ destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists’ perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs. international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions. / Zhejiang Natural Science Funding [LQ17G020009]

För en stad är det viktigt att sticka ut, att göra sig hörd bland andra städer som konkurrerar om besöksnäring och nya invånare. Hur kan en medelstor stad sticka ut från mängden? Kanske genom att marknadsföra sig tillsammans med en idrottsförening. Studien undersöker hur en stad tillsammans med det lokala elitishockeylaget och destinationsbolaget arbetar för att skapa en positiv bild av staden. Tidigare forskning har fokuserat på hur städer arbetat med stora mästerskap, såsom Olympiska spelen och världsmästerskap. Ingen relevant forskning som vi har tagit del av har behandlat samarbetet mellan ett lokalt elitlag i ishockey, destinationsbolag samt kommun. De teorier som använts är place branding och co-branding. Dessa teorier består av flera aspekter som kan appliceras på en studie, place branding har ”the five Rs of place branding” och co-branding har ”5C co-branding strategy”. Den metod som använts är kvalitativa intervjuer. Dessa intervjuer var strukturerade med öppna frågor för att få så informationsrika svar som möjligt. Orsaken till att kvalitativa intervjuer genomfördes var att få reda på om det fanns något samarbete mellan organisationerna. Resultatet visar att det inte finns något utbrett samarbete mellan dessa tre organisationer. Samtliga organisationer var positiva till ett framtida samarbete men i dagsläget finns inga planer från någon av organisationerna att inleda ett samarbete med någon av de andra. / It is important for a city to stand out, to make itself heard among other cities that are competing for the same tourism income<img src="https://cdncache-a.akamaihd.net/items/it/img/arrow-10x10.png" /> and new citizens. How can an medium-sized city stand out from the crowd? Perhaps by marketing itself together with a sports club. This study investigates how a city together with the local elite ice hockey team and the visitors bureau work to create a positive image of the city. Previous research has focused on how cities work with big events, such as the Olympic games and world championships. No relevant research that we have come across has looked at the cooperation between a local elite ice hockey team, the visitors bureau and the local government. The theories that have been used are place branding and co-branding. These theories are composed of multiple aspects that can be applied to a study, place branding has ”the five Rs of place branding” and co-branding has the ”5C co-branding strategy”. The method that has been used is qualitative interviews. The interviews that have been carried out were structured with open question to get as much information from the answers as possible. The reason that qualitative interviews were carried out was to find out if there was any cooperation between these organizations. The results show that there is no widespread cooperation between these organizations. All of the organizations were positive to the idea of future cooperation, but as of now there are no plans from any of the organizations to commence a cooperation initiative with any of the others.

<p>Abstract</p><p>The market of consumer goods has become saturated and in the superfluous range of goods it is necessary to be able to differentiate your products from the competitors’. To facilitate this, many products and services are attributed with additional qualities, such as feelings, status and personality traits. These attributes are included in the abstract concept of a brand. A brand is an essential medium of communication to the customers, transmitting the special characteristics which will differentiate the product or the service from others. The stores are the actual spot where the brand can be perceived and experienced in real life. The store will by its concrete and non-concrete means transmit feelings the customers will relate to the brand, and the store personnel are important as well as active messengers of the brand. Some of the most well-known companies today are multinational companies which sell retail products and have succeeded to create a world known brand, one of them is Apple. Apple has a renowned brand intended to represent quality, design and innovative thinking. They value and are conscious about their brand and thus care to maintain its good reputation.</p><p>The purpose of this thesis is to analyze how Apple’s brand concept is transferred to their premium reseller stores, namely Macoteket, and also to discuss whether and how the brand is seen in the stores. The study has been conducted through studying material and theories relevant to brand transfer, and then visiting Apple’s office and three Macoteket stores and carrying out several interviews with people involved in the transfer of the brand. The results show that when transferring a brand to a store, the transfer strategy needs to be adjusted to fit the different kinds of knowledge that the brand consists of. The processes Apple use to transfer their brand to Macoteket indicate an excessively codified strategy, partly due to the fact that the deeper understanding of what needs to be said and done should be taught personally, and consequently not by instructions in texts and e-mails.</p>

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Många städer försöker utmärka sig på den globala världsmarknaden genom att skapa varumärken för sin stad, så kallade city- och place branding, som översätts till marknadsföring på svenska. Dessa begrepp har fått relativt lite plats inom forskningen, vilket har resulterat i att konsekvenserna av att använda sig av city- och place branding är tämligen okända. Trots att begreppen är outforskade, finns ett fåtal teorier kring kopplingen mellan den identitet som finns på platsen med det brand, som översätts till varumärke på svenska, som skapats för platsen. Syftet med denna uppsats är att studera vilka konsekvenser det finns för cyklister i Uppsala när kommunen satsar på att skapa ett brand kring Sveriges bästa cykelstad, vilket kommer att göras med hjälp av kvalitativa studier. Resultatet i denna studie visar på att kommunen misslyckas med att förankra brandet i den platsidentitet som finns i staden, vilken kan härledas till kommunens arbete med visuella marknadsförningsmedel, istället för ett arbete utifrån cyklisterna.

The concept of student as customer and marrying the concept of treating the student as a customer whilst delivering tertiary education which is both effective and rigorous is an issue which is currently being strongly debated.The objective of this thesis is to consider the student as a principle customer in the delivery of a particular brand of knowledge product, and the level of customer satisfaction they receive relative to the knowledge brand of their choice. Brand refers to the name and reputation of the knowledge provider, Auckland University of Technology, and the level and type of qualification achieved, the MBA degree.The marketing function promotes the brand. The day-to-day management of the process of learning is performed through operations. Thus, in providing tertiary education, how is the brand and the desired objectives of customer satisfaction promoted with the brand, balanced with organisational competencies when applied to the AUT MBA learning process.A triangulation approach has been applied in conducting both qualitative and quantitative research involving MBA students, lecturers and management staff at AUT in order to ascertain whether marketing promises were met. Key findings were that the perception of the quality of the MBA programme showed a statistically significant difference between satisfaction levels of graduate MBA students and undergraduate MBA students in the areas of flexibility, student orientation and support provided with applications and enrolment. Furthermore, the collective responses for both groups of students for all questions showed that although both groups of students appeared to demonstrate a general level of satisfaction with the MBA course, there was a general movement away from strong agreement for graduate students towards strong disagreement for undergraduate students. The results were analysed and recommendations made to enhance the marketing, management, delivery and assessment of the AUT MBA programme.

<p>Question: What different factors affect the SMEs to choose a specific bank?</p><p>Purpose: The purpose with this research is to find out how SMEs perceive the value and brand of the bank they are using for the financial services of their business. We will strive to find out how they perceive their banks and what underlying factors that affected their choice of bank the most. </p><p>Method: We have used a quantitative method and a deductive approach for this thesis. Hypotheses were created with theory as a base and tested on a sample population containing micro companies in the community of Halmstad, Sweden. The data were compared with mean, standard deviation and variance using SPSS. Cronbach’s alpha and Pearson’s correlation were used to improve reliability and test the correlation between statements used in the study.</p><p>Theoretical framework: The theory is based on Aaker (1991) and Keller (1993) and their research and theories about branding, surrounded by findings done by other researchers within the subject. The factors circling the brand phenomenon are explained; awareness, association, attitude, loyalty and activity. The bank industry and SMEs will be introduced to the reader, why branding becomes so important when dealing with services and the bank sector. </p><p>Empirical framework: The empirical findings contain the data collected from the survey handed out to the sample population. The findings are explained in tables and diagrams and are further used to compare with previous research and come up with a conclusion.</p><p>Conclusion: The most significant finding in the study is the importance of a personal contact at the bank, the micro company’s personal relation with one or more employees on the bank. Banks are not at all seen as unique in their supply of services, so the personal connection is an important factor which leads to loyalty. The respondents are satisfied with the performance of their banks, the supply of services covers their need. The micro companies do want the best possible solution to their specific situation, however, they do not seek for that optimal solution actively.</p>