The aim with this study was to obtain an increased understanding of how bars work with their Brand Identity. A theory called Service Brand Identity stood as a framework for this study, based on all five dimensions. Qualitative data were collected through interviews with operational managers from three different bars and through observations of both social media and physical environment within the bars. The results show that all dimensions within Service Brand Identity played an important part in the creation of a strong Brand Identity. However, it was observed that the different dimensions can be ranked in order of importance in a service business.

This study carried out because there is no concrete advices on web design, interaction design and strategies for how a website can create an exclusive feeling today. The purpose of the study is to gather more knowledge on how a brand can create an exclusive feel through the website but also to find more knowledge to advice existing and future brands on how to increase the exclusive feeling through design and strategies. The methods of the study consist of a literary study for basic knowledge, a quantitative content analysis examining 20 web pages interface design and a qualitative interview’s where two designers in web design participated and advises on interface designs and strategies for exclusive websites.   The methods have contributed to the results for the following questions: Which design factors can be used to show exclusivity on websites?What factors does secret or exclusive bars use? What approaches or strategies are appropriate to showcase the exclusivity of a brand on a website? The results show that new knowledge has been found to show exclusivity on websites. The discovery is that it is important to make preliminary work in the structure and amount of content. Trends like using large or full presentations at the beginning of the interface are not defined as exclusive appearance. The number of colors is important to increase an exclusive feeling, but which colors are not of great importance. White and black, however, can be good colors to convey minimalism. The same applies to fonts, where the number of total fonts in an interface plays a bigger role, but how text layouts are a great advantage in exclusive design. Moving images and animations can enhance the user experience and also exclusivity. Minimalism is a major part of exclusive design and 60 percent empty space is recommended to use on the website has been discovered.   The strategies that have been shown to affect the appearance of exclusivity are invitation-only systems and memberships. By letting the visitor see what the brand is and why it should be interested is extremely important for creating an interest and not an excluding feeling, rather to bring excitement and attraction. However, much of the discovery was that the communication to the target group and how it is performed is an important role in expressing exclusivity.   To accommodate the duration of the study, the study has limited the interviews to interviewing only two designers and the quantitative content analysis only reviewed 20 web pages in total, with the statements and questions planned for the size of the study.