Tradicionalmente, na análise e dimensionamento de estruturas de aço, assume-se que as ligações viga-coluna são rígidas ou flexíveis (rotuladas). Por outro lado, é de conhecimento geral que a grande maioria das ligações viga-coluna apresenta um comportamento intermediário, ou seja, semi-rígido. Inúmeros trabalhos de pesquisa têm sido desenvolvidos nos últimos vinte e cinco anos, de forma a estudar o comportamento desse tipo de ligação. Um dos principais objetivos desta investigação é o de propor uma metodologia de análise que represente de forma apropriada a influência do comportamento semi-rígido de placas de base e de ligações viga-coluna, sobre a resposta dinâmica (linear e não-linear) de estruturas de aço. Outra contribuição desta dissertação diz respeito à investigação do comportamento dinâmico (linear e não-linear) de pórticos de aço, a partir da consideração de ligações viga-coluna simétricas e não-simétricas e especialmente das placas de base. A análise estrutural é desenvolvida com base no emprego do programa de elementos finitos ANSYS [27]. Nos modelos em elementos finitos foram considerados os efeitos de não-linearidade geométrica (efeitos de segunda ordem), o comportamento não-linear das placas de base e das ligações viga-coluna e, bem como, o efeito de histerese que ocorre quando a estrutura é submetida a cargas cíclicas. Os resultados alcançados indicaram que o fenômeno físico da ressonância não ocorre no que se refere à resposta dinâmica dos modelos semi-rígidos não-lineares. A ressonância não ocorre na resposta dos modelos devido ao fato de que, na análise dinâmica não-linear, o efeito de histerese presente nas ligações (placas de base e viga-coluna), essencialmente com comportamento não-linear, provoca um amortecimento na resposta dinâmica da estrutura. / Traditionally, the steel portal frame design assumes that beam-to-column connections are rigid or pinned. Despite these facts, it is largely recognized that the great majority of joints does not exhibit such idealized behaviour. These connections are called semi-rigid, and their design should be performed according to their actual structural behaviour. Extensive research has been performed over the past twenty-five years to estimate the actual behaviour of such joints. One of the main objectives of this work is to propose an analysis methodology to properly represent the influence of the semi-rigid behaviour of base plates and beam-to-column joints on the dynamical response of steel structures (linear and non-linear). Another important investigated issue concerned the assessment of the steel frames dynamical behaviour (linear and non-linear) due to the presence of symmetrical and non-symmetrical beam-to-column semi-rigid joints and, especially, the column base plates. The structural analysis was made with the aid of the ANSYS [27] finite element program. The finite element model included geometric non-linearity, column base plates and beam-to-column non-linear behaviour and considered the influence of non-linear and hysteretic moment versus rotation curve of the joints. The results indicated that the resonance physical phenomenon was not reached in the nonlinear semi-rigid frames dynamic response. The resonance did not occurred in these systems due to the hysteretic damping induced by the energy dissipation of the non-linear hysteretic loops at the non-linear joints.

Tradicionalmente, na análise e dimensionamento de estruturas de aço, assume-se que as ligações viga-coluna são rígidas ou flexíveis (rotuladas). Por outro lado, é de conhecimento geral que a grande maioria das ligações viga-coluna apresenta um comportamento intermediário, ou seja, semi-rígido. Inúmeros trabalhos de pesquisa têm sido desenvolvidos nos últimos vinte e cinco anos, de forma a estudar o comportamento desse tipo de ligação. Um dos principais objetivos desta investigação é o de propor uma metodologia de análise que represente de forma apropriada a influência do comportamento semi-rígido de placas de base e de ligações viga-coluna, sobre a resposta dinâmica (linear e não-linear) de estruturas de aço. Outra contribuição desta dissertação diz respeito à investigação do comportamento dinâmico (linear e não-linear) de pórticos de aço, a partir da consideração de ligações viga-coluna simétricas e não-simétricas e especialmente das placas de base. A análise estrutural é desenvolvida com base no emprego do programa de elementos finitos ANSYS [27]. Nos modelos em elementos finitos foram considerados os efeitos de não-linearidade geométrica (efeitos de segunda ordem), o comportamento não-linear das placas de base e das ligações viga-coluna e, bem como, o efeito de histerese que ocorre quando a estrutura é submetida a cargas cíclicas. Os resultados alcançados indicaram que o fenômeno físico da ressonância não ocorre no que se refere à resposta dinâmica dos modelos semi-rígidos não-lineares. A ressonância não ocorre na resposta dos modelos devido ao fato de que, na análise dinâmica não-linear, o efeito de histerese presente nas ligações (placas de base e viga-coluna), essencialmente com comportamento não-linear, provoca um amortecimento na resposta dinâmica da estrutura. / Traditionally, the steel portal frame design assumes that beam-to-column connections are rigid or pinned. Despite these facts, it is largely recognized that the great majority of joints does not exhibit such idealized behaviour. These connections are called semi-rigid, and their design should be performed according to their actual structural behaviour. Extensive research has been performed over the past twenty-five years to estimate the actual behaviour of such joints. One of the main objectives of this work is to propose an analysis methodology to properly represent the influence of the semi-rigid behaviour of base plates and beam-to-column joints on the dynamical response of steel structures (linear and non-linear). Another important investigated issue concerned the assessment of the steel frames dynamical behaviour (linear and non-linear) due to the presence of symmetrical and non-symmetrical beam-to-column semi-rigid joints and, especially, the column base plates. The structural analysis was made with the aid of the ANSYS [27] finite element program. The finite element model included geometric non-linearity, column base plates and beam-to-column non-linear behaviour and considered the influence of non-linear and hysteretic moment versus rotation curve of the joints. The results indicated that the resonance physical phenomenon was not reached in the nonlinear semi-rigid frames dynamic response. The resonance did not occurred in these systems due to the hysteretic damping induced by the energy dissipation of the non-linear hysteretic loops at the non-linear joints.

Relationships with internal stakeholders within the organisation (employees) are crucial for organisational survival and success (Hargie & Tourish, 2000:293; Jensen, 2010:32; Koschmann, 2007:12; McDermott & Chan, 1996:5; Van der Colff, 2003:258). Therefore, twoway symmetrical communication with employees in building relationships and relationship management is so important (Bezuidenhout, 2010; Koschmann, 2007:8). The North-West University focuses on maintaining good relationships with their employees through communication, but experience challenges in this regard. The Institutional Office of the North-West University is the main source of information and communication with employees of all three campuses. A consultant (Media Mosaics, 2010) and two other studies (Holtzhausen & Fourie, 2011; Mmope, 2010) identified various problems with the communication and consequent relationships between the Institutional Office and the Potchefstroom Campus employees. Given that good relations between the two business units are a focus of the university and that the outcomes of internal communication are good relationships, it is necessary to determine how the internal communication from the North-West University Institutional Office to Potchefstroom Campus employees are conducted in order to build good relationships. To determine the above a literature study, questionnaire survey and semi-structured interviews were carried out. The systems approach, reflective paradigm, excellence theory, two-way symmetrical communication model and stakeholder relations theory were used as a theoretical framework (Dozier, et al., 1995; Ferreira & Staude, 1991; Grunig & Grunig, 2000:310; Grunig et al., 2002; Ledingham & Bruning, 2001:63; Skinner & Von Essen, 1999:257; Steyn & Puth, 2000; Verčič et al., 2001:382). From the results it appears that the North-West University Institutional Office and Potchefstroom Campus employees do not agree on all aspects of the relationship and communication between them. It appears that the North-West University Institutional Office meets only some of the requirements of communication and relationship building, as it has been set out in the literature, and that there is room for improvement. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

Relationships with internal stakeholders within the organisation (employees) are crucial for organisational survival and success (Hargie & Tourish, 2000:293; Jensen, 2010:32; Koschmann, 2007:12; McDermott & Chan, 1996:5; Van der Colff, 2003:258). Therefore, twoway symmetrical communication with employees in building relationships and relationship management is so important (Bezuidenhout, 2010; Koschmann, 2007:8). The North-West University focuses on maintaining good relationships with their employees through communication, but experience challenges in this regard. The Institutional Office of the North-West University is the main source of information and communication with employees of all three campuses. A consultant (Media Mosaics, 2010) and two other studies (Holtzhausen & Fourie, 2011; Mmope, 2010) identified various problems with the communication and consequent relationships between the Institutional Office and the Potchefstroom Campus employees. Given that good relations between the two business units are a focus of the university and that the outcomes of internal communication are good relationships, it is necessary to determine how the internal communication from the North-West University Institutional Office to Potchefstroom Campus employees are conducted in order to build good relationships. To determine the above a literature study, questionnaire survey and semi-structured interviews were carried out. The systems approach, reflective paradigm, excellence theory, two-way symmetrical communication model and stakeholder relations theory were used as a theoretical framework (Dozier, et al., 1995; Ferreira & Staude, 1991; Grunig & Grunig, 2000:310; Grunig et al., 2002; Ledingham & Bruning, 2001:63; Skinner & Von Essen, 1999:257; Steyn & Puth, 2000; Verčič et al., 2001:382). From the results it appears that the North-West University Institutional Office and Potchefstroom Campus employees do not agree on all aspects of the relationship and communication between them. It appears that the North-West University Institutional Office meets only some of the requirements of communication and relationship building, as it has been set out in the literature, and that there is room for improvement. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

La maîtrise du procédé séchage, étape essentielle dans la transformation du bois, est devenue incontournable pour la filière bois. Cette thèse propose l'utilisation de conduites de séchage oscillantes pour réduire les contraintes de séchage liées au retrait par l'activation du fluage mécanosorptif. A ce jour, la meilleure façon d'appliquer les conduites oscillantes représente un défi pour la communauté scientifique. Dans ce travail, nous avons choisi comme matériel d'étude une essence feuillue fortement utilisée dans la filière et très susceptible aux déformations lors du séchage : le hêtre (Fagus sylvatica). L'effet des conduites oscillantes sur les contraintes de séchage est étudié par une approche expérimentale et par une approche théorique, articulées en trois parties : - Un premier volet expérimental sur un séchoir semi – industriel pour saisir l'effet global des conduites oscillantes à l'échelle d'une pile de planches. L'amélioration de la qualité du bois séché s'est avérée par : une meilleure homogénéité de la teneur en eau finale inter et intra-planche, la diminution des déformations globales et la diminution des contraintes résiduelles exprimées par le gap du « slicing test ». - Ensuite, nous avons développé un volet théorique sur la base de modélisations analytique et numérique pour étudier l'évolution des champs de teneur en eau et de contraintes mécaniques au sein d'une planche lorsque les conditions climatiques oscillent. Une formulation analytique simple, adaptée aux conduites oscillantes, est proposée pour les utilisateurs de séchoirs n'ayant pas accès à un outil numérique sophistiqué. L'approche numérique effectuée avec l'outil de simulation TransPore permet une étude plus réaliste du séchage oscillant. Ainsi, le module mécanique de TransPore a été utilisé pour dégager des configurations pertinentes de séchage permettant d'étudier l'effet des conduites oscillantes sur la relaxation des contraintes. - Enfin, un second volet expérimental a été réalisé sur un séchoir de laboratoire, à l'échelle d'une planche, pour tester les informations issues du volet théorique. Un dispositif de séchage dissymétrique (flying wood) et deux dispositifs de séchage sous charge (poutre cantilever et flexion trois points) ont été utilisés pour étudier l'effet des oscillations. Toutefois, ces essais ne permettent pas de montrer clairement l'effet des oscillations sur la relaxation des contraintes. La confrontation entre les résultats expérimentaux à l'échelle d'une planche et la simulation numérique a mis en évidence l'effet conséquent des oscillations parasites de faibles période et amplitude sur les résultats expérimentaux, provoquées par la régulation du séchoir. Des modifications du modèle de comportement mécanique différé ont été proposées en perspectives de ce travail afin de mieux saisir le comportement observé expérimentalement. / Wood drying is an essential process in the wood industry. A perfect control of wood drying is nowadays very important for the wood industry. In this study, we propose the utilization of oscillating drying conditions to reduce the drying stresses induced by wood shrinkage by activating the mechanosorptive creep. The best way to apply this concept remains an open question in the scientific community. Beech wood (Fagus sylvatica), one of the most commonly used hardwood in France, was chosen for this study owing its elevated risk of drying defaults. The effect of oscillating conditions on drying stresses inside the boards was studied by both an experimental and a theoretical approach, structured in three parts: - A first experimental part realized with a semi – industrial kiln in order to study the global effect of oscillating conditions at the stack scale. Improvement of the quality of dried wood was showed by the best homogeneity of water content inside the board and among the boards and by the decrease of global deformations and residual stresses expressed by the gap measured by the slicing test. - The study was continued with a theoretical part based on analytical and numerical modeling to understand the development of internal heat and mass transfers inside the boards and the evolution of drying stresses during oscillating conditions. A simple analytical model adapted to the oscillating conditions was proposed, particularly for kiln users who don't have access to sophisticated numerical tools. The numerical approach used the simulation tool TransPore, able to simulate oscillating drying in more realistic conditions. Its mechanical module was used to set accurate drying schedules to study the effect of oscillating conditions on stresses relaxation. - Finally, a second experimental part was performed in a laboratory scale kiln, at the board scale, to test the information obtained theoretically. A non-symmetrical drying device (flying wood) and two different loaded drying devices (cantilever beam test and three points bending) were used to study the effect of oscillations. However, it is difficult to see the oscillating conditions effect on the stresses relaxation. The confrontation between experimental results at the board scale and the numerical simulation showed the significant effect produced on experimental results by parasite oscillations of small periods and intensities, originated by the kiln regulation. Further work should consider some modifications of the time dependent mechanical behavior model in order to capture the experimentally observed behavior.

Comment humains et chimpanzés définissent et brouillent les frontières entre leurs espèces lors de leurs interactions ? Tel sera le leitmotiv de notre étho-ethnographie, à l’intersection de l’anthropologie sociale, des études des sciences, et de la primatologie. Au fondement de cette recherche se trouve un travail de terrain de longue durée mené dans un laboratoire de sciences cognitives situé au Japon, au sein duquel sont enseignées aux chimpanzés des compétences langagières dans le but de caractériser leur monde perceptuel. Cependant, au cœur même du contexte ce laboratoire, la nature des relations entre humains et chimpanzés est un aspect crucial de ce programme de recherche ; les deux espèces y forment une communauté hybride faite d’affects, de relations sociales et de collaboration scientifique. Afin de fournir une étude comparative, nous avons également mené une série d’ethnographies plus brèves – sur le modèle de la méthodologie multi-site – en observant cette même problématique à l’œuvre au sein de diverses institutions au Japon - zoo, sanctuaires et réserves - ainsi qu’au sein de la station japonaise pour l’étude de la culture des chimpanzés qui se trouve à Bossou, en République de Guinée. En outre, ce travail narre l’expérience que nous avons faite de devenir expérimentatrice au sein du laboratoire étudié. Le résultat en est multiple. Nous commencerons par explorer l’histoire des études sur les chimpanzés menées à l’Institut de Recherche sur les Primates de l’Université de Kyoto (KUPRI) ainsi que les pratiques de soin et de recherche qui s’y sont mises en place. Ensuite, nous étudierons les dynamiques qui caractérisent (1) les frontières physiques, lors d’interactions sociales entre deux espèces qui peuvent s’avérer dangereuses, (2) les frontières expérimentales, lorsque le chimpanzé n’est pas seulement celui qui fait l’objet d’une expérience mais qui met également à l’épreuve son expérimentateur, (3) et les frontières symboliques, lorsqu’est interrogée la définition de la « personne » humaine et non humaine. Ainsi, quatre points principaux sont examinés à nouveaux frais, en particulier (a) la socialisation interspécifique (b) l’incarnation des relations inter-espèces dans un espace donné (c) les relations inter-espèces dans un contexte scientifique (d) l’examen de perspectives zoocentrées sur la « personne ». Nous conclurons avec l’évocation de nos espoirs et de nos attentes quant à un dialogue fructueux entre les différentes disciplines en jeu. L’apport de ce travail consistera en effet à mobiliser des concepts et des outils de la primatologie et des sciences sociales afin de proposer une analyse plus symétrique des relations entre humains et animaux. / How do humans and chimpanzees set and blur boundaries between species when interacting with each other? This is the leitmotif of this etho-ethnography at the intersection of social anthropology, social studies of science and primatology. This endeavor is based on long-term fieldwork conducted in a cognitive sciences laboratory in Japan, which teaches chimpanzees language-like skills as means to understand their perceptual world. However, in this laboratory setting, the human-chimpanzee relationship is a vital part of the research philosophy and both species constitute a hybrid community of affections, social relationships, and scientific partnering. As a comparative effort, a short-term multi-sited ethnography was conducted following the theme across institutions in Japan of zoo, sanctuary and field-site type, in addition to the Japanese field station for the study of chimpanzee culture, in Bossou, Africa. Moreover, this work draws on the experience of becoming, at the same time, an experimenter in the targeted laboratory. The result is multifold. We shall explore first, the history as well as the caretaking and research practices in chimpanzee studies at the Primate Research Institute of Kyoto University (KUPRI). Then, we shall investigate the dynamics of physical boundaries in dangerous interspecies social interactions; the experimental boundaries of testing and being tested by chimpanzees; and the symbolic boundaries concerning human and nonhuman personhood. As a result, four major points are brought to light in a renewed perspective, namely (a) interspecies socialization (b) the embodiment of interspecies social relations in space (c) interspecies social relations in scientific settings (d) animalcentric perspectives on personhood. We conclude with the hopes and prospects for a fruitful dialogue across disciplines. Overall, the differential endeavor of this work consists in mobilizing concepts and tools from both primatology and social sciences to propose a more symmetric analysis of the human-animal relationship.

Cette thèse propose une méthode d'analyse des signaux triphasés pour la surveillance d'état des systèmes électromécaniques. La méthode proposée repose sur l'utilisation de la transformée en composantes symétriques instantanées et d'outils simples de traitement du signal pour détecter les défauts électriques et mécaniques dans de tels systèmes. Les avantages de cette approche triphasée par rapport à une approche monophasée pour la surveillance d'état sont étudiés en détail. Tout d'abord, pour les défauts électriques, l'utilisation de la transformée triphasée permet de séparer les composantes symétriques et asymétriques, et facilite ainsi la détection d'un déséquilibre électrique. Ensuite, pour les défauts mécaniques, l'approche par transformée en composantes symétriques permet de travailler dans des espaces avec un meilleur rapport signal à bruit. En effet, en appliquant le même traitement à la fois en monophasé et en triphasé sur les composantes symétriques, on observe que certains défauts mécaniques ne sont détectables qu’en utilisant la séquence positive des composantes symétriques. La méthodologie complète et les algorithmes pour calculer les indicateurs de défaut pour les défauts électriques et mécaniques sont donnés et les résultats sont validés sur signaux synthétiques et expérimentaux. En termes d'application, l'accent est mis sur la surveillance d'état des composants de turbines éoliennes. Toutefois, le procédé proposé peut être appliqué à des systèmes électromécaniques en général et peut facilement être étendu à des systèmes polyphasés. / This thesis proposes a three-phase electrical signals analysis method for condition monitoring of electromechanical systems. The proposed method relies on the use of instantaneous symmetrical components (ISCs) transform and simple signal processing tools to detect both electrical and mechanical faults in such systems. The advantages of using this three-phase approach for condition monitoring instead of single-phase ones are thoroughly detailed. Firstly, for electrical faults the use of the three-phase transform separates the balanced and unbalanced components thus making electrical unbalance detection easier. Secondly, for mechanical faults the ISCs approach has better signal-to-noise ratio (SNR). Indeed, by applying the same processing to both single-phase and ISCs, some mechanical faults are only detectable using the positive-sequence ISC. The complete methodology and algorithms to compute fault indicators for both electrical and mechanical faults are given and the results are validated using synthetic and experimental signals. In terms of application, the focus was on condition monitoring of wind turbine components. However, the proposed method can be applied on electromechanical systems in general and can easily be extended to poly-phase systems.

The goal of the study was to develop a framework for public relations practice in the financial services sector. The study was based on four key objectives. In line with the first objective, chapters 2 and 3 reviewed how public relations was conceptualised and practiced by reviewing literature. Three worldviews, the North American, the European and African worldviews, were discussed by looking at their similarities and differences. The literature also reviewed the development of public relations from these three perspectives. Literature revealed that different models influence practices in different cultural settings and that effective PR practice cannot be premised on a single model. Objectives 2, 3 and 4 empirically analysed the conceptualisation and practice of public relations in terms of the purpose (models) and roles (activities). The study employed the one-on-one interview technique to gauge the views of communication managers in the financial services sector. The result of the study was discussed and analysed in chapter 5. Findings showed that PR was not strategic and mostly had a marketing orientation. Significantly, most of the communication managers had marketing backgrounds, which invariably affected their concept and practice of public relations. Another key finding was that public relations measurement and evaluation was based on outputs and outtakes more than outcomes. Moreover, methods used were mostly unscientific in nature. PR strategies were based on audience satisfaction surveys rather than perception and attitudinal research. Practitioners are not part of the dominant coalition. The findings showed that practitioners faced a number of challenges that compromised the effectiveness of their work, including management’s value and perception of their work, lack of in-depth knowledge about the profession itself, budgetary constraints and inability to sometimes influence decisions because of their position in the organisational structure. The findings of the study, together with findings in the literature, were used to develop a framework for effective PR practice in the sector. The framework differs in certain aspects from some of the recommendations made by literature for excellent public relations practice. The framework also incorporates recommendations aligning to the reality of public relations practice within the Ghanaian cultural and political environment. / Communication Science / D. Litt. et Phil.(Communication)

The aim of this study is to examine which communication channels and communication strategies Umeå municipality could use for information concerning outdoor recreation. To achieve this aim the following theories and views have been applied: social communication, communication strategies, two-way symmetrical communication, social media and uses and gratifications. The study was conducted through four focus group interviews and one informant interview. The focus groups consisted of four groups of outdoor enthusiasts in Umeå municipality: outdoor interested students, organized outdoor enthusiasts, active families and active seniors. The informant were the person that is centrally positioned within the business. The material was collected during the 6th and 19th of February 2014. The results and analysis of the study showed that outdoor enthusiasts have acquired new communication habits and that the municipality partially requires changes in their communication strategy. The new media habits has meant that outdoor enthusiasts would like to receive personalized information rather than information that is targeted towards the crowd. Thus, there is a clash between how the municipality communicates and outdoor interested’s approach to dialogue. Outdoor enthusiasts also want to communicate with each other to a greater extent than with the municipality. The result also showed a lack of communication channels that enable outdoor enthusiasts to communicate with each other. Finally, there were also a digital divide that shows that active seniors are distinguished because they have not embraced the new media consumption in the same extent as other groups. This has the consequence that Umeå municipality must use a mixture of communication channels to adapt to the public. / Syftet med studien är att undersöka vilka kommunikationskanaler samt kommunikationsstrategier Umeå kommun kan använda för information som rör friluftsliv. För att uppnå syftet har teorier och fakta om samhällskommunikation, kommunikationsstrategier, tvåvägs-symmetrisk kommunikation, sociala medier samt uses and gratifications använts. Studien har genomförts genom fyra fokusgruppsintervjuer och en informantintervju. Fokusgrupperna bestod av fyra grupper av friluftsintresserade i Umeå kommun: friluftsintresserade studenter, organiserade friluftsmänniskor, aktiva barnfamiljer samt aktiva seniorer. Informanten som intervjuades var den person som är centralt placerad inom verksamheten. Materialet samlades in under tidsperioden 6-19 februari 2014. Resultatet och analysen av studien visade att friluftsintresserade har skaffat sig nya medievanor och att kommunen delvis måste ändra sin kommunikationsstrategi. De nya medievanorna har medfört att friluftsintresserade vill få individanpassad information istället för information som är riktat mot den breda massan. Därmed har det uppstått en krock mellan hur kommunen kommunicerar och friluftsintresserades syn på dialog. Friluftsintresserade vill även kommunicera med varandra i större utsträckning än med kommunen i fråga. Resultatet visade också att det saknas kommunikationskanaler som möjliggör att friluftsintresserade kan kommunicera med varandra. Slutligen återfanns även en digital klyfta som visar att aktiva seniorer särskiljer sig då de inte har anammat den nya mediekonsumtionen i lika utsträckning som övriga grupper. Det betyder att Umeå kommun måste använda en blandning av kommunikationskanaler för att anpassa sig efter medborgarna.

The purpose of the case study is to research whether the brand Hollister can establish themselves to their target audience working with communication. To achieve the goal with the study, the following theories has been applied: brand building, visual communication, two-way symmetrical communication and communication channels. The study was conducted by a quantitative online questionnaire survey. The online survey was aimed at teenagers aged 15-18 years old living in Täby or Umeå where one question was "What difference can be discerned between Täby, where there is a shop, and Umeå where there is no shop". The material was collected during a period of eight days between december 11th to december 19th 2013. The online survey was answered by 90 units which means a response rate of 90 percent. The results of the study showed that it differed somewhat between the cities and above all it showed that the units from Täby had more knowledge about the brand's visual identity, and visited the store to a larger extent. The analysis also showed that branding is an important part to reach out and influence Hollister’s target audience where the work of visual communication is vital. / Syftet med studien är att undersöka om varumärket Hollister kan etablera sig hos sin målgrupp med hjälp av kommunikation. För att uppnå syftet har följande teorier tillämpats: varumärkesbyggande, visuell kommunikation, tvåvägs-symmetrisk kommunikation samt kommunikationskanaler. Studien har genomförts genom en kvantitativ enkätundersökning på webben. Webbenkäten riktade sig till tonåringar i åldern 15-18 år som bor i Täby eller Umeå då bland annat en frågeställning har varit ”Vilken skillnad går att utläsa mellan Täby, där det finns en butik, respektive Umeå där det inte finns någon butik”. Materialet samlades in under en period på åtta dagar mellan 11-19 december 2013. Webbenkäten svarades av 90 enheter vilket innebär en svarsfrekvens på 90 procent. Resultatet av studien visade att det skiljde en del mellan städerna framförallt går det att utläsa att enheterna från Täby hade mer kännedom kring varumärkets visuella identitet samt besökt butiken i större utsträckning. Analysen visade även att varumärkesbyggande är en viktig del för att nå ut och påverka sin målgrupp och bland annat att arbetet med den visuella kommunikationen är betydelsefull.