Employer branding handlar om hur företagen marknadsför sitt varumärke och på så sätt påverkar arbetstagarnas uppfattning om dem. Många företag arbetar aktivt med detta för att nå ut till potentiella arbetstagare och för att bevara de nuvarande anställda. Men hur ser egentligen de potentiella arbetstagarna på en attraktiv arbetsgivare? Vad är det som avgör val av arbetsgivare? Vi vill med denna studie undersöka vilka faktorer som anses vara viktigast vid val av arbetsgivare. Vilka rankas egentligen högst respektive lägst? Och skiljer sig dessa faktorer mellan män och kvinnor?

Place branding originates from the original term branding and attempts to brand a place instead of a product. Current place branding theories are blurry and many theories have occurred, which has caused confusion among the research community. Place branding theories have mainly focused on branding tourismdestinations, countries, cities and places and not on branding city centers. This study aims to explore the place branding components that are essential when branding city centers and create an adapted model for city centers.Purpose:The purpose is to explore how the place branding components can be applied to city centers.Research questions:RQ1: How can place branding be used in order to brand city centers?RQ2: What components of place branding are essential when branding a city center?Methodology:Qualitative approach, cross-sectionalstudy, semi-structured interviews.Conclusion:The new model suitable to apply on city centers is named City center branding model and includes the following components: City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation. Key words:Place branding, city center branding, City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation.

Background: It has become easy for tourists to visit different countries and cities for vacation due to the globalized world one live in today. Because of the consumers desire to travel and the tough competition among cities, emphasis have been put on city branding with the aim of making a consumer chose a specific city to visit instead of competing ones. In order to create a strong city brand it is important to look at the tourists’ expectations of a city, to get an understanding of what is expected from the consumer and what a city brand should work on in order to get satisfied visitors. Purpose: The purpose of this study is to explain what attributes of a city brand that impact the overall expectation of a potential consumer. Methodology: This is a quantitative study analyzing the 313 answers of conducted questionnaire. The authors have used both a simple and a multiple linear regression to test seven different hypotheses. Conclusion: This research shows that there are six attributes that has a positive impact, these six can explain 77,7% of the overall expectations towards a city brand of a consumer. These attributes are; infrastructure, attraction, uniqueness, expected enjoyment, value for money and word-of-mouth. Expected enjoyment and value for money were the most important attributes when people decide on a trip. Key Words: City branding, destination branding, place branding, expectations, tourism.

Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more diverse brand portfolio created problems in its’ internal communication and the focus was lost on brands less prioritized. Instead of focusing on the SIA Glass brand, the company wanted to connect SIA Glass to its’ corporate heritage and the Bertegruppen group, and offer products in new segments with less connection to the SIA Glass brand. Conclusions from the study imply that it is difficult for a company with limited resources to have an extended brand portfolio. In addition, as brand value is co-created with consumers and customers it demand more emphasis in practice, as well as in branding research.

Background: Branding in the B2B sector can be conducted in a phenomenon called ingredient branding. Ingredient branding is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. An ingredient brand works as a guarantor for the host brand. Ingredient brand will be used to enhance and build associations to a host brand. Purpose: The purpose of the thesis is to investigate how consumer’s attitudes are affected by ingredient branding on products in the segment of low price host brands. Research Questions: How does an ingredient brand affect consumer’s attitudes on a low price host brand in a positive or a negative way? How does an ingredient brand affect consumer’s attitudes on high or low involvement products? Method: The thesis was conducted as a qualitative research with an abductive approach and focus groups as data collection method. Conclusion: Ingredient branding can change consumer’s attitudes both in a positive and negative way on products in the segment of low price brands. This research shows that when an ingredient brand is added the consumer are expecting that the price and quality increase on the end product.  An ingredient brand has low effect on consumer’s attitudes on high involvement products and high effect on low involvement products.

In the first decades of the twenty-first century, cities around the globe are increasingly seeking to use various branding techniques to uniquely position themselves on the world stage. They do this via points of difference they hope corporations, institutions, and individuals recognize as having value; the intention being a variety of investments in those cities, primarily economic, but, often, via the ingress of human talent. That high-performance and mega sport events (e.g., IOC Olympic Games, FIFA World Cup, and F1 Grands Prix) have often been used to provide such points of difference is very well documented. However, the use of other, less high profile, forms of community-based recreational sport and physical activity in city branding activity has not received much attention. This thesis aims to begin to redress that imbalance. Initially, the thesis describes sporting activities as taking place on a continuum, and proposes a conceptual model to illustrate the notion: the continuum’s end points are labelled ‘upper-case’ for high-performance sport, and ‘lower-case’ for more community-based activities. Subsequently, and using a sample of senior leaders involved in the management of the municipal branding of Canada’s national capital, and various other engaged individuals, the thesis examines perceptions of various modes of sporting activity in the city branding process. Results indicate lower-case community-based recreational sport and physical activity experienced in the city can serve a variety of purposes. Firstly, it can encourage citizen engagement in the city, which could further stimulate ongoing branding activity on behalf of the city via resident’s word-of mouth conversations. Such activity would necessarily reflect individual’s lived experience of the city. Secondly, the notion of quality of life amongst residents emerged from the data. This would appear to be a positive aspect of city living that could be used to actively promote the city to a wide range of corporate and individual audiences seeking to optimise their investment – be it financial or personal.

<p>Title: To build and transport brands to the Internet – A qualitative case study of Getinge Infection Control and von Braun Sports Cars. </p><p>Seminar date: 2009-06-09. </p><p>Course/ subject: FÖ6016, Degree Project Undergraduate level, 15 University Credits Points (ECTS). </p><p>Authors: Kristoffer Eriksson and Erik Kaplar. </p><p>Advisor: Navid Ghannad. </p><p>Key words: Branding, I- branding, Internet Marketing, Internet, Getinge Infecton Control and von Braun Sports Cars. </p><p>Purpose: The degree project purpose is to gain better knowledge and get greater understanding in how the banding process in B2B and B2C is followed out. We will examine if there is any differences between the two contexts and examine why. Finally we will examine and try to get a greater knowledge in how the companies transport their brand to the Internet. </p><p>Theoretical perspectives: The theory opens with the differences between the business contexts B2B and B2C. This is followed by Bergstrom’s (2000) and Melin’s (2006) theories of classical branding and finally how this is transported to the Internet with the 7C model. </p><p>Methodology: In order to pursue our purpose a qualitative case study with a deductive effort has been chosen. The case study include two corporations that match our deliminations. </p><p>Empirical foundation: Based on the theoretical perspectives the interviews has been performed with employees at both corporations. To the Getinge Infection Control case the corporations Brand manager and one of the project managers responsible for IT was interviewed. The second corporation is von Braun Sports Cars. The owner/ founder of the company and the CEO has been interviewed for the study. The two corporation’s homepages and one internal document has also been examined. </p><p>Conclusions: The study shows that there are differences in both branding and how this is transported to the Internet. The differences are not based on the business contexts but rather on other factors like size, resources and priorities within the corporations. The study also emphasizes the importance of basic branding before it can be transported to the Internet.</p>

Title: To build and transport brands to the Internet – A qualitative case study of Getinge Infection Control and von Braun Sports Cars. Seminar date: 2009-06-09. Course/ subject: FÖ6016, Degree Project Undergraduate level, 15 University Credits Points (ECTS). Authors: Kristoffer Eriksson and Erik Kaplar. Advisor: Navid Ghannad. Key words: Branding, I- branding, Internet Marketing, Internet, Getinge Infecton Control and von Braun Sports Cars. Purpose: The degree project purpose is to gain better knowledge and get greater understanding in how the banding process in B2B and B2C is followed out. We will examine if there is any differences between the two contexts and examine why. Finally we will examine and try to get a greater knowledge in how the companies transport their brand to the Internet. Theoretical perspectives: The theory opens with the differences between the business contexts B2B and B2C. This is followed by Bergstrom’s (2000) and Melin’s (2006) theories of classical branding and finally how this is transported to the Internet with the 7C model. Methodology: In order to pursue our purpose a qualitative case study with a deductive effort has been chosen. The case study include two corporations that match our deliminations. Empirical foundation: Based on the theoretical perspectives the interviews has been performed with employees at both corporations. To the Getinge Infection Control case the corporations Brand manager and one of the project managers responsible for IT was interviewed. The second corporation is von Braun Sports Cars. The owner/ founder of the company and the CEO has been interviewed for the study. The two corporation’s homepages and one internal document has also been examined. Conclusions: The study shows that there are differences in both branding and how this is transported to the Internet. The differences are not based on the business contexts but rather on other factors like size, resources and priorities within the corporations. The study also emphasizes the importance of basic branding before it can be transported to the Internet.

Syfte: Syftet med rapporten är att undersöka hur man skapar en varumärkesstrategi som fungerar från affärsidé ner till köpsituation. Vad görs idag för att uppnå en ideal upplevelse i butik och vad är gängse synsätt på hur kommunikationen ska utformas i denna kanal? Vidare är syftet att få en djupare förståelse för hur begreppen Emotional Branding, Experience Branding och Sensory Marketing bör sammankopplas och vad det kan tillföra ett varumärke inom retail. Hur kan åtråvärda upplevelser inom dagligvaruhandeln, en plattform som bör fungerar som en förlängd arm till varumärkets strategi, bidra till att bygga starka och känsloladdade relationer till sina kunder? Metodologi: Studien utgår från ett hermeneutiskt synsätt, bygger på en kvalitativt kvalitativ forskningsmetod och har en deduktiv ansats. Studier av sekundärdata har först genomförts för att sedan undersöka empirin med hjälp av intervjuer som metod för datainsamling. Teori: Teorin bygger på en samling begrepp som förklaras och definieras – Brand, Branding, Emotional Branding, Experience Marketing, Sensory Marketing. Vidare kopplas begreppen till retaillandsskapet, som är en avgränsning för studien.   Empiri: Empirin utgörs av en första del bestående av ett tidigare utfört exempel av en forskare med stora kunskaper inom ämnet, vilket ämnas ska kunna visa på hur begreppet Sensory Marketing kan fungera i praktiken och vad det kan bidra med. Andra delen av empiriavsnittet består av tio intervjuer, med informanter som kategoriseras antingen som marknadsföringsstrateger eller butikschefer inom dagligvaruhandeln. Detta för att få två olika synvinklar på ämnet. Analys: i analysen ämnar forskarna återkoppla empirin med teorin. Diskussion: i denna del diskuteras ämnet i ett vidare sammanhang. Slutsats: studien visar att de teoretiska begreppen som behandlas kan bidra med att stärka varumärket och knyta starkare band till konsumenter. Informanterna, uppdelat i marknadsföringsstrateger respektive butikschefer, är ense om att kunden söker mer än vad butiksmiljön erbjuder och att införlivandet av nya marknadsföringsmetoder inte sker, sinnesmarknadsföring specifikt i detta fall. Det tycks finnas ett gap där marknadsföringsstrategerna ser detta som en missad möjlighet och butikscheferna anser sig vilja utveckla upplevelsen men inte har kunskapen att göra detta.

<p>Branding of people is a relatively new concept within the branding area. This concept has grown rapidly and its importance is increasing. Our purpose of this thesis is to describe how a strong personal brand is developed and how it is sustained. We also want to highlight what factors that determine who will succeed to develop a strong personal brand and who will not and if the associations that other people have of you can be determined by the brand owner.</p><p>We have chosen to do a qualitative method by conducting interviews with five wellknown Swedish persons that we argue have or are beginning to develop strong personal brands within different areas.</p><p>The frame of reference consists of some concepts on traditional branding and models within the personal branding area. We found that the existing literature within personal branding was not sufficient to fulfil our purpose and therefore we have created a research model. The empirical findings are applied to the research model in the analysis.</p><p>We argue that the base to develop a strong personal brand is to truly know who you are and what you stand for. When you have a clear understanding about who you are, it is important to be consistent in the messages that you communicate in order to avoid confusion among other people. To have a strong personal brand, you also need to be well-known among more people than just your family and friends.</p><p>Personal branding is to a large extent about how other people perceive you and we argue that you can to some extent affect this image by being consistent and clear about who you are and what you stand for. People cannot see your thoughts, only your actions.</p><p>All people have a personal brand but we believe that the process to develop your personal brand depends on what goals you have with it and what you want to accomplish. All people do not gain anything by having a strong personal brand but we believe that all people can use some parts of the concept in order to know who you are and what you stand for.</p>