<p>The purpose of this paper was to analyse “Identity- about trademarks, signs and symbols”. The project was a co-operation between the National museum of Art and Stockholm School of Economics in the spring of 2002, which consisted of an exhibition, a book and a series of seminars. The goal was to illustrate how the trademark had developed through history, which role it has in the modern society and how the trademark serves as a creator of identities. The project, mostly the exhibition, was exposed to criticism, which was directed towards the sponsorship deals between The National Museum of Art and five companies.</p>

The purpose of this paper was to analyse “Identity- about trademarks, signs and symbols”. The project was a co-operation between the National museum of Art and Stockholm School of Economics in the spring of 2002, which consisted of an exhibition, a book and a series of seminars. The goal was to illustrate how the trademark had developed through history, which role it has in the modern society and how the trademark serves as a creator of identities. The project, mostly the exhibition, was exposed to criticism, which was directed towards the sponsorship deals between The National Museum of Art and five companies.

Den utbildningsmarknad som utvecklats de senaste decennierna har alltmer inneburit att lärosäten strategiskt arbetar med relationsbyggande kommunikation för att sälja sina utbildningsutbud. Problemområdet omfattar därmed en komplexitet inom utbildningskommunikation hos högskolor. Med hjälp av ett teoretiskt ramverk omfattande Bourdieu, Mayhew, Carlbaum och Allelin analyserar vi webbaserade texter hos en statlig och en privat högskola, genom att tillämpa en kvalitativ textanalys. Syftet med studien är att bidra till en ökad uppmärksamhet beträffande hur högskolor aktivt arbetar med strategiskt kommunikationsarbete för att rekrytera studenter, samt att diskutera hur marknadsutvecklingen har influerat den strategiska kommunikationen inom högskolan. Med detta vill vi få en djupare inblick i vad som utmärker kommunikationen hos studiens utvalda högskolor. Vi genomför studien utifrån följande frågeställning: Hur skiljer sig det strategiska kommunikationsarbetet åt mellan Handelshögskolan i Stockholm och Handelshögskolan i Göteborg gällande rekrytering av studenter? Resultatet påvisar många likheter i texternas innehåll, men där skillnader uppstår i form av tonalitet och vad som lyfts fram. De båda högskolorna anspelar på ett socialt kapital och en trygg arbetsmarknad efter avslutade studier, dock på skilda sätt där tonaliteten är avgörande. Handelshögskolan i Göteborg anspelar på en gemenskap och valfrihet för studenten, och Handelshögskolan i Stockholm anspelar på ett starkt nätverk och en framgångsrik yrkeskarriär på stora bolag. Beroende på en presumtiv students preferenser tilltalas denne av olika former av strategisk kommunikation, och väljer således lärosäte utefter detta. / The education market that has developed in recent decades has meant that higher education institutions work strategically with relationship-communication in order to sell their education. The problem area targets therefore a complexity in educational communication in schools at university level. We use a theoretical framework that includes Bourdieu, Mayhew, Carlbaum and Allelin to analyze web-based texts at a state university and a private university, with the use of a qualitative text analysis. The purpose of this study is to contribute to increased attention regarding how schools actively work with strategic communication to recruit students, and to discuss how the market development has influenced strategic communication within the school area. We want to receive a deeper insight into what characterizes the communication of the selected universities of this study. The study is based on the following question: How does the strategic communication work differ between the Stockholm School of Economics and Gothenburg School of Business, Economics and Law regarding the recruitment of students? The result shows many similarities in the content of the texts, but we see differences in the form of tonality and what is highlighted. The two universities allude to social capital and a secure labor market after completing their studies, but in different ways where tonality is crucial. The Gothenburg School of Business, Economics and Law alludes to a community and freedom of choice for the student, and the Stockholm School of Economics alludes to a strong network and a successful professional career at large companies. Depending on a prospective student's preferences, he or she is attracted to various forms of strategic communication, and thus chooses a university according to this.