<p>The meaning of being someone and standing for something is getting more important today in the Swedish business market. Our thesis has a qualitative approach that aims to study the usage of personal branding in the upper-management of Swedish organizations. Theories collected from literature and articles include marketing branding, personal branding and leadership. Our main target is to identify components that obtain usage of personal branding which are, attributes and strengths, communication, values, and vision and mission. The empirical data is gathered from six personal interviews with managers. The result confirms that fifty percent of the managers in our study use personal branding through communication ways such as, apparel and agreement in word and actions. The outcome of the previous statement creates understanding and guidance in their leadership.</p><p> </p><p><strong>Keywords</strong>: Marketing branding, Personal branding, Manager and Leadership.</p> / <p>På dagens svenska arbetsmarknad talas det allt mer om betydelsen för en individ att vara någon och stå för något. Vi utförde en kvalitativ studie med en abduktiv ansats, som syftade till att undersöka hur företagsledare på svenska privata företag använder sig av personligt varumärke i sitt ledarskap. Vår teoretiska referensram utgick från befintlig litteratur och artiklar som rör varumärke, personligt varumärke och ledarskap. Vår fokus var att identifiera delarna i uppbyggnaden, egenskaper och styrkor, kommunikation, värderingar, och vision och mission vilka är grundläggande för användandet av det personliga varumärket. Empirins data insamlades genom personliga intervjuer med sex företagsledare. Resultatet av vår studie visade att hälften av våra respondenter aktivt använder sig av sitt personliga varumärke genom olika kommunikationssätt, klädsel och hur deras ord och handlingar stämmer överens. Detta agerande leder till ett tydligare ledarskap vilket skapar riktlinjer för företagsledarnas omgivning<em>.</em></p><p> </p><p><strong>Nyckelord</strong>: Varumärke, Personligt varumärke, Företagsledare och Ledarskap.</p>

<p>Hur kan sponsring stärka ett företags varumärke och vilka skillnader</p><p>och likheter finns det mellan hur tjänsteföretag och producerande</p><p>företag använder sig av sponsring i syfte att stärka varumärket?</p><p>Syftet är att studera hur företag använder sig av sponsring i avsikt att stärka</p><p>varumärket samt identifiera skillnader och likheter mellan</p><p>tjänsteföretags och producerande företags sponsringsverksamheter.</p><p>En tvärsnittsstudie har genomförts på fyra fallföretag. Primärdatan</p><p>samlades in genom semistrukturerade personliga intervjuer.</p><p>Den teoretiska referensramen baseras på vår modifierade</p><p>undersökningsmodell, AEGM-modellen, som är utformad utifrån</p><p>befintliga teorier inom ämnesområdena varumärke och sponsring.</p><p>Empiri i form av presentation av de undersökta företagens sponsringsverksamhet och</p><p>intervjupersonernas syn på hur företagen använder sponsring i syfte</p><p>att stärka varumärket.</p><p>Slutsats: Det förefaller skillnader, men även många likheter, mellan hur</p><p>tjänsteföretag och producerande företag använder sig av sponsring.</p><p>Ett varumärke kan stärkas med hjälp av sponsring, exempelvis genom</p><p>att kunden involveras i arrangemanget och att sponsringen</p><p>kombineras med andra marknadsföringsaktiviteter.</p>

<p>Syfte: Syftet med denna uppsats ge en ökad inblick i individuell sponsring då litteraturen kring detta fortfarande är väldigt begränsad.</p><p>Metod: Uppsatsen bygger på en kvalitativ ansats då vi ansåg att detta skulle ge det djup vi eftersökte för att finna svaret på hur företag resonerar kring sina sponsringsåtgärder. Vi började med att studera den tillgängliga litteratur som vi fann både i bibliotek och i databaser, för att sedan jämför dessa teorier med de tre semistrukturerade intervjuer som genomförts i empiri kapitlet. Vår avgränsning gjorde urvalet av respondentföretag väldigt limiterat, dock fann vi tillslut tre företag som passade våra preferenser väl, vilket bidrog till en ökad validitet i arbetet.</p><p>Resultat & slutsats: De tre olika respondentföretagen definitioner av sponsring skiljde sig åt, dock var kärnan i deras definition densamma. Vi tror även att sponsring inte skall användas i alla sammanhang. Istället bör företag noggrant överväga vilka personer och events som varumärket vill bli förknippade med, vilket stärker företagets profilering hos deras respektive målgrupp. Vi anser att det finns flera fördelar att rikta sina sponsringsinsatser gentemot individer istället för lag, då varumärkesbyggandet kring en individ gör att allmänheten lättare kan identifiera sig med en person då dennes värderingar avspeglar sig på varumärket. Även relationen mellan företag och sponsringsobjekt blir närmare och därmed ökar chanserna till ett framgångsrikt samarbete.</p><p>Likt den begränsade litteratur inom individ sponsring är även företagens kompetens inom vissa av sponsringens områden begränsad. Vår empiriska undersökning visar att företag behöver ta ställning till fler parametrar och arbeta mer strategiskt för att uppnå sponsringens fulla potential.</p><p>Förslag till fortsatt forskning: Individuell sponsring är ett fortfarande ett område som kräver mer forskning. Det vi finner intressant att utreda vidare är allmänhetens uppfattning om sponsring som marknadsföringsåtgärd kontra vad företagen anser de får ut.</p><p>Uppsatsens bidrag: Då det finns begränsat med litteratur om individuell sponsring, kan denna uppsats ses som ett bidrag till ett outforskat ämnesområde.</p> / <p>Aim: The purpose with this essay is to give a deeper insight of individual sponsorship, beacuse today the litterature is very limited.</p><p>Method: The scientific approch we have used in this essay is a qualitative method, we used this method to give a deeper insight of corporates toughts about sponsorship as a marketing tool. We begun by study the avalible litterature on the subject, witch we found in both librarys and computer databases. Then we compared the theorys against the semistructerd interviews. Our delimitation made the selection smaller. Eventually we found there cooperating firms, that matched our prefrences.</p><p>Result & Conclusions: The three companies we questioned had different definition of sponsrship, yet the cores in all definitions were the same. We believe that sponsorship not should be used in all coherence. In stead companies should carefully consider which individuals and events the brand are most liked to be associeted with, which can strenghten the opinion from respective target. We consider that there are severel advantages with individual sponsorship towards sponsoring a team. Brandbuilding around an individual makes it easier for the generell public to identify themselves with a indivudual. It´s also easier to build a closer relation between the company and the sponsored, which improves the chance for a succesful collaborate.</p><p>Just like the limited literature on the subject, the companies’ capability in parts of the subject is limited. Our empirical study showed that the companies need to be aware of the several aspects of sponsorship. To achive the full potential of sponsorship the companies have to work more strategic.</p><p>Suggestions for future research: We would find it interesting to find out the generel publics opinion of sponsorship as a marketing tool compared to corporates point of view.</p><p>Contribution of the thesis: Since there is still very limited litterature in this subject. This essay can be used as a contribution to further research.</p>

<p>Sammanfattning</p><p>Denna uppsats behandlar det samarbete som sedan 2003 finns mellan Linköpings Hockey</p><p>Club (LHC) och Linköpings Fotboll Club (LFC), som innebär en kombination av herr- och</p><p>damidrott. Samarbetet är unikt och de båda föreningarna har ett gemensamt varumärke och till</p><p>stor del samma management.</p><p>Syftet med denna uppsats är att få förståelse för det gemensamma varumärket i samband med</p><p>sponsring och identifiera de värden som kan finnas i samarbetet LHC/LFC. Detta utifrån</p><p>några av de nuvarande större sponsorernas perspektiv, samt även hur andra nationella</p><p>storsponsorer som generellt verkar inom idrottssponsring uppfattar det.</p><p>Resultatet av studien är ämnat att vara av intresse för LHC/LFC och målet är att kunna ge</p><p>dem ny kunskap i området och för att visa hur sponsorer uppfattar samarbetet. Detta görs</p><p>genom att intervjua nio intressanta företag som alla verkar i sponsringsbranschen. Av de nio</p><p>företagen är fem nuvarande sponsorer och fyra är nationella storföretag som verkar generellt</p><p>inom sponsring men som inte samarbetar med LHC/LFC i dagsläget. Syftet med att</p><p>undersöka stora nationella företag är för att se hur de uppfattar ett samarbete likt det som</p><p>LHC/LFC har, och om de ser några värden i den kombinationen.</p><p>Utgångspunkten för studien ligger i de teorier som valts som behandlar sponsring,</p><p>varumärken och värden. Utifrån teorierna utformades relevanta frågor till de intervjuer som</p><p>genomfördes som datainsamlingsmetod med de nio företagen, och svaren från dem utgör till</p><p>största delen empirin i studien. Övrig empiri består av tryckt material från LHC/LFC samt</p><p>Internet i form av deras hemsidor och företagshemsidor.</p><p>De nuvarande sponsorerna och de nationella företagen skildes åt i analysen, och empirin</p><p>analyserades utifrån de valda teorierna. De övergripande slutsatserna som kan dras av studien</p><p>är att det största värdet i samarbetet mellan LHC och LFC ligger i kombinationen av herr- och</p><p>damidrott. Sponsorerna använder eller kan använda detta på olika sätt, beroende på vad deras</p><p>motiv med sponsringen är.</p> / <p>Abstract</p><p>This thesis is about the cooperation between Linköpings Hockey Club (LHC) and Linköpings</p><p>Fotboll Club (LFC), which is a combination between male and female sports, ice-hockey and</p><p>soccer. It is a unique cooperation with mutual management and a mutual brand. The purpose</p><p>of this thesis is to gain a deeper understanding in the mutual brand and identify the values that</p><p>can occur in the cooperation between LHC and LFC in sponsorship. This will be examined in</p><p>two different perspectives, the present sponsors and some larger companies in the sponsorship</p><p>field. The purpose of examine the larger companies that not are in cooperation with LHC/LFC</p><p>at the moment, is to find out their thoughts about a combination like the one that LHC/LFC</p><p>have got. The empirical data has been collected through interviews with nine different</p><p>companies. The questions for the interviews are based upon relevant theories about</p><p>sponsorship, brands and values. The study shows that the most companies understand and can</p><p>observe that there are strong values, especially in the combination of male and female sports.</p><p>There is a big difference between how companies use these values in their sponsorship, often</p><p>it depends on the companies’ motives.</p>

<p>Konkurrensen om studenter och resurser har ökat bland universiteten. För att klara av konkurrensen har universitet aktivt börjat arbeta med varumärkesbyggande för att skapa starka varumärken. Den största delen av forskningen om varumärken har bedrivits på kommersiella organisationer och den forskning som finns om universitets varumärken har inte studerat svenska universitet. Denna uppsats vill öka kunskapen om vad ett svenskt universitets varumärke kan bestå av, vilken betydelse ett varumärke kan få och hur det byggs samt vilka problem som kan uppstå. För att lyckas med detta har en fallstudie bedrivits på Örebro universitet. Studien bygger på kvalitativ data, som erhölls genom semi-strukturerade intervjuer och visual card sorting methods. Data erhölls från 14 respondenter. Dessa respondenter representerar intressentgruppern studenter, fakulteten, ledningen, samarbetsorganisationer samt kommun/landsting då dessa är bland de mest betydelsefulla intressenterna för ett universitet. Denna uppsats kommer fram till att universitets varumärken är komplexa. Det finns flera olika faktorer som spelar in, kvalitet på utbildningar kan dock anses vara den enskilt viktigaste. Då universitet är tjänstevarumärke kan även mindre detaljer bli viktiga. Om ett universitet har ett starkt varumärke kan detta innebära många fördelar både för universitet och dess intressenter, tillexempel högre kvalitet och en bättre ekonomi. Det finns många risker och problem som kan uppstå när ett universitet arbetar med varumärkesbyggande. Dessa kan resultera i att varumärket skadas. Universitets varumärkesbyggande är således en balansgång då fördelarna med ett starkt varumärke måste väga upp kostnaderna och riskerna.</p> / <p>Competition to obtain students and resources has increased among the universities. To cope with competition the universities actively started to work with brand building to create a strong brand. The bulk of research on brands has however been conducted on commercial organizations and the research available on universities brands have not studied Swedish universities. The aim of this paper is to raise awareness of what a Swedish university's brand may consist of, the importance of the brand, how it is built and the problems that may arise. To achieve this a case study has been conducted on Örebro university. The study is based on qualitative data, obtained through semi- structured interviews and visual card sorting methods. Data was obtained from 14 respondents. These respondents represent different stakeholders of the university. The different stakeholders studied are students, faculty, management, co-operating organisations and municipality/province. These are the stakeholders considered the most important for a university. This paper concludes that university's brands are complex. There are several factors affecting the brand but the quality of education can be regarded as the single most important. A university is a service brand which means that also smaller details becomes important. If a university has a strong brand this can mean many advantages for both the university and its stakeholders, including higher quality and a better economy. However there are also risks and problems that may arise when a university is working with brand building. University's brand-building is thus a balancing act in which the benefits of a strong brand must outweigh the costs and risks.</p>

<p>This essay is about how SL (Stockholm lokaltrafik) builds up their brand. The company is one of the biggest monopolies in Stockholm and has an awareness rate of 96 per cent of the citizens in Stockholm. SL is well known in media and newspapers, but often the articles are about traffic disturbances and because of all that many travellers are not satisfied. There is a big chance that dissatisfied people choose not to go with the public transport and choose their car instead. In the long run a situation like that would not work and the environment can be affected in the future. SL has a big responsibility and a big assignment from the government to keep the environment safe and get as many as possible to travel with them. To see how they manage with their assignment I chose to see how they work with their brand.</p><p>The questions for the essay are: How does SL work to build up their brand? Does SL have a brand strategy? Which communication channels do they use? In what way are the traffic contractors involved?</p><p>The purpose of the paper is to see how SL works to build up their brand. And maybe with that information change the unhappy people’s thoughts by letting them understand the importance of the company’s existence and not take them for granted. </p><p>My method is a contents analysis and I got all information I needed from SL. They gave me three documents that contained about their communication strategy and brand platform. I discovered that their main target group is all the travellers and almost every step take is about to make the citizen satisfied. I also found two keywords to make it easier understand how they build their brand. Those keywords are the communication strategy which I say is SLs brand strategy and the brand platform. SL has not completed their assignment entirely, but there are much closer now then they were five years ago. More and more travellers are getting happier but still there are many left.</p>

<p>This study has a focus on brand building and brand identity. The overall idea of the study is to examine the Swedish clothing company WeAretheSuperlativeConspiracys brand building tactics and activities. WeAretheSuperlativeConspiracys, or WeSC, is a company that produces and sells streetfashion in over 20 countries and has over 1600 distributors. The company has in the recent years grown to become one of the largest in its segment. The interesting factor in WeSC´s brand building activities is the use of Weactivists. A Weactivists is a person, known or unknown, that is really good at what they do and share the mentality of WeSC. These individuals are used in the companies marketing in different and creative ways.</p><p>The purpose of this study is to describe and analyse the company’s use of Weactivists, specifically by describing the use of these persons in the company’s campaign material and analysing what message the usage sends. The main purpose is to analyze why WeSC use these Weactivists in their brand building activities. Interviews, company research and advertising material have been the empirical foundation of the study. The two main theories that have been used in this study focuses on brand building and brand identity. These theories have been applied on the empirical research in a purpose to analyse the company and its use of Weactivists.</p><p>After analysing WeSC we found that the Weactivists play an important and big roll in the company’s brand building. We found, that through these persons, WeSC communicate their core values and their identity in a creative and unusual way. By analysing the company’s campaign material, we saw signs of Swedish influences, humour, irony, creativity and a rebel attitude. In conclusion we found that the Weactivists play a crucial roll in the company’s communication of its identity. Through these persons, a clear and consistent identity is communicated with an emphasis and credibility that gives WeSC a unique position among its competitors.</p>

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<p>This bachelor of economics paper discuss that the increasing globalization has put the small companies in the Swedish textile and clothing industry in a situation where internationalization has become a necessity. Furthermore has the European Union lead to that this type of companies has to seek growth on foreign markets with great socio cultural distance from the home country, Sweden. Nowadays there’s no time to internationalize in the same course of action like before. Before, the Swedish companies begun their operations abroad in fairly nearby countries and only gradually penetrated more far-flung markets. Now this is no longer possible. Besides this, has the small Swedish companies in the textile industry developed strong brands with emotional value which complicates the situation of internationalization even more. At the same time as they face this challenge they are limited by their small resources.</p><p>This leads to the question at issue;</p><p>Which factors are important to small Swedish textile and clothing companies at establishment in countries that differs culturally from Sweden?</p><p>The purpose of the investigation is;</p><p>To map out and analyze small Swedish textile and clothing companies´ choice of establishment strategy in countries that differs culturally from Sweden.</p><p>The investigation is made as a case study. We have used interviews and questionnaires as the main form of collecting the data and information. Two small Swedish textile and clothing companies established in a culturally different country, Spain, have been interviewed. Other similar companies have taken part of the questionnaire survey.</p><p>In the theory part we review the following theories. We start by looking at the Hofstedes´ 4+1 model and the internationalization barriers according to Porter. The purpose of this is the importance of market knowledge. Then we study the Uppsala internationalization model, the international product life cycle and the network model which all describes the internationalization process. We also go through the new establishment strategies according to Porter and entry modes and factors that influence the choice of entry mode according to Hollensen. We have developed, on the basis of these relevant theories to the problem, a frame of reference which describes how this kind of companies should act when establishing in culturally different markets. The frame of reference states that a small Swedish textile and clothing company should know and understand the new market. First they should direct themselves to a specific and suitable segment, and then cooperate with other actors to gain market knowledge. Further they have to choose an entry mode, this choice is influenced by a number of factors such as firm size, socio cultural distance and international experience. This process should lead to the use of direct export through agents and distributors because of their market knowledge and the limited cost and risks which these bring.</p><p>We have developed our interview and survey questions on the basis of the frame of reference. The information is presented in the empirical part. It is furthermore analyzed and compared with the frame of reference. This led to the result which answers the purpose. The investigation compares the Spanish and Swedish culture and shows the main barriers and opportunities on the Spanish market for the small Swedish textile and clothing companies. It also demonstrates that the companies act as we advocate in our frame of reference when establishing in a culturally different market. The conclusion is that the most important factor is to create useful contacts with great market knowledge. Market investigations are too expensive and therefore the key to success lies in having good cooperation partners in the distribution. The investigation is an indicator of that the companies no longer follows the old school of internationalization.</p><p>Finally we discuss the subject and get to the conclusion that the theories of internationalization and culture within the business economics are obsolete and therefore it would be interesting with further studies within the area.</p>