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In today’s society, people do not solely purchase a product for its promised use. Instead, a brand is purchased and along with that brand comes a variety of associations. The associations of a product’s brand are what contributes to the added value that, according to this study, is what distinguishes a brand’s power. In order to create a powerful brand and such positive associations amongst its consumers, this study demonstrates the importance of understanding how a brand’s interest group behaves in their choice of brand. The study investigates the significance of interaction between a brand and its consumers, as well as how such a connection can be utilized in the development of creative advertisement as part of a brand’s construction. Through an instrumental case study, aiming to analyze a specific case in order to discern more general questions within an area of study, Head and Shoulders was selected as a relevant brand to analyze on account of its creative promo using brand-ambassadors in order to change and strengthen its brand. The results of the study can be summarized in three parts. The first part concerns how respondents describe the brand Head and Shoulders and the conclusions of what specifics draw the consumer’s attention making the brand powerful or not. The second part covers how creative advertisement is a suitable manner for a brand to create a dialogue with its consumers and how the use of brand-ambassadors can broaden a brand’s target audience. The third and final part discerns the overall theme throughout all parts of the conducted interviews. This would be how a brand’s consumers are highly focused on their own behavior believing they are being judged by others. In other words, the important point of interest is the theory of impression management. / I dagens samhälle köper en människa inte enbart en produkt med dess utlovade funktion. Det är ett varumärke som köps och med det varumärket kommer en rad olika associationer. Dessa associationer som en produkt får i och med att det bär ett visst varumärke är det som bidrar till det mervärde som enligt denna studie är det som utmärker vad ett starkt varumärke är. För att skapa ett starkt varumärke och dessa posititva associationer hos sina konsumenter har denna studie visat på hur viktigt det är för företaget bakom varumärket att förstå hur deras konsumenter agerar kring val av varumärken. Studien utreder betydelsen av interaktionen mellan varumärken och dess konsumenter och vidare hur denna förståelse kan användas i utformning av kreativ reklam som en del av varumärkesbyggandet. Genom en instrumentell fallstudie, som syftar till att undersöka ett specifikt fall för att genom det kunna få insikt i mer generella frågor inom ett område, valdes Head and Shoulders som varumärke att studera då deras kreativa reklamfilm med användningen av varumärkesambassadörer togs fram för att förändra och stärka varumärket. Studiens resultat kan sammanfattas genom tre delar. Den första delen handlar om hur respondenterna beskriver varumärket Head and Shoulders och hur slutsatser om vad det är konsumenter lägger märke till hos ett varumärke därefter utmärker det som starkt eller ej kan göras. Den andra delen handlar om hur kreativ reklam är ett bra sätt för ett varumärke att skapa dialog med sina konsumenter och hur användningen av varumärkesambassadörer kan bredda ett varumärkes målgrupp. Den tredje och sista delen handlar om vad studien funnit som övergripande tema genom alla delar av intervjuerna som gjorts. Detta är hur människor, ett varumärkes konsumenter, är väldigt fokuserad på sitt eget beteende utifrån tron om att de blir bedömda av andra. Det handlar alltså om teorin impression management.

Thesis (M.A.)--Florida Atlantic University, 1996. / Typescript (Photocopy). Includes bibliographical references (leaves 191-203).

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The mature work of Henry James gives the fullest expression of certain ideals which I have called the ideals of consciousness and conduct. These ideals are the subject of this thesis. As they are best illustrated in the two novels The Ambassadors (1903) and The Golden Bowl (1904), I have first analysed these books in detail. Though emphasising "theme" rather than "techniques" (I make the usual working distinction while recognising its limitations), I have also attempted to show how intimately James's technique is related to his exploration of consciousness and conduct. In Part Three I have tried to gather up ideas arising from the analyses of The Ambassadors and The Golden Bowl to compare them, expand on them and generalise from them. In this way I have arrived at conclusions that may help to interpret mature vision of James.

With the objective of addressing declining university retention rates, the Sherrod Library at East Tennessee State University (ETSU) developed a peer-mentoring program in 2017. The Library Ambassador Program entails hiring undergraduates each fall and offering them two semesters of information literacy training. In their third semester, ambassadors are deployed across campus to help students with research. This presentation will discuss ETSU’s Library Ambassador Program as it moves into its second year and the lessons learned along the way. Participants wishing to create their own peer-mentoring program will come away with practical advice on developing a timeline for implementation, handling the day-to-day logistics of student workers and designing a curriculum rooted in information literacy.

With the internet's rampage, the possibilities for consumer-driven distribution of information are massive. One way to use this inter-consumer approach is to encourage existing customers, or ambassadors, to invite their friends and family to become a part of the brands success. But how can companies motivate existing customers to play a more important role in the brand expansion? The purpose of this thesis is to explore the motives and triggers for existing customers to invite friends, to become new customers. This by combining the empirical data collected from telephone interviews and web surveys, with theories on brand equity and inter-consumer marketing. To delimit the thesis, only motives connected to the marketing of premium products with a high customer involvement have been analyzed. For this purpose, Mackmyra Svensk Whisky AB was chosen. The empirical delimitation of this thesis is thus the customers of Mackmyra. The results showed that the motives that are perceived motivational differ from person to person. The incentives identified as more prevalent than others were access to unique products, priority to limited editions, possibility to experience the company from the inside, invitations to exclusive events, price reductions and points to exchange for merchandise.The identified incentives were segmented. After the segmentation, every company should carefully consider which segments to target, as those best suited for incentive programs differs from case to case.

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This thesis proposes that architecture has the potential to organize experience through its sensory effects and that the body is the fundamental link between experience and the imagination. The project in this thesis is a traveling theater. It was inspired by an interest in the intersection between architecture and contemporary theater. The theater borrows elements from traditional theaters and street theater in an effort to establish a separation between actor and spectator while also encouraging exploration of that basic theatrical relationship. There were three fundamental moves in the theater: the cubic volume; the siting and decision to travel; and the separation of the structure and skin. Each of these was a starting point for sensory effects explored in the theater. / Master of Architecture