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Purpose: As co-branding has become a popular strategy to differentiate brands and create awareness in a crowded market, this has developed to be a relevant research field. Through an analysis of a luxury brand’s two different approaches to co-branding, this paper aims to analyze how brand identity alignment impacts co-branding and to provide a guideline for the decision-making process of selecting

Bakgrund: Höga patientflöden, kritiskt sjuka patienter, och larmsituationer resulterar i en variabel arbetsmiljö på akutmottagningen som kan vara påfrestande och stressutlösande för sjuksköterskor. En sjuksköterska med höga nivåer av stress riskerar att drabbas av konsekvenser som compassion fatigue, sekundär traumatisk stress (STS), och posttraumatiskt stressyndrom (PTSD). Förutom att påverka sju

Purpose: The aim of this paper is to examine how organizations use live in-person events to increase brand awareness and long-term brand loyalty. Methodology: This paper utilizes a qualitative research method through the examination of three case studies: Red Bull Rampage, NHL Global Series, and Nike’s Breaking2 Marathon. The information for these case studies was gathered through secondary resear

I början av 1900-talet byggdes enorma sjukhus runt om i Europa i hopp om att bekämpa den förödande spridningen av tuberkulos. Innan framtagandet av antibiotika och vaccin låg fokuset på att isolera de insjuknade och förse dem med näringsrik mat och frisk luft, i tron om att det hade en läkande effekt på lungorna. Trots att det saknades medicinska belägg för detta resulterade det i att sanatorierna

This paper analyzes the corporate rebranding efforts of Google to Alphabet and Facebook to Meta, examining the motivations behind these shifts, the changes in brand architecture and the impact on stakeholders. The authors use the Corporate Brand Identity Matrix and Stakeholder Theory to assess the rebranding's effects on investors, employees, consumers, and policymakers. The paper concludes th

Abstract Purpose: The purpose of this study is to expand literature on brand collaborations by shifting focus from well-documented luxury-fast fashion collaborations to luxury-luxury partnerships. The trend of luxury-luxury partnerships challenges the traditional view that brand collaborations are primarily about image enhancement and transfer, suggesting deeper strategic advantages. This paper a

Purpose: This study aims to explore the impact of long-term brand ambassadors on brand equity and emotional connections with consumers. Additionally, the study will focus on the challenges brands face when a long-term ambassador departs and how to handle them. Methodology: This paper takes a qualitative approach, using secondary data and case studies to explore how brands manage the exit of long-

Purpose: To examine how intellectual property rights holders and intellectual property rights experts view the phenomenon of characters’ copyright expirations. Research questions: How can intellectual property rights holders cope with the expiration of their characters’ copyright? What are the possible implications of copyright expiration for brands? Methodology: The study utilizes an inductive,

The transition towards sustainable rail transportation has positioned hydrogen as a promising alternative to traditional fossil fuels. This thesis focuses on the analysis of design for onboard and offboard hydrogen storage systems for light trains, which plays an important role in facilitating the adoption of hydrogen-powered rail vehicles. It explores state-of-the-art hydrogen storage technolo

Purpose: To examine how different branding strategies (direct branding, sub-branding, and independent branding) in luxury downward line extensions affect the exclusivity and brand im- age of the parent luxury brand. Design/methodology/approach: This study follows a qualitative approach by conducting semi-structured interviews with 15 respondents. The interviews were based on three luxury brand cas

Purpose: The purpose of this study is to investigate the impact of brand logics on the success of brand extensions. Methodology: This study has examined two different case studies to better understand the effect of brand logic. An extensive literature review was done on “brand logics”, specifically Unique Selling Proposition (USP) and the Golden Circle, “brand extensions” as well as “brand identit

Research Question: Does the success of price-driven e-commerce platforms like Temu indicate a fundamental shift away from traditional branding values such as emotional connections, trust, and long-term engagement, or is it an adaptation to evolving consumer preferences for affordability and convenience? Purpose: The purpose of this paper is to critically investigate whether the success of price-

Technological innovation has been a crucial driver of economic growth, leading to significant improvements in our quality of life. However, the rise of dual-use technologies—those with both beneficial and harmful potential—poses increasing risks. This paper examines what the impact of government policies designed to mitigate these risks is on innovation, focusing on Denmark’s 2008 Biosecurity Law

Chemical absorption of acidic gases, such as CO2, using amines, is a mature technique within Carbon Capture and Storage (CCS) and rely on the equilibrium reaction for both absorption and desorption. Carbon Capture and Storage systems are suggested as viable key processes to reduce anthropogenic carbon in the atmosphere. However, the technique is divided into two different approaches: pre-combustio

The aim with this project was to improve the workspace of activity based offices. In the aftermath of Covid-19, people working remote gave companies the possibility to create smaller offices with shared spaces. This removed the customizable workspace for the employees as they found themselves trying to find a new desk each day which suits them, and there for creating a hostile environment with no

Purpose: To understand the key principles that enable brands to construct long-term marketing campaigns, helping communicate, maintain, and build brand identity. Design/Methodology: This study uses a case study approach by conducting content analysis of Dove’s 20-year self-esteem campaign. The analysis is supplemented by a qualitative survey of Dove’s Nordic brand management team in order to conte

Frontex spelar en avgörande roll för att skydda mänskliga rättigheter genom sin direkta kontakt med migranter. Denna studie undersöker hur Frontex beskriver risker för migranter och hur denna beskrivning har förändrats under det senaste decenniet. Studien analyserar tre av Frontex årliga riskanalysrapporter genom en kvalitativ innehållsanalys med en teoretisk ram om mänsklig säkerhet. Resultaten vFrontex plays a crucial role in protecting human rights through its direct contact with migrants. This study examines how Frontex describes risks to migrants and how this description has changed over the past decade. The study analyses three of Frontex's annual risk analysis reports through a qualitative content analysis with a theoretical framework on human security. The results show that Fro

Bakgrund: Användning av digitala vårdtjänster ökar snabbt och teknologi utvecklas konstant inom hälso- och sjukvård. Aktuell forskning och samhällsutvecklingen indikerar att den digitala primärvården sannolikt kommer att fortsätta växa, vilket beror på delvis en ökad medellivslängd men också personalbrist. Digitaliseringen betraktas som en potentiell lösning för att möta dessa utmaningar men det k