Bakgrund:1 juni 2009 avreglerades det svenska apoteksmonopolet och marknaden öppnades upp för konkurrens. Antalet apoteksaktörer har sedan dess tilltagit vilket sätter press på företagen att särskilja sin verksamhet för att bli mer konkurrenskraftiga i kampen om apotekskunderna. Det råder fortfarande restriktioner på apoteksmarknaden som förhindrar aktörerna att sätta egna priser på receptbelagda läkemedel, vilka utgör 80 procent av marknadens omsättning. Marknaden karaktäriseras vidare av relativt homogena produkter, vilket försvårar aktörernas möjlighet att erbjuda ett unikt sortiment. Differentierade företag erhåller ofta en bättre lönsamhet och varumärket har en stor betydelse i hur företag kan utmärka sig. Verktygen för detta är varumärkesidentitet, där varumärkets unikhet och värde specificeras samt positionering av varumärket, vilka är de åtgärder en organisation vidtar för hur varumärket uppfattas i medvetandet hos konsumenten i relation till konkurrenterna. Syfte: Syftet med studien är att undersöka hur apoteksmarknadens fyra största aktörer tänker och agerar kring områdena för varumärkesidentitet och positionering. Med detta som grund vill författarna utföra en analys för att stärka befintliga teoretiska ramverk i vilka hänsyn inte har tagits till marknader där monopol nyligen upphävts. Slutsats: I studiens gestaltning av aktörernas varumärkesidentiteter är det framträdande att associationerna till apoteksbranschen innefattas av det ansvarsfulla, trovärdiga och kompetenta. Apoteket AB har tidigare haft ensamrätt att bedriva apoteksverksamhet och dessa associationer, till hur ett apotek ska vara, är starkt relaterade till företaget. Varumärkesidentiteternas unikhet skildras främst i aktörernas företagskultur och i varumärkets fysiska utformning. Studien visar vidare på att de nya aktörerna inte tillämpar en utmärkande positionering, då de främst inriktar sig på att bekräfta en kategoritillhörigt som apoteksaktör. Resultatet stärker befintliga teorier om att positionering är en process, där företag först måste befästa sig som en trovärdig aktör inom branschen, innan det är möjligt att positionera sig utifrån varumärkets unika fördelar. Studien indikerar att utvecklingen av handelsvaror och tjänster kommer att utgöra en viktig del i att stärka aktörernas positionering. / Background: The pharmacy monopoly was deregulated in June 2009 and the number of competitors has since then increased rapidly which has lead to the importance of differentiating the business, to become more competitive in the battle for pharmacy customers. There are still some restrictions on the market, which prevents the pharmacy-chains to set their own price on prescription drugs, which amounts for 80 percent of the total turnover. The pharmacy market is also characterised of homogenous products, which limits the possibility to offer a unique assortment. Brands play a large factor in how a company can differentiate itself and be profitable. Commonly used tools for this are brand identity which is the uniqueness and the value of the brand, and brand positioning which are the measures an organisation takes to affect the perception of the brand in relationship to competitors. Aim: The aim is to examine how the four largest pharmacy-chains in Sweden thinks and acts in the fields of brand identity and brand positioning. On this basis, the authors will perform an analysis to strengthen the existing theoretical framework in which account has not been taken into markets where monopoly has recently been repealed. Conclusion: In the study of the pharmacy-chains brand identities, it is prominent that the associations with the pharmacy industry are represented by the responsible, credible and competent. Apoteket AB has previously had the exclusive right to operate on the pharmacy market and these associations, to how a pharmacy should be, are strongly related to them. The uniqueness of the brand identities are primarily portrayed in the companies’ culture and in the physical characteristics of the brand. Furthermore the study shows that the new pharmacychains do not apply a distinctive positioning, as they primarily focus on confirming their category membership as a pharmacy operator. The result strengthens the existing theories that positioning is a process in which companies first have to confirm themselves as a credible player in the industry, before it is possible to position themselves on the brand’s unique benefits. The study indicates that the development of commodities and services will form an important part in strengthening the pharmacy-chains positioning.

Berättelser har sedan urminnes tider fängslat och fascinerat människor men idag är berättelsen inte bara ett sätt att förmedla sagor och fabler utan sker även inom företag och organisationer. Kraften i berättelser har under de senaste decennierna börjat användas inom företagsvärlden för att förmedla berättelser om företag och varumärken. Detta sätt att använda berättelser har kommit att kallas storytelling och är en populär strategi inom marknadsföring idag. Storytelling har blivit ett allt viktigare inslag i marknadsföring hos företag inom livsmedelsbranschen då konkurrensen från inhemska och utländska varumärken har ökat i samband med Sveriges inträde i EU. Syftet med uppsatsen är att ur ett företagsperspektiv undersöka hur företag använder storytelling i sin marknadsföring för att stärka sitt varumärke. Studien är också ett försök att upprätthålla ett analysverktyg utifrån de teoretiska begreppen brand identity, brand heritage och core & extended identity för att teoretisera begreppet storytelling och hur det används i marknadsföring av varumärken. Resultatet påvisar att stortyelling används i marknadsföringen för att uttrycka vilka företagen är men också berätta den historia som ligger bakom varumärket samt de värderingar och budskap som varumärket vill förmedla. Studien indikerar att det framtagna analysverktyget kan vara ett möjligt sätt att teoretisera och förklara hur företag kan arbeta med storytelling i sin marknadsföring, då den empiriska undersökningen visar att de valda teoretiska begreppen är tydliga inslag i samtliga företags arbete med storytelling.

Uppsatsens syfte är att analysera och klargåra kundens bild av varumärket Erikshjälpen, klargöra organisations identitet och hur man inom organisationen vill att varumärket ska uppfattas på marknaden. En ambition är att analysera butiken som en marknadsföringskanal. Empirimaterialet har samlats in genom personliga intervjuer med respondenter som har direkt koppling till Erikshjälpen samt fokusgruppsintervjuer bland kunderna i fyra butiker. De slutsatser jag har kommit fram till har baserats på de tendenser som visat sig tydligt i min analys. Då jag inte haft för avsikt att generalisera är detta ett sätt att lyfta fram återkommande påstående från respondenterna. Under uppsatsens gång har det visat sig att ett varumärke har olika författare och som varumärkesinnehavare är det viktigt att vara den som styr, annars blir varumärkets image något annat än vad den ursprungliga tanken var. Det blev också tydligt att butiken har en viktig roll för varumärket som kommunikationskanal både i sin funktionalitet men också emotionellt genom den upplevelse den skapar mot kunden. / To create a strong brand, it is important to continually evaluate the relationship between identity and image. In this thesis, I have investigated what the charitable organization, Erik's Development Partner intends to communicate with their brand (referred to as identity) and how their customers interpret the brand (referred to as image). The purpose was to analyze differences and similarities between identity and image focusing on customers at Erik's Second Hand Stores as a marketing environment. The theoretical framework regards theories such as the different authors of brand development, an exploration of the brand identity - brand image linkage, the relationship marketing process, and the impact of physical surroundings on customers and employees. The study demonstrates both differences and similarities between the identity and image. It became evident that a brand develops through its many different authors and that it is important for the owner to control communications, otherwise the brand image will become something other than what was originally meant to be. It also became clear that secondhand stores have an important role in brand communication, both through their functionality but also emotionally, providing customers with a positive shopping experience.

Introduction  Globalization has opened up for opportunities, as well as challenges, for small- and medium-sized enterprises (SMEs) to distinguish themselves in a competitive environment. A branding strategy that aims to develop a strong reputation and recognition can be an attempt for Swedish SMEs to create awareness and differentiate themselves in the European market. This thesis is composed of three major bricks; branding, and how the firms exercise it; SMEs resource constraints, in terms of employees and financial assets; and internationalization. All these combined become special challenges for SMEs. Purpose The purpose of this thesis is to examine how Swedish SMEs exercise branding internationally in order to develop a strategic model of how they can continue their brand expansion in the European market. Method In order to fulfill the purpose of the study, a qualitative study based on four Swedish SMEs were included in the sample. Through semi-structured interviews (six face-to-face and one telephone interview). The respondents were the owners, external CEOs, product or marketing managers of the SMEs. The collected data was categorized and each SME was analyzed in order to finally construct a model. Conclusion  The findings in this thesis show that all the investigated SMEs, to different extents, use branding strategies in order to succeed in the international market. Generally the findings conformed to a certain degree to previous findings concerning branding. Further, the importance of international fairs and networking while developing the brands outside the Swedish market was found. The authors came forward with the SME European Brand Expansion-model, which is strongly influenced by the empirical findings in this thesis.

Varumärkesidentitet för traineeprogram Academy I denna studie redogörs för hur ett varumärke är direkt kopplad till sina värdegrunder. Rapporten besvarar hur värdegrunder i en organisation skapas av företagets personal i form av ord som kopplas till företagets varumärke. Metodiken i denna studie har pendlat mellan intervjuer och workshopar. Studiens resultat visar att företagets personal och praktikanter kom tillsammans till tre ord som processats till Academys värdegrunder. Dessa ord är: gemenskap, utveckling och skaparglädje. / Brand identity for Academy trainee-program This study explains how a brand is directly linked to its values. The report respond the question about how the core values of an organization are created by its employees. This is made throught the implementation of three words that links naturally to the company’s brand. The methodology in this study varied between interviews and workshops. The study’s result demostrate that the company’s staff and interns came together to three words that became Academys values. These words are: community, development and creativity.

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This is an attempt to understand the interaction of meanings of brand identity and &amp / #8216 / designed&amp / #8217 / product from the consumers&amp / #8217 / viewpoint. Brand Identity is taken as the &amp / #8216 / conceived&amp / #8217 / identity, which overlaps with concepts of brand image and brand associations. &amp / #8216 / Designed&amp / #8217 / product is analyzed via dimensions of function, form (aesthetic) and symbol. The aim of the thesis is to find patterns of interaction of functional, emotive and symbolic associations for brand identity and the functional, formal (aesthetic) and symbolic communication of the &amp / #8216 / designed&amp / #8217 / product. A qualitative research paradigm is followed in the thesis, given the emphasis on consumer-constructed meanings. Projective tasks based on dummy models and word associations are used as research tools. The product group included in the study is mobile phones because of high awareness levels and wide interest of the consumers. The context of the interaction is constrained by the nature of product group (fashion and high-tech item) as well as the properties of brands used in the study (Nokia, Motorola and Samsung).

<p>Today’s globalization has led to a much higher degree of competition between countries to obtain attention, trust and respect from investors, tourists and consumers as well as media. A powerful and positive brand is therefore an important advantage in the competition. Countries need to make themselves heard in order to stand out from the competition, and by using event marketing a country can be able to meet the public in a different way. One unique way is by using a ship as an event marketing tool to promote a country. The main problem of this study is therefore how a ship as an event can work as a marketing tool in terms of branding/promoting a country.</p><p>Methodologically, a qualitative, single case study approach was used and interviews have been undertaken with professionals in the field of nation branding or/and that have a relation to The Swedish Ship Götheborg and its expedition to China, which has been our case of focus. The findings indicate that there is a need for clear and realistic objectives which are congruent in every part of the event marketing organization in order to promote a country. Using a ship is also a unique way of performing event marketing and therefore it is a good way of differentiate and expose a country, as well as it has an extended possibility to place market a country abroad and not just at home. This is due to that a ship has the ability to move all around the world. Our conclusions of how a ship as an event can work as a marketing tool in terms of branding/promoting a country resulted in a model which we created for nation branding organizations to consider in order for the event marketing to turn out successful.</p><p>Due to the increasing competition among countries to obtain attention, the need for an extraordinary way of standing out is crucial. We believe that not only a ship, but all means of transport can be used as a form of event marketing with the purpose of promoting a country, since it is an unusual approach and has the mobile ability to reach a bigger audience all around the world. Consequently, we felt the need for a new term to be coined, namely Mobile Event Marketing. Our recommendations are therefore aimed at nation branding organizations that want to use a mobile event to market their country.</p>

During the spring semester of 2018 the authors of this bachelor thesis, in tourism sciences, have studied the subject of destination brand identity. In order to study the matter, two highly competitve island destinations in Thailand (Koh Tao &amp; Phi Phi) were identified as subjects for further research. Contributing factors in the context of brand identity were then applied and studied separately on both destinations, in order to identify the factors of importance.  The aim of this study is to identify competitive island destinations in the competitive tourism region of Thailand and, from a visitor perspective, determine what factors in destination branding that are important to differentiate and create an identity on the market. To conduct the study several methodological approaches were carefully chosen to collect empirical data. The collected data were then analyzed based on a theoretical framework. The primary method used in this study has it’s origins in a quantitative approach, where most of the data got collected from two surveys. Purpose of this study suggests it derives from a visitor perspective, thus respondents of the surveys have all visited the chosen subject(s) and/or at least one other island destination in Thailand. Results of the study highlights Koh Tao and Phi Phi as competitive island destinations in a busy tourism region and that factors, within the concept of destination brand identity, is necessary to differentiate destinations and their unique characteristics. The results have also contributed to increased understanding of visitors and their views on the destinations seperate brand identities.

The purpose of this thesis was exploring stakeholder influence on brand identity co-creation in startups, by answering the research question: "How do stakeholders influence brand identity co-creation in startups?". To answer this question, a multiple case study was conducted, consisting of interviews with six B2C (business-to-customer) startups. Furthermore, the startups studied are all tenants of incubators. This context is of interest, since incubators have been suggested to provide extensive resources and knowledge for startups struggling with their businesses' establishment. To analyze the data from the case studies, mainly the Corporate Brand Identity Matrix (Urde, 2013) was used, which helps to provide an overview of how different elements of brand identity are co-created with stakeholders in startups. In addition, to study this subject requires an overview and discussion of brand management research, stakeholder theory and co-creation litertature.  The findings show that several of the brand identity elements are co-created with stakeholders in startups. The stakeholders identified in co-creation are several, mainly cusomers, financiers, producers, designers and programmers. Furthermore, an interesting correlation between startups' orientations and co-creation, was discovered. The startups with a mainly market-oriented approach to branding are co-creating the brand identity elements to a much further extent, than brand-oriented startups. Finally, incubators are revealed as co-creators of several of the brand identity elements in startups, but the study also provides further insightsd into their important role in supporting the startups and facilitating networking opportunities.