Syftet med denna studie är att analysera hur SVT jobbar med och använder sig av förändringar i koncept och om detta i sin tur påverkar varumärket. Vi vill se till det unika i SVT:s situation i och med deras public serviceuppdrag och om detta påverkar arbetet med programmen. Vi ämnar studera detta genom två av SVT:s mest populära program, för att se om vi kan se dem som varumärken och vad som förändrats efter att framträdande attribut har bytts ut. Vi har i denna studie sett till vad ett varumärke är, vilka beståndsdelar ett varumärke har enligt Aaker (2002). Vi ser till hur förändringar av ett varumärke kan gå till utifrån Kapferers (2004) modell samt teoretikers ord om icke- kommersiella organisationers svårigheter. Empirin är hämtad från tre olika intervjuer, den första med varumärkesansvarig på SVT, den andra med På spårets producent och den tredje Så ska det låtas projektledare. Vi har även sett till den information SVT ger ut via sin hemsida och sina public servicerapporter. Vid förändringar ser vi att de båda programmen förändrar med en viss försiktighet och verkar för att behålla programmens kärna. Vidare menar vi att public service-uppdraget påverkar programmen och det arbete som läggs ner på dem. Detta till trots, framhåller båda respondenterna att de vill bli det självklara valet på fredagskvällen och verkar vara mer engagerade i att konkurrera ut de kommersiella kanalerna än att verkaför folkbildning. Vi anser på grund av detta att trots att de gärna framhåller public service som en ständigt påverkande faktor i allt vad de gör, att det inte har en alltför stor effekt på våra två valda program.

All three shape marks-exclusions in EUTMR art. 7 e) can be avoided by adding an essential element to a shape, which is not attributable to the conditions set out in the exclusions, such as a distinctive nonfunctional element. A valid shape mark registration gives the rights holder the right to prevent other trade mark registrations of identical or similar signs for identical or similar goods if there exists a likelihood of confusion on the part of the public, as well as to initiate infringement proceedings against anyone who uses such a sign in their line of business. Under the test for likelihood of confusion, it is assessed to what extent the average consumer remembers a distinctive sign, which is not limited to its distinctive elements. Since the average consumer is capable to remember other elements than distinctive elements, only negligible elements are excluded from the average consumer’s overall perception of the sign. Non-distinctive elements are not necessarily deemed negligible, depending on their size and/or position within the mark. So, while functional elements are usually perceived as merely functional or ornamental, and thus non-distinctive, they may still be deemed non-negligible due to their size and/or position within the mark. Case law shows that a likelihood of confusion may therefore follow as a result of two marks only sharing an element deemed non-distinctive on its own. The CJEU has also expressed that the public interest behind the test for likelihood of confusion is to secure the rights holder’s interests and not to secure the competitors’ need for a free access to signs and elements. The need to keep certain signs and elements free is therefore not considered a relevant factor in the test for likelihood of confusion. So, while it may seem logical that a sign, which is registrable only due to incorporating a distinctive element as a part of a complex mark, would have a scope of protection limited only to that distinctive element, case law shows that such a conclusion is not necessarily true. In this thesis it is argued that if the average consumer does not even perceive that a functional element constitutes a part of a complex decorated shape mark, consisting of both e.g. a functional naked shape and the added distinctive element, the functional element is negligible and will not be remembered by the average consumer. But if the average consumer is able to perceive a functional naked shape or element as its own indication of origin, or at least as an element of such a complex mark, its size and position alone in the complex mark could be enough to be able to establish a similarity of signs with another resembling shape, even if the latter lacks the inclusion of the same distinctive element. If the other shape does not deviate enough from the visual appearance of the functional naked shape or element in the registered complex mark, the similarity of the signs could be enough to cause a likelihood of confusion.

<p><strong>Problem:</strong> What attitudes do young adults have towards Functional food?</p><p>Is there any relation between these attitudes and young adults behaviour towards Functional Food?</p><p><strong>Purpose:</strong> The purpose of our thesis is to understand young adults attitudes towards Functional Food and also examine the relation between these attitudes and their behaviour towards Functional Food.<p> </p></p><p><strong>Method:</strong> The authors of this thesis have used a qualitative method for data collection, focus group interviews.  There were two focus groups interviews performed on high-school students at Alléskolan in Hallsberg. The interview questions and the analysis of the primary data have been based on the frame of reference.<strong> </strong></p><p><strong>Conclusion</strong>:<p> </p></p><p>Our investigation shows similar results as previous studies about consumers attitudes towards Functional Food. Our respondents had mixed attitudes towards Functional Food. The consumers in general still have a sceptical attitude towards Functional Food. To gain an increased consumption of Functional Food in the Swedish market, the consumer must change their attitudes towards Functional Food. The manufacturers of Functional Food must improve their information about Functional Food products to the consumer and highlight the benefits of Functional Food.</p>

Problem: What attitudes do young adults have towards Functional food? Is there any relation between these attitudes and young adults behaviour towards Functional Food? Purpose: The purpose of our thesis is to understand young adults attitudes towards Functional Food and also examine the relation between these attitudes and their behaviour towards Functional Food.  Method: The authors of this thesis have used a qualitative method for data collection, focus group interviews.  There were two focus groups interviews performed on high-school students at Alléskolan in Hallsberg. The interview questions and the analysis of the primary data have been based on the frame of reference. Conclusion:  Our investigation shows similar results as previous studies about consumers attitudes towards Functional Food. Our respondents had mixed attitudes towards Functional Food. The consumers in general still have a sceptical attitude towards Functional Food. To gain an increased consumption of Functional Food in the Swedish market, the consumer must change their attitudes towards Functional Food. The manufacturers of Functional Food must improve their information about Functional Food products to the consumer and highlight the benefits of Functional Food.

I uppsatsen analyseras interaktiva beståndsdelar använda i barnböcker, med syftet att utifrån dem skapa innovativ och anpassad game-play mekanik för digitala äventyrsspel. Under arbetet har fokus lagts på att undersöka beståndsdelarnas påverkan av mottagaren och vad de ger för mediet, samt att skapa funktioner som stimulerar spelarens nyfikenhet. Detta gör att spelaren blir drivkraften bakom äventyrsspelets narrativ. Resultatet av undersökningen är en prototyp vilken visar de funktioner som presenteras i uppsatsen, samt en diskussion kring tillvägagångssättet och vikten av att utvecklare ser bortom det egna mediet vid medieutveckling. In this thesis interactive elements used in children’s books are analysed before being redesigned with the purpose of creating innovative game-play mechanics suited for digital adventure games. An important part of the thesis has been the exploration of these elements’ affect on the receiver and how they contribute to the medium, as well as creating game-play mechanics that stimulate the player’s curiosity. The developed mechanics result in the player becoming the driving force behind the game’s narrative. The outcome of the thesis is a prototype which showcases the developed mechanics presented in the thesis, as well as a discussion regarding the approach and the importance of developers exploring other media as a part of their development process.