Dagens urbaniseringstrend är mer komplex än tidigare. Boverket menar att inflyttningen till städerna fortfarande kommer att öka samtidigt som landsbygdsbefolkningen fortfarande är densamma. Orsaken till denna befolkningsökning i städerna är relaterad till flyktinginvandring. Denna förskjutning i befolkningens geografiska fördelning medför utmaningar och krav som måste hanteras. Den ökande befolkningen i städerna leder till brist på bostäder och andra byggnader, vilket i sin tur kräver innovativa lösningar för att möta efterfrågan. Ett alternativ till att utnyttja obebyggd mark är, att maximera användningen genom påbyggnation på befintliga byggnader. Påbyggnader erbjuder en möjlighet att exempelvis öka stadens bostadsutbud och kontorslokaler utan att expandera stadens geografiska område. För att bättre förstå tekniska utmaningar med påbyggnader, utförs en kvalitativ studie. Syftet är att undersöka och analysera hur bärande stomme och grundläggning har hanterats i praktiken i några olika fallstudieobjekt, samt att utforska perspektiven och riktlinjerna från myndigheter som till exempel Boverket och kommuner. Huvudmetoden i arbetet har varit semistrukturerade intervjuer. Intervjupersonerna inkluderar flera olika aktörer såsom till exempel konstruktörer, entreprenörer, geotekniker och representanter från olika myndigheter. Resultatet antyder, att den befintliga byggnadens bärförmåga är av avgörande betydelse för möjligheterna att genomföra en påbyggnad. Behovet av förstärkningsåtgärder varierar beroende på den befintliga byggnadens strukturella egenskaper och vilken verksamhet som bedrivs i den. Förstärkning av byggnadens stomme, med varierande metoder, var nödvändigt i samtliga fall medan grundförstärkning endast behövdes i hälften av fallen och genomfördes då med olika typer av pålning. Majoriteten av påbyggnaderna har utförts med en lätt stomme. Resultatet av arbetet kan ses som vägledande rekommendationer för framtida påbyggnadsprojekt. En central slutsats, är att samtliga undersökta befintliga byggnader kräver någon form av stomförstärkning. Vidare indikerar resultaten att en lätt påbyggnadskonstruktion föredras för att minimera påverkan på den befintliga byggnaden. En viktig rekommendation är, att upprätthålla en kontinuerlig dialog mellan konstruktör och entreprenör under hela projektets gång. Även om det för närvarande inte finns några specifika lagkrav eller förändringar som reglerar påbyggnader, visar resultaten, att kommuner har ett starkt fokus på förtätning av stadsområden. Detta inkluderar möjligheten till påbyggnader för att öka bostadstätheten och utnyttja befintliga resurser mer effektivt. Dessutom strävar Boverket efter att främja principer för cirkulär ekonomi, vilket innebär ökad användning av befintliga byggnader och material i framtida byggprojekt. Detta arbete kommer att analysera fyra olika genomförda påbyggnader, och två påbyggnader, som av olika anledningar inte har genomförts. Det är endast kontors-,parkeringshus- och flerbostadshus- byggnader som kommer att studeras. Detta arbete kommer inte att fokusera på den ekonomiska aspekten eller på miljöaspekter utan endast på de tekniska egenskaperna. / The current trend of urbanization is more complex than before. The Swedish National Board of Housing, Building and Planning states that migration to cities will continue to increase, while the rural population remains the same. The reason for this population growth in cities is related to refugee immigration. The increasing city population also leads to lack of housing and other buildings, which in turn requires innovative solutions to meet demand. An alternative to using underdeveloped land is to maximize the use of existing structures by vertical extension. Superstructures offer an opportunity to increase the city's housing supply without expanding the city's geographical area. In order to gain a deeper understanding of these technical challenges associated with superstructures, a qualitative study is being conducted. The purpose is to investigate and analyze how the load-bearing structure and foundation have been managed in practice in various case study subjects, as well as to explore the perspectives and guidelines from authorities such as The Swedish National Board of Housing, Building and Planning and municipalities. The main method used in the work has been semistructured interviews. The people who have been interviewed include several different actors such as construction engineer, contractors, a geotechnician and representatives from various authorities. The findings indicate that the load-bearing capacity of the existing building is crucial for the feasibility of an extension. The necessity for reinforcement measures varies depending on the structural characteristics and functions of the existing building. Strengthening the building's structure, using various methods, was necessary in all examined cases, while foundation reinforcement was required in only half of the cases, and was then carried out using various types of piling. All extensions have been constructed with a lightweight structure. The results of the study can be viewed as guiding recommendations for future extension projects. A key conclusion is that all existing buildings require some form of structural reinforcement. Furthermore, the results indicate a preference for a lightweight vertical extension construction to minimize impact on the existing building. An important recommendation, for a successful project, is to maintain continuous dialogue between construction engineer and contractor throughout the project. Although there are currently no specific legal requirements or regulations governing vertical extensions, the results show that municipalities have a strong focus on urban densification. This includes the potential for vertical extensions to increase housing density and utilize existing resources more efficiently. Additionally, The Swedish National Board of Housing, Building and Planning strives to promote principles of circular economy, which involve increased utilization of existing buildings and materials in future construction projects. This work will analyze four completed extensions and two extensions that, for various reasons, have not been carried out. Only office buildings, parking structures, and residential buildings will be studied. This work will not focus on the economic aspect or environmental aspects but solely on the technical characteristics.

Em um mundo cada vez mais competitivo, onde a produção aponta para uma tendência de mobilidade global – aproveitando as oportunidades de eficácia produtiva, como os países asiáticos, e no Brasil, em regiões que oferecem incentivos fiscais e mão de obra barata, conforme Troiano (2006), o tema “valor de marca” é muito relevante para o posicionamento de uma organização no mercado,que queira buscar o reconhecimento pelos seus consumidores. Atualmente, marca é uma questão sempre discutida e o desafio de escolher a melhor estratégia para gerenciá-la, dentre marca única e arquitetura de marca, esta dissertação visa compreender e analisar a estratégia da marca como extensão vertical, analisando cases de organizações que a praticam, aplicando uma pesquisa qualitativa com profissionais e acadêmicos da área. O DNA das marcas poderosas fazem parte do DNA dos seus consumidores, uma relação de afinidade, uma questão de conforto emocional, que transcendem a relação simples do negócio sobre a ótica econômica-financeira. Por isso, além de uma análise sobre a marca, escrevemos sobre o comportamento do consumidor, para termos como embasamento dos seus desejos e necessidade, e como a marca desempenha um papel social, aproximando as pessoas do eu idealizado. O estudo visa auxiliar aos estudiosos e profissionais em marketing, que no dia a dia convivem com o desafio da gestão da marca e seus impactos no mercado e na organização. Com o estudo foi possível observar algumas características de uma marca de sucesso, entre elas: diferenciação, relevância, estima e conhecimento. Como também a importância de uma excelente gestão de marca de forma profissional e que esta tenha uma história que faça a diferença e seja admirada pelos consumidores. / In an increasingly competitive world, where production signalizes a global mobility trend – taking advantage of productive efficacy opportunities, such as the ones in Asian countries, and Brazil, in regions which offer fiscal incentives and cheap labor, according to Troiano (2006), the topic “brand value” is quite relevant for the positioning of an organization which seeks recognition on the part of its consumers, in the market. Currently, brand is an invariably discussed issue, and the challenge to choose the best strategy to manage it, among unique brand and brand architecture. This thesis aims at understanding and analyzing brand strategy as a vertical extension, by analyzing cases of organizations which practice it, through a qualitative research with professional and academic people of the area. The DNA of powerful brands is part of the DNA of their consumers, a relation of affinity, a question of emotional comfort, which transcends the simple business relationship under the economic-financial viewpoint. On account of this, in addition to analyzing the brand, we write about consumer behavior in order to understand their needs and wishes, as well as, the social role of the brand, by drawing people near to their idealized “I”. The study seeks to help the marketing professional and academic people, who in their daily lives face the challenge of brand management and its impacts on the market as well as in the organization. Through this study it will be possible to notice some features of a successful brand, being among them: differentiation, relevance, appreciation, and knowledge. In addition, there is the importance of an excellent professional brand management, in a way in which it has a history that makes a difference and that is admired by consumers.

Em um mundo cada vez mais competitivo, onde a produção aponta para uma tendência de mobilidade global – aproveitando as oportunidades de eficácia produtiva, como os países asiáticos, e no Brasil, em regiões que oferecem incentivos fiscais e mão de obra barata, conforme Troiano (2006), o tema “valor de marca” é muito relevante para o posicionamento de uma organização no mercado,que queira buscar o reconhecimento pelos seus consumidores. Atualmente, marca é uma questão sempre discutida e o desafio de escolher a melhor estratégia para gerenciá-la, dentre marca única e arquitetura de marca, esta dissertação visa compreender e analisar a estratégia da marca como extensão vertical, analisando cases de organizações que a praticam, aplicando uma pesquisa qualitativa com profissionais e acadêmicos da área. O DNA das marcas poderosas fazem parte do DNA dos seus consumidores, uma relação de afinidade, uma questão de conforto emocional, que transcendem a relação simples do negócio sobre a ótica econômica-financeira. Por isso, além de uma análise sobre a marca, escrevemos sobre o comportamento do consumidor, para termos como embasamento dos seus desejos e necessidade, e como a marca desempenha um papel social, aproximando as pessoas do eu idealizado. O estudo visa auxiliar aos estudiosos e profissionais em marketing, que no dia a dia convivem com o desafio da gestão da marca e seus impactos no mercado e na organização. Com o estudo foi possível observar algumas características de uma marca de sucesso, entre elas: diferenciação, relevância, estima e conhecimento. Como também a importância de uma excelente gestão de marca de forma profissional e que esta tenha uma história que faça a diferença e seja admirada pelos consumidores. / In an increasingly competitive world, where production signalizes a global mobility trend – taking advantage of productive efficacy opportunities, such as the ones in Asian countries, and Brazil, in regions which offer fiscal incentives and cheap labor, according to Troiano (2006), the topic “brand value” is quite relevant for the positioning of an organization which seeks recognition on the part of its consumers, in the market. Currently, brand is an invariably discussed issue, and the challenge to choose the best strategy to manage it, among unique brand and brand architecture. This thesis aims at understanding and analyzing brand strategy as a vertical extension, by analyzing cases of organizations which practice it, through a qualitative research with professional and academic people of the area. The DNA of powerful brands is part of the DNA of their consumers, a relation of affinity, a question of emotional comfort, which transcends the simple business relationship under the economic-financial viewpoint. On account of this, in addition to analyzing the brand, we write about consumer behavior in order to understand their needs and wishes, as well as, the social role of the brand, by drawing people near to their idealized “I”. The study seeks to help the marketing professional and academic people, who in their daily lives face the challenge of brand management and its impacts on the market as well as in the organization. Through this study it will be possible to notice some features of a successful brand, being among them: differentiation, relevance, appreciation, and knowledge. In addition, there is the importance of an excellent professional brand management, in a way in which it has a history that makes a difference and that is admired by consumers.

Em um mundo cada vez mais competitivo, onde a produção aponta para uma tendência de mobilidade global – aproveitando as oportunidades de eficácia produtiva, como os países asiáticos, e no Brasil, em regiões que oferecem incentivos fiscais e mão de obra barata, conforme Troiano (2006), o tema “valor de marca” é muito relevante para o posicionamento de uma organização no mercado,que queira buscar o reconhecimento pelos seus consumidores. Atualmente, marca é uma questão sempre discutida e o desafio de escolher a melhor estratégia para gerenciá-la, dentre marca única e arquitetura de marca, esta dissertação visa compreender e analisar a estratégia da marca como extensão vertical, analisando cases de organizações que a praticam, aplicando uma pesquisa qualitativa com profissionais e acadêmicos da área. O DNA das marcas poderosas fazem parte do DNA dos seus consumidores, uma relação de afinidade, uma questão de conforto emocional, que transcendem a relação simples do negócio sobre a ótica econômica-financeira. Por isso, além de uma análise sobre a marca, escrevemos sobre o comportamento do consumidor, para termos como embasamento dos seus desejos e necessidade, e como a marca desempenha um papel social, aproximando as pessoas do eu idealizado. O estudo visa auxiliar aos estudiosos e profissionais em marketing, que no dia a dia convivem com o desafio da gestão da marca e seus impactos no mercado e na organização. Com o estudo foi possível observar algumas características de uma marca de sucesso, entre elas: diferenciação, relevância, estima e conhecimento. Como também a importância de uma excelente gestão de marca de forma profissional e que esta tenha uma história que faça a diferença e seja admirada pelos consumidores. / In an increasingly competitive world, where production signalizes a global mobility trend – taking advantage of productive efficacy opportunities, such as the ones in Asian countries, and Brazil, in regions which offer fiscal incentives and cheap labor, according to Troiano (2006), the topic “brand value” is quite relevant for the positioning of an organization which seeks recognition on the part of its consumers, in the market. Currently, brand is an invariably discussed issue, and the challenge to choose the best strategy to manage it, among unique brand and brand architecture. This thesis aims at understanding and analyzing brand strategy as a vertical extension, by analyzing cases of organizations which practice it, through a qualitative research with professional and academic people of the area. The DNA of powerful brands is part of the DNA of their consumers, a relation of affinity, a question of emotional comfort, which transcends the simple business relationship under the economic-financial viewpoint. On account of this, in addition to analyzing the brand, we write about consumer behavior in order to understand their needs and wishes, as well as, the social role of the brand, by drawing people near to their idealized “I”. The study seeks to help the marketing professional and academic people, who in their daily lives face the challenge of brand management and its impacts on the market as well as in the organization. Through this study it will be possible to notice some features of a successful brand, being among them: differentiation, relevance, appreciation, and knowledge. In addition, there is the importance of an excellent professional brand management, in a way in which it has a history that makes a difference and that is admired by consumers.

The global population is estimated to rise by 89 million people annually and for this reason there is a need for more housing and buildings worldwide. As cities grow outwards and buildable land becomes scarce, it is necessary to increase the height of buildings in cities, especially where the height of existing buildings is low. For crowded cities, story extensions are an increasingly popular measure that could meet market’s demand for centrally located homes.The main focus of this study is to clarify how a specific existing building handles the addition of a story. The existing building that was used as a starting point is located in Styrmansgatan in Gävle, the district Brynäs. The building has totally three storiesand is a youth residence where HBS is the property owner. The study presents the approach to validate and simulate the existing building.The method of the work is modelling in StruSoft FEM-Design which is a program used for modelling, analysis and design of load-bearing elements of buildings according to Eurocode. With the help of the program, it is investigated whether the existing building can handle an extension and which reinforcements should be made. It is suitable for all different types of design tasks from the entire stability analysis in a building to individual elements. The work is carried out in 3 steps where first the reference building to be used as a starting point is modelled, analyzed and designed. The next step is to add a story and then analyze any additional measures in connection with the extension of the story. The building must be approved according to standards as a starting point with regard to degree of utilization and deflection. Then, a comparison is made between the existing building structure and the superstructure with respect to degree of utilization, deflection, stress, and the base reaction.Results obtained from this study show that if an extension is to be possible, reinforcement solutions should take place for building elements that receive an unacceptable degree of utilization. The reinforcement solutions are resulted with the help of beams, columns, wind brace and changed reinforcement contents in reinforced concrete elements for the load-bearing structure. The study concludes that the story extension is possible with added reinforcement measures / Den globala befolkningsmängden beräknas stiga med 89 miljoner människor årligen och av den anledningen finns det ett behov av fler bostäder och byggnader över hela världen. När städer växer utåt och expanderar blir byggbar mark en bristvara, där kan påbyggnad vertikalt vara ett alternativ då man ökar höjden på byggnader. För trånga städer är våningspåbyggnader en alltmer populär åtgärd som skulle kunna möta marknadens efterfrågan av centralt placerade bostäder. Huvudfokus i denna studie är att klargöra hur en specifik befintlig byggnad klarar påbyggnad av ett våningsplan. Den befintliga byggnaden som användes som utgångspunkt ligger på Styrmansgatan i Gävle, stadsdelen Brynäs. Byggnaden har totalt tre våningar och är ett ungdomsboende där HSB står som fastighetsägare. Studien presenterar tillvägagångssättet för validering och simulering av en befintlig byggnad.Arbetet utfördes med StruSoft FEM-Design som används för modellering, analys och design för bärande element i byggnader baserade på Eurokod. Med hjälp utav StruSoftFEM-Design ska det undersökas om den befintliga byggnaden klarar av en utökning och huruvida vilka förstärkningar som eventuellt bör ske. Den passar för alla olika typer utav konstruktionsuppgifter från hela stabilitetsanalysen i en byggnad till enskilda element. Arbetet kommer genomföras i 3 steg där först den referensbyggnad som skall användas som utgångsläge modelleras, analyseras och designas. Nästa steg är att lägga till ett våningsplan för att sedan analysera eventuella tilläggsåtgärder i samband med utökning av ett våningsplan. Byggnaden skall vara godkänd enligt standarder som utgångspunkt med avseende på utnyttjandegrad och nedböjning. Därefter sker det en jämförelse mellan den befintliga bygganden och påbyggnaden med avseende på utnyttjandegrad, nedböjning, spänning och grundreaktionen.Resultat som har erhållits från denna studie påvisade att om en påbyggnad ska vara möjlig bör förstärkningslösningar äga rum för byggnadselement som fick en oacceptabel utnyttjandegrad. Förstärkningslösningen resulterade med hjälp av balkar, pelare, vindstage och ändrat armeringsinnehåll för armerad betong element för den bärande konstruktionen. Studiens slutsats är att våningspåbyggnad är möjlig vid tillagda förstärkningsåtgärder.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-06T20:37:04Z No. of bitstreams: 1 Renato Ferreira Pimenta.pdf: 943887 bytes, checksum: cb52869fbbd938da84da184a210a0987 (MD5) / Made available in DSpace on 2016-06-06T20:37:04Z (GMT). No. of bitstreams: 1 Renato Ferreira Pimenta.pdf: 943887 bytes, checksum: cb52869fbbd938da84da184a210a0987 (MD5) Previous issue date: 2015-12-11 / This study has the objective to analyze the effects of vertical brand extension strategies, down and up, in Luxuriousness Perceived in luxury brands. Six hypotheses were tested using a quantitative approach structured questionnaires and carrying three experiments involving a total of 1009 subjects. For data analysis we used Analysis of Variance technique (ANOVA). In Experiment 1, the results suggest decreased Perceived Luxuriousness vertical brand extension down relative to the parent brand and no significant difference in Luxuriousness Perceived vertical brand extension up, in relation to the parent brand. In Experiment 2, it was found that the brand extension strategy vertically down negatively affects Luxuriousness Perceived the parent tag. And in Experiment 3 it was found that consumer attitude towards vertical brand extension down is significantly lower than the Attitude toward the parent brand. / Este estudo apresentou como objetivo analisar os efeitos das estratégias de extensão de marca vertical, para baixo e para cima, na Luxuosidade Percebida em marcas de luxo. Foram testadas seis hipóteses por meio de uma abordagem quantitativa com aplicação de questionários estruturados e realização de três experimentos que envolveram, no total, 1009 indivíduos. Para análise dos dados utilizou-se a técnica de Análise de Variância (ANOVA). No Experimento 1, os resultados encontrados sugerem diminuição da Luxuosidade Percebida na extensão de marca vertical para baixo em relação à marca-mãe e inexistência de diferença significante na Luxuosidade Percebida da extensão de marca vertical para cima, em relação à marca-mãe. No Experimento 2, verificou-se que a estratégia de extensão de marca vertical para baixo afeta negativamente a Luxuosidade Percebida da marca-mãe. E no Experimento 3 constatou-se que a Atitude do consumidor em relação a extensão de marca vertical para baixo é significativamente inferior a Atitude em relação a marca-mãe.