Consumers are nowadays presented with many choices regarding products and services. In addition, there is a wide array of brands that one is forced to choose from. In this study you will get to know the brands that Swedish consumers think of first when given a specific category, thus the brands that are Top-of-mind. The purpose of this study is to investigate possible opportunities for a new entrant to become Top-of-mind and whether the importance of being Top-of-mind differs. The study examines four product categories: Toothpaste, Soft drink, Insurance company and Sportscar. The study’s empirical data is based on a survey of 200 respondents. The results of the study show that there are greater opportunities for a new market entrant to become Top-of-mind within the product category Insurance company and Sportscar, at the same time as it indicates that the possibilities within Toothpaste and Soda are smaller. Furthermore, the study's results conclude that it is more important to be Top-of-mind in the product categories Toothpaste, Soft drink and Insurance company.

Marketing has been developed and revalued the last years. The consumer today is moreeducated and is therefore able to have higher demands. These requirements together with theincreased competition is forcing brands to find creative ways to reach their target market.Fashion has throughout history contributed to, and been influenced by, changes in society.Through all times, people have used fashion and clothing as a way to demonstrate their socialidentity and to be accepted. Companies in the fashion industry can be successful if theydevelop brands that attract consumers. To achieve this, companies must find newcommunication tools to reach out to the consumer, among these tools, we find the fashioneditorials.Our aim is to investigate whether product placement occurs in Swedish fashion editorials.Through our thesis we want to explore how consumers perceive the editorials and alsowhether if they are used as a marketing channel.The method is qualitative and the study is based on semi structured interviews and a focusgroup interview. To get several opinions of the problem area, the issue is discussed from twodifferent perspectives. According to the hermeneutical approach, with interpretation in focus,the empirical material has been analyzed alternately with theory. The theories have thereforebeen reviewed during the process.Our conclusion is that all respondents experience that product placement occurs in fashioneditorials. It is also clear that there are differences between the interview perspectives. Theoccurance of product placement in fashion editorials is percieved in different ways. The maindifference is that the fashion industry operatives can see the press offices as messengers forthe brand's image. The consumer, on the other hand, is completely unaware of their existence.Furthermore, readers believe that the content is selected by someone who is an interpreter inthe fashion area and therefore it is accepted. Readers can see the fashion editorials as a sourceof inspiration when shopping. The fashion brands that frequently appears in fashion editorialsbecome top-of-mind of the consumer/reader. Our results suggest that consumers actually areshopping garments from the brands that appear in editorials. Fashion editorials can thus bedescribed as an important part of a fashion company's marketing. Finally, we discuss thefuture of fashion magazines as internet and blogs are changing the conditions to attract theconsumer. / Program: Textilekonomutbildningen

Examensarbetets syfte är att identifiera möjligheter samt svårigheter med att översätta varumärkesplattformen till grafiska profilen. För att förtydliga och få inblick i verklighetens kontext i forskningsområdet, visuell kommunikation, har en fallstudie utförts på Baronen Köpcentrum.Tillvägagångssättet för datainsamlingen utgår ifrån en kvalitativ metod med ett induktivt angreppssätt. Det empiriska materialet utgörs delvis av sex respondentintervjuer med titlarna grafisk profilerare, Art Director, projektledare, centrumledare samt varumärkesstrateg. Dessutom består empirin utav en marknadsundersökning som genomförts med 100 tillfrågade kunder hos Baronen Köpcentrum. Ambitionen är att undersöka om den visuella kommunikationen uppfattas i enlighet med företagets varumärkesbudskap utifrån varumärkesplattformen. Samtliga intervjuer har sammanställts och tillsammans med teoretiska referensramen tolkats och har kvalitativt analyserats för att slutligen frambringa forskningens slutsats.För att nå en effektiv visuell kommunikation är det betydelsefullt att grafiska profilens komponenter samspelar och bildar en enad visuell helhet för kunden. Vid grafisk profilering och utformandet av visuell kommunikation bör företagsledningen utgå ifrån varumärkesplattformen. Ett fåtal starka varumärkesbudskap ska formuleras, för att sedan visuellt förmedlas till kunden. Forskningen påvisar betydelsen av att förstå möjligheterna i att översätta värdeorden till logotyp, färg, form och teckensnitt. Att utforma en visuell strategi utifrån varumärkesplattformen till grafiska profilen har flertalet kommunikationsmöjligheter exempelvis, ökad lönsamhet, varumärkeskännedom samt uppnå marknadspositionen ”top of mind”.

Företaget Google är i dag ett av världens mest kända varumärke och deras sökmotor står för 70 % av internetsökningarna i USA och 90 % i Europa. De har lyckats få en dominans på sökmotorsmarknaden framför sina konkurrenter som Yahoo, Ask och Bing. Människor över hela världen använder flera utav Googles tjänster varje dag och många av dem reflekterar inte över den makt som Google har. Kan den här monopolliknande positionen Google har vara så pass transparent att användarna inte ens reflekterat över det? Vår önskan med uppsatsen är att ge läsaren en inblick i Googles varumärkesstrategi och hur användarnas attityder är gentemot företaget. Vi vill ta reda på om användarnas attityder stämmer överens med vad Google vill kommunicera till sina användare och om användarna reflekterar över den maktposition och dominans Google har på internet. För att samla empiriska data, valde vi att göra en webbenkät som besvarades av medie- och kommunikationsstudenter på Högskolan i Jönköping. Utifrån resultatet kunde vi konstatera att en stor del av respondenterna är väl medvetna om den dominans och maktposition som Google har på marknaden. Trots denna medvetenhet har vi inte sett detta påverka respondenternas generella attityder om Google som företag. Däremot kunde vi urskilja viss skepticism hos respondenterna när det kom till en del av Googles funktioner. / Google is today one of the world’s most known brand and their search engine stand for 70 % of the internet searches i the U.S. and 90 % for those i Europe. That means that they have managed to reach monopoly on the search engine market prior to its competitors such as Yahoo, Ask and Bing. People all over the world use several of Google’s services each day and many of them doesn’t reflect over the power that Google has. Can this monopoly and their positions of power be that translucent that the users don’t reflect on it? Our desire with this thesis is to give the reader a deeper understanding about Google’s marketing strategy and about the user’s attitudes towards the company. We want to find out if the attitudes of the user’s correspond to what Google wants to communicate to its users. We also want to find out if the users reflect any on the monopoly and positions of power that Google has on the Internet. To be able to gain empirical data, we chose to design a web-based survey and had media and communications student at Jönköping University to answer it. From the results we found that a large proportion of the respondents is very much aware of the monopoly and positions of power that Google has on the market. However, despite this awareness we could not see that this affected the user’s general attitudes towards the company. On the other hand, we could notice some skepticism when it came to some of the functions of Google’s services.

<p>Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area.</p><p>Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school.</p><p>Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.</p>

Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area. Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school. Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.