In a time where information overload is a fact, well formulated messages is required and communication is a big contributing element for building strong brands. In the north of Sweden, Norrmejerier is one of the big actors with dominance on the dairy factor market. Through making milk products that lands in the consumers refridgerators, they are not only working for economical interest but also for improving the nature of the north of Sweden.   Through visual communication, Norrmejerier shows the consumers a beneficial view of the north of Sweden which corresponds to the populations own impression of their part of the country. This contributes to a feeling of belonging that makes strong and loyal consuments. The feeling of belonging is also reflected in Norrmejeriers commercial movies, that uses the consumers conscience to make costumers.   By two group interviews and a semiotic analysis of Norrmejeriers commercial movies, this study aims to examine how Norrmejerier uses qualities of the north of Sweden when building their brand. The results shows that the consumers opinion of Norrmejerier is positive, and the participants of the group interview sees Norrmejerier as a symbol for the north of Sweden. The commercials makes the consumers feel proud of their heritage. Many of the participants in the group interview feel that the north of Sweden is seperated from the rest of the country, which contributes to the desire of doing everything on their own. The feeling of belonging is one of the factors that Norrmejerier is a strong brand in the north of Sweden. / I en tid då informationsflödet ständigt ökar ställs högre krav på bra utformade budskap, och kommunikation blir en bidragade faktor till ett lyckat varumärkesarbete. I norra Sverige är Norrmejerier en stor aktör, som genom att producera mjölk som hamnar i konsumenternas kylskåp inte bara verkar för kommersiella intressen utan också för hela Norrlands levande landsbygd.   Genom visuella bilder förmedlar Norrmejerier en syn på Norrland som stämmer överens med norrlänningarnas egna bild av hembygden. Detta skapar en känsla av gemenskap och tillhörighet hos konsumenterna, vilket bidrar till stor köplojalitet. Denna gemenskapskänsla beror till stor del på Norrmejeriers reklamfilmer, som anspelar på en samvetsaspekt hos mottagarna som genom att välja norrländska produkter gör gott för Norrland.   Genom två fokusgruppsintervjuer och en semiotisk bildanalys på tre av Norrmejeriers reklamfilmer syftar denna studie till att undersöka hur Norrmejerier använder sig av norrländskhet i sitt varumärkesbyggande. Resultatet visar att konsumenternas uppfattning om Norrmejerier är positiv, och deltagarna i fokusgruppsintervjuerna ser Norrmejerier som en symbol för Norrland. Reklamfilmerna visar en fördelaktig bild av Norrland som gör att konsumeterna känner sig stolta över sin hembygd, trots att det många gånger är en region som upplevs som frånkopplad från övriga Sverige. Känslan av utanförskap kan vara en av de bidragande faktorerna som gör att Norrmejeriers konsumenter är märket troget, som ett uttryck för en önskan om att klara sig själva oberoende av resten av landet.

Companies in the North of Sweden are expressing big difficulties to acquire the right competency and the right people to fill voids in their organization. The purpose of this research paper was to gain an understanding of how companies in the north work with selected contributing factors, affecting their ability to attract talent. Starting off we gained perspective on how companies define talent and which talent management approach they implement. From there we learned to which extent they prioritize people fitting into the company’s identity/values and work with communicating with talents by displaying themselves as an attractive employer. Our attempt was to uncover any underlying behavior or beliefs within this region contributing to why this region, in particular, is experiencing difficulties in attracting talent. To reach these understandings, we conducted a case study holding six in-depth interviews with different companies in various locations within the region “Norrland”. By using the thematic analysis method, we concluded that businesses have attitudes regarding the nature of talent and how it should be managed which limits their view of who is considered as a competent potential employee. Moreover, we found that the majority of businesses operating the north to a relatively high extent prioritize their relationship with their employees. However, they do not work to a high extent with the creation of a strong employer brand, possibly contributing to the situation as it is perceived in the north.