The fashion industry is the second dirtiest industry that pollutes the planet. H&M is one of many fashion brands that strive to improve the environment by introducing sustainable products and initiatives. This research aims to study how H&M communicate sustainability in the fashion industry context during the selected period. The data is mainly collected from Instagram, the most popular communication platform in the fashion industry and supported by data from brick-and-mortar stores, the website and the semi-structured interview. To fully understand the case, this research identifies H&M brand identity and brand extension in sustainability. The fashion brand communication and sustainability communication are the main theoretical framework of the study. The methods of the study are semi-constructed interview and content analysis. The brand identity of H&M is found to be positivity, collectivity, and inclusivity and openness, trendsetter and youthful. The brand extension at H&M can be found in several levels from the establishment of the H&M Foundation to Conscious collection and Conscious Exclusive collection. H&M applies several of fashion brand communication strategic tools to communicate sustainability. The obstacles and limitations of H&M are found to be a conflict of interest between the business and sustainability, downplayed by the nature of fast fashion, an inconsistency of communication, and difficulty to access to the sustainability information. It is found that the unique characteristics of the fashion industry and the creation of brand identity can solve the normalisation paradox of sustainability communication discourse, as well as overcome five barriers from greening. At the same time, the weakness is the decreasing of potential to create reflexivity of sustainability issues which is due to the language and tone of communication. Another weakness is the decreasing potential of sustainability to be normalised in the fashion industry which is due to the number of information available from the brand.

El uso de la técnica del brand placement en las películas de ficción, durante los últimos años, el cual, a tenido una mejor valoración por parte de los profesionales de la publicidad y marketing (Nagar, 2016). El saber si es que los elementos que posee esta nueva técnica que se utiliza en las películas de ficción son percibidos por el consumidor y asociados a la imagen de marca. Debido a que consideran que es una inversión mucho más efectiva que las demás, prefieren desarrollar historias que conecten con el consumidor durante largo tiempo (Lorán, 2016). El objetivo general de este artículo es analizar si la percepción de los espectadores de los elementos del brand placement en las películas de ficción se asocian a la imagen de marca. Este se buscará alcanzar por medio de la metodología basado en un enfoque cualitativo y a través de la realización entrevistas personales como técnica de campo, de 5 a 10 jóvenes entre hombres y mujeres de 18 a 25 años, que les gusta ver películas de ficción, de un nivel socioeconómico A y B de Lima Metropolitana, utilizando como herramientas guías de indagación semiestructuradas. / The use of the brand placement technique in fiction films, in recent years, which has had a better evaluation by advertising and marketing professionals (Nagar, 2016). El uso de la técnica del brand placement en las películas de ficción, durante los últimos años, el cual, a tenido una mejor valoración por parte de los profesionales de la publicidad y marketing (Nagar, 2016). Knowing whether the elements of this new technique used in fiction films are perceived by the consumer and associated with the brand image. Because they consider it to be a much more effective investment than the others, they prefer to develop stories that connect with the consumer for a long time (Lorán, 2016). The general objective of this article is to analyze whether the viewers perception of the elements of brand placement in fictional films are associated with the brand image. This will be achieved through a methodology based on qualitative approach and through personal interviews, as a field technique, of 5 to 10 young people between men and women between 18 and 25 years old, who like to watch fiction films, of a socioeconomic level A and B of Metropolitan Lima, using semi-structured inquiry guides as tools. / Trabajo de investigación

Studiens syfte är att utifrån ett marknadsföringsperspektiv analysera hur ett väletablerat premiumvarumärkes omprofilering kan samverka med fenomenet påverkarmarknadsföring. Analysen ska belysa hur en sådan samverkan kan utformas för att skapa konkurrenskraftighet på marknaden, samt undersöka dess möjligheter och risker. Metod: Studien är av kvalitativ karaktär och utfördes med en induktiv ansats genom en fallstudie. Primärdata samlades in utifrån sex stycken semistrukturerade intervjuer och kompletterades sedan med sekundärdata. Det empiriska materialet analyserades genom tematisering för att nå en slutsats. Teoretiska perspektiv: Till grund för studien ligger omprofilering samt dess koppling till varumärkesidentitet. Den förklarar hur ett företag strategiskt bör utforma processen samt hur det kommer att påverka den interna verksamheten. Vidare har studien även en teoretiskt utgångspunkt i hur digitala kanaler och påverkarmarknadsföring kan inverka på konsumenters beteende samt uppfattnings-formation. Empiri: Valet av studieobjekt föll på Baum und Pferdgarten A/S. Företaget är ett väletablerat modehus i Danmark, och har varit aktivt på marknaden i 20 år. I empirin redovisas materialet från den insamlade primär- och sekundärdatan. Fokus ligger på att analysera verksamhetens fas av omprofilering samt hur de strategiskt genom processen planerar arbeta med sociala medier och påverkarmarknadsföring. Slutsats: Studiens slutsatser visade på flertalet tillvägagångssätt där möjligheter samt risker kunde identifieras vid omprofilering genom påverkarmarknadsföring. Slutsatserna samlades under fyra kategorier som kunde sammanfattas; en marknadsföringsstrategi som genererar mät- och spårbart resultat, en ökad mångfald inom varumärkets målgrupp, möjligheter till ett genererat mervärde i relationen mellan företag och influerare, samt möjligheten att arbeta med obetald sponsring. Vid utformningen av påverkarmarknadsföring som huvudsaklig marknadsföringsstrategi, belystes kombinationen mellan ett kontinuerligt analytiskt arbete kring influerare och en fördjupad kunskap kring företagets målgrupp. Vidare identifierades även en begränsning för omprofilering genom påverkarmarknadsföring vid konsumenters ökande krav kring hög variation i bildmaterialet, samt en snabbare typ av kommunikation på sociala medier och digitala kanaler. / The purpose of the study is to analyse, from a marketing perspective, how a wellestablished premium brand's rebranding process can interact with the phenomenon called influencer marketing. The analysis will shed light on how such a united action can bedesigned to create competitiveness on the market, as well as examine its possibilities and risks. Methodology: The study is of qualitative character and was executed with an inductiveapproach through a case study. The primary data was collected from six semi-structuredinterviews and was supplemented, where necessary, by secondary data. The empirical datawas analysed by the help of thematisation in order to reach a conclusion. Theoretical perspectives: The theoretical perspective of the study is based on rebranding andits connection to brand identity. It explains how a company strategically should design the process, and how it will affect the internal business. Furthermore, the study is also based on atheoretical gate about how digital channels and influencer marketing can affect consumerbehaviour and their formation of perception. Empirical foundation: The choice of study object fell on Baum und Pferdgarten A/S. Thecompany is a well-established fashion house in Denmark, and has been active on the marketfor 20 years. In the empirical data section, primary and secondary data are presented in detail. The focus lies on analysing the company's rebranding process and how they through this strategically plan to work with social media and influencer marketing. Conclusion: The study concludes several approaches where both possibilities and risks couldbe identified, when rebranding through influencer marketing. The conclusions were gathered in four categories, which summarise; a marketing strategy that generates measurable and traceable results, increased diversity within the brand's target group, possibilities in an added value around the relationship between company and influencer, and the possibility to work with unpaid sponsorships. When developing influencer marketing as a main strategy, the combination of an continuous analytical work around influencers and a deeper knowledge of the company's target group was highlighted. Furthermore, a limitation within rebranding through influencer marketing was also identified in consumers increasing demand for high variation in image material as well as a faster type of communication on social mediaplatforms and other digital channels.

CSR-aktiviteter har blivit ett allt vanligare initiativ av företag för att kunna påverka konsumenter samt differentiera utbudet av produkter. Det är dock sällan som konsumenter blint accepterar dessa initiativ som uppriktiga handlingar och belönar inte företagen i det direkta skedet. CSR har blivit en växande riskfaktor för företag om det hanteras fel. Det kan leda till att företagets rykte skadas allvarligt och får en direkt negativ inverkan på verksamheten och dess resultat. Syftet med studien var att undersöka och få en djupare förståelse för hur ett företags CSR-aktiviteter har för påverkan på konsumentbeteenden. Det skulle även studeras hur företag använder sig av CSR som marknadsföringsstrategi för att skapa varumärkesidentitet. För att skapa en tydlig bild och förståelse för läsaren har relevanta teorier kring ämnet i den teoretiska referensramen diskuterats. Genom en kvalitativ metod samt deduktiv ansats konstruerades semi-strukturerade intervjuer där 3 företag deltog i studien. Företagen som har deltagit i studien integrerar CSR i sin marknadsföring samt hur det styr de olika företagen. Slutsatsen efter en grundlig analys av den empiriska framställningen som har ställts i relation till den teoretiska referensramen så framgår det att konsumenter väljer att vara lojala mot företag som visar ett starkt CSR-engagemang i hur de bedriver företag. Det kan även konstateras att CSR-aktiviteter är ett viktigt verktyg för företag som vill skapa en positiv och attraktiv varumärkesidentitet. Däremot kommuniceras CSR-aktiviteter inte bara till konsumenter för att skapa en tillhörighet till företagen utan även till intressenter samt samarbetspartners. / CSR activities have become an increasingly common initiative by companies to be able to influence consumers and differentiate the range of products. However, it is rare that consumers blindly accept these initiatives as sincere actions and do not reward the companies in the direct stage. CSR has become a growing risk factor for companies if handled incorrectly. This can lead to serious damage to the company's reputation and have a direct negative impact on the business and its results. The aim of the study was to investigate and gain a deeper understanding of how a company's CSR activities have an impact on consumer behaviour. It would also be studied how companies use CSR as a marketing strategy to create brand identity. In order to create a clear picture and understanding for the reader, relevant theories about the subject in the theoretical frame of reference have been discussed. Through a qualitative method and deductive approach, semi-structured interviews were constructed where 3 companies participated in the study. The companies that have participated in the study integrate CSR in their marketing and how it governs the various companies. The conclusion after a thorough analysis of the empirical presentation that has been put in relation to the theoretical frame of reference, it appears that consumers choose to be loyal to companies that show a strong CSR commitment in the way they conduct business. It can also be stated that CSR activities are an important tool for companies that want to create a positive and attractive brand identity. In contrast, CSR activities are not only communicated to consumers to create a sense of belonging to the companies, but also to stakeholders and partners.

Esta investigación analizará el uso de los arquetipos que perciben las mujeres en los mensajes publicitarios que construyen la identidad de marca y empoderamiento de la mujer. La publicidad representaba una imagen sesgada de la mujer la cual fomentaba prejuicios y estereotipos. Sin embargo, este pensamiento cambió con los años llegando presentar a una mujer que puede ser ama de casa, profesional y hermosa sin maquillaje como se representa en las campañas de Dove. Este cambio es por el uso de los arquetipos que representan los pensamientos del inconsciente colectivo que construyen la identidad de marca para darles un valor único y fomenten el empoderamiento de la mujer. El objetivo general es analizar la relación de la percepción de los arquetipos en la publicidad de Dove con el empoderamiento de mujer y la identidad de marca. La metodología es cualitativa, la investigación es exploratoria y las técnicas usadas son focus group y entrevistas personales. Por último, el público objetivo son mujeres de 20 a 25 años de NSE A y B que viven en Lima Metropolitana. Palabras clave: Arquetipo, identidad de marca, empoderamiento de la mujer, imagen femenina en la publicidad, Dove. / This research will analyze the use of the archetypes that women perceive in the advertising messages that build the brand identity and empowerment of women. The publicity represented a biased image of women which fostered prejudices and stereotypes. However, this thought changed with the years coming to present a woman who can be housewife, professional and beautiful without makeup as represented in Dove campaigns. This change is due to the use of the archetypes that represent the thoughts of the collective unconscious that build the brand identity to give them a unique value and promote the empowerment of women. The general objective is to analyze the relationship of the perception of the archetypes in Dove advertising with the empowerment of women and brand identity. The methodology is qualitative, the research is exploratory and the techniques used are focus group and personal interviews. Finally, the target audience is women from 20 to 25 years of NSE A y B who live in Metropolitan Lima. / Trabajo de investigación

Adopting an inside out perspective to city branding, this doctoral thesis examines the significance of residents and their relationship towards cities in terms of association, identity and ownership of the physical environment, in the context of city branding. This is important because the growing interest towards city branding not only challenged the traditional understanding of branding concepts but also forced academics and practitioners to seek ways to mould and shape existing concepts to the context of city branding. This qualitative study was undertaken within a constructivist grounded theory methodology and uses Leeds, UK and Istanbul, Turkey as deliberately contrasting case studies. In accordance with grounded theory, the literature was only used to inform rather than direct the research design. The sampling design involved initial and theoretical sampling and in total of 22 residents interviewed from both cities. The emergent place brand identity mosaic comprises of four main categories of social process (SP), place attachment (PA), sense of place (SoP) and built environment (BE), and the most significant feature of the place identity mosaic is that it is processual, dynamic, and time and context specific. In terms of contribution to knowledge, the present study bridges the gap in between the subject fields of branding (brand management) and urban studies by proposing an inside out approach to branding cities. The findings indicate that the place brand identity mosaic elements provide a platform to explain how residents make sense of where they live and to begin to understand the concept of the city brand identity. Moreover, in regards to practice, it brings a new perspective to the existing city managements by highlighting a focal point of “keeping the existing customers happy” through investigating and understanding the role and significance of residents, their attachment to where they live and how this insight can be cooperated into creating and developing a sustainable city brand.

Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. Nevertheless, there is also literature indicating that some customers ignore this and do not alter their purchasing behavior by continuing to buy from these misbehaving brands. This can be explained by moral decoupling, which allows customers to separate their judgements of morality from their judgements of the company's performance. In addition to this, three further variables were analyzed, to comprehend this concept better. Purpose: This study's goal was to retest relationships established in previous research, concretely moral decoupling linked with brand identity fusion, purchase intention and the regulatory focus theory in the context of a greenwashing infraction. By retesting and further proving these, this study’s contribution would have been to propose the expansion of the moral decoupling model with the mentioned variables. Also, this study would expand the existing literature on causes of customer behavioral responses and bring light and study further the detrimental practice of greenwashing.  Method: The foundation of this study was previous literature, which helped construct three hypotheses that were tested via an online questionnaire that has 122 usable responses. In summary, this study follows a deductive approach using quantitative methods to fulfill the purpose of this explanatory, positivist research.  Conclusion: There was not enough evidence to support hypotheses 1 and 2. These stated that regulatory focus influences moral decoupling in a greenwashing context, promotion focus negatively and prevention positively, and that brand identity fusion influences moral decoupling positively in a greenwashing context. The third hypothesis stating that moral decoupling positively influences purchase intention was only proven in the English survey. The overall results contradict the findings of the literature this study is based on, meaning that future research is needed to reconcile these differences.

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This essay explores how a brand’s image affects consumers’ self-image through acase study of the lingerie brand Victoria’s Secret in order to reflect over the role ofgraphic designers as visual communicators in society. The study conducts a semioticanalysis of the brand and a qualitative research consisting of interviews and a focusgroup of a selection of women within the brand’s target audience. The conclusion isthat Victoria’s Secret, through its models, contributes to an unrealistic feminineideal that the study participants’ self-image was perceptibly affected by. Whileperception is personal and signs are context reliant, semiotics is not only useful foranalyzing visual communication but also as a tool that graphic designers can use forcreating ads with the consumer’s needs in mind.

I dagens samhälle är allt fler konsumenter intresserade av företags CSR- arbete, CSR har därför blivit en avgörande faktor för konsumenter i valet av företag. Digitaliseringen har bidragit till att vi är ständigt uppkopplade, således har konsumenter tillgång till information som tidigare inte varit tillgänglig. Samtidigt som forskning visat att ett lyckat CSR-arbete bidrar till en starkare varumärkesidentitet finns det en oro hos företag att råka ut för den motsatta effekten genom ett misslyckat eller otillräckligt CSR- arbete.  Syftet med studien är att öka förståelsen kring hur företag använder CSR- arbetet för att stärka sin varumärkesidentitet.  Uppsatsen utgick från en deduktiv ansats med en kvalitativ metod. Med hjälp av CSR experter valdes tre företag ut för att medverka i en intervju.  Studien har visat att det finns en koppling mellan CSR-arbete och varumärkesidentitet. Med hjälp av tydliga strategier och visioner som genomsyrar hela företaget kan CSR med fördel användas för att stärka varumärkesidentiteten. / In today's society, more and more consumers are interested in companies' CSR-work, CSR has therefore become a decisive factor for consumers in the choice of companies. Digitization has contributed to us being constantly connected, in consequence consumers have access to information that was not previously available. While research has shown that successful CSR- work contributes to a stronger brand identity, there is a concern among companies to experience the opposite effect through a failed or insufficient CSR-work.  The purpose of the study is to increase understanding of how companies use CSR-work to strengthen their brand identity.  The essay was based on a deductive approach with a qualitative method. With the help of CSR experts, three companies were selected to participate in an interview.  The study has shown that there is a link between CSR-work and brand identity. With the help of clear strategies and visions that permeate the entire company, CSR can be used to strengthen the brand identity.