Date: 2022-06-02 Level: Bachelor Thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalens University  Title: Birds of a feather flock together - A case study about Mimer AB’s brand identity- and image perceived by students. Supervisor: Lennart Haglund  Keywords: The Identity Prism, brand identity, brand image, marketing communication  Research questions: How do Mimer identify their brand towards students?What is the students’ image of Mimer?Which are the differences between the received image and the identity communicated by Mimer?   Purpose: The purpose of this study is to examine students’ perception about the housing association Mimer AB. With a further understanding for this a comparison of the brand identity- and image will be interesting since that can lead to a potential improvement in Mimer’s marketing communication progress towards students.  Method: This study is based on a deductive approach where mixed methods have been used. The empirical material has been collected through a semi structured interview and a survey. Conclusion: There are gaps between the students’ image about the brand Mimer and Mimer’s brand identity. The most obvious are in the brand identity prism’s two aspects: culture and relationship. Our study shows that Mimer’s prime values (ONE) are not clear in the communication towards the students, hence the two parties do not see the culture aspect in the same way. Furthermore, students have another perception of how the relationship is between them and Mimer than the housing association has. / Datum: 2022-06-02  Nivå: Kandidatuppsats Företagsekonomi, 15hp  Akademi: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Titel: Lika barn leka bäst - En fallstudie om Mimer AB:s varumärkesidentitet- och image uppfattad av studenter.  Handledare: Lennart Haglund  Nyckelord: Identitetsprisman, varumärkesidentitet, varumärkesimage, marknadskommunikation  Forskningsfrågor: Hur identifierar Mimer sitt varumärke gentemot studenter?Vad är studenternas image av Mimer?Vilka är skillnaderna mellan den mottagna imagen och identiteten kommunicerad av Mimer?  Syfte: Syftet med uppsatsen är att undersöka studenters uppfattning om bostadsföreningen Mimer AB. Genom en ökad förståelse för detta blir ett jämförande av varumärkesidentiteten- och imagen intressant då det kan leda till en potentiell förbättring i Mimers utveckling av marknadskommunikation gentemot studenter.   Metod: Denna studie har utgått från en deduktiv ansats där mixed methods använts. Det empiriska materialet samlades in med hjälp av en semistrukturerad intervju och en enkätundersökning. Slutsats: Det finns skillnader mellan studenternas image om varumärket Mimer och Mimers varumärkesidentitet. De tydligaste finns i varumärkesprismans två aspekter kultur och relation. Vår studie visar att Mimers främsta värderingar (ONE) inte genomsyras i kommunikationen gentemot studenterna, därav ser de två parterna inte kulturaspekten på samma sätt. Vidare har studenter en annan uppfattning av hur relationen ser ut mellan dem och Mimer än vad bostadsföreningen har.

The purpose of this study is to examine what characterizes brand identity and positioning regarding festivals on the current Swedish festival market. In relation to our purpose we are also going to analyze how festival attendees relate to a festivals brand identity. Our research question is as follows: What characterizes festivals brand identity and positioning on the current Swedish festival market? This study has been written with a qualitative research method and an inductive approach. Our empirical foundation is built on a rich content based on personal interviews. We interviewed in total 17 people who all have vast knowledge in our field of study. Five of our respondents have great knowledge within the festival business while the other 12 are experienced festival attendees. In our final chapter we present our conclusions that we have reached through our analysis of the empirical materials that we have weighed against theoretical framework. The conclusions we have reached are that the festivals are dependent on their core values which is a part of their brand identity, that in turn defines their positioning on the market. Festivals also need to offer added value in order to attract new customer and to maintain their current relationship to their customers.