Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) t

The brightness of the stars is not uniform over the surface as it varies depending on the wavelength and the atmosphere that the light propagates. Limb darkening is an optical effect caused by a decrease in brightness of the star towards the edge. Depending on which point on the star is observed, the optical depth reaches different atmospheric media, which results in different intensities of light

Refugees often spend over 20 years in what are supposed to be temporary camps, leading to increased violence and abuse. The humanitarian and development sector is seeking long-term solutions to protect their human rights and prevent discrimination. This study aimed to identify which possible solutions the Kenyan government may implement to address the demands of refugees in terms of local integrat

Disability is an aspect that forms a significant part of the human condition. According to the World Health Organization (WHO) an estimated 1 billion people worldwide live with a disability. That accounts for roughly 15 % of the entire human population, and therefore it has been sometimes referred to as the world's largest minority. The presence of people with disability is a phenomenon that i

A fundamental principle for democracy and the rule of law is that the courts are independent and impartial, which extends to the conduct of judges and lay judges during the trial. In addition, there is the expectation of the courtroom being an unemotional setting, and seeing emotional displays in lay and professional judges could lead to a feeling of partiality in the audience. The aim of this the

Currently, there is an increased societal focus on youth criminality and also a growing popularity of municipal social outreach work as a countermeasure of it. The purpose of this study is therefore to elucidate social outreach workers' experience of their work with children through a crime preventative perspective, to expound upon their role in crime prevention and to highlight the emotional

Improvement of the Guatemalan national education system is a center for development. Many attempts have been made over the years to improve the system; one, in particular, is the creation of the National System for Teacher Training. This paper reviews the changes made to the National System for Teacher Training (SNFD) and places them into the larger context of the Guatemalan educational system. Th

In this study, twelve guardians of eleven different children with problematic gaming behaviour were interviewed and provided their view of the relationship with the child and their perceived need for support. The guardians were asked to describe the relationship with the child with problematic gaming based on the aspects of transparency, rules/limits, and socialising. The empirical data has been a

This thesis investigates the challenges and opportunities associated with implementing sustainable business models in the construction industry, with a specific focus on an established Swedish construction company. The construction industry is a notable contributor to environmental impact, resource consumption, and energy use. There is still a considerable lack in research on the challenges encoun

Tänk om vi kunde ersätta dagens hydrauliska lösningar med elektriska och skapa mer energieffektiva system i dagens moderna arbetsmaskiner? Vilka möjligheter och utmaningar uppstår då man ersätter pumpar och hydraulik med batterier och elektronik? Den pågående elektrifieringen av fordon inom många sektorer skapar nya möjligheter att utmana och ersätta traditionella lösningar med hjälp av modern teExcavators have traditionally been diesel driven with hydraulic actuators, but with the ongoing electrification of vehicles, smaller electric excavators are getting more common. Larger electrical excavators are still in a prototyping or early production stage but can be expected to grow. The electrification of construction equipment creates new possibilities to replace previous hydraulic- with ele

Non-fungible tokens (NFTs) have gained significant attention in recent years as a rapidly growing form of crypto assets with unique characteristics. However, existing tax regulations have struggled to keep up with these developments. This thesis addresses the taxation of NFTs within the European Union (EU) and highlights the legal gap in their treatment, given their exclusion from the Markets in C

The Greek physician Praxagoras from Kos was active around year 300 BC. He represents the transition between the Hippocratic and the Hellenistic periods in medicine. Praxagoras was the teacher of several renowned physicians active during the 3rd century BC. Although he wrote many books nothing of his writing has survived to our time. To learn about his teachings we must rely on fragments and testim

Today's social services are constantly criticized in the media. Trust in Swedish authorities has never been so low and the main contributor to this is the easily accessible criticism on social media. The criticism is based on clients' stories, including personal and impersonal experiences of the meeting with social services. The study aimed to investigate how critical clients and social wo

Nasal administrering är en administeringsmetod där läkemedel inhaleras genom näsan. Metodens huvudsakliga syfte är att snabbt och effektivt behandla lokala symtom. Men på senare tid har det även ökats intresse för att uppnå en systemisk effect, där läkemedlet når blodomloppet och därigenom påverkar hela kroppen. Näshålan är ungefär 15-20 ml, med en yta på cirka 150 cm2 och är uppdelad i två symmIntranasal drug delivery is a practical and accessible method for treating localized symptoms as well as achieving systemic drug absorption. The approach takes advantage of the permeability, vascularization, and limited enzymatic activity of nasal tissue, leading to enhanced drug absorption. Moreover, drugs can bypass the blood-brain barrier and directly reach the brain through the olfactory route

This paper examines how worries about war affect the political participation of women and men in Ukraine. The analysis is based on secondary data from the seventh wave of the World Values Survey 2017-2020. By constructing linear regressions, I examined whether there is a correlation between the worries about the war and the political activity of women and men in Ukraine. This allowed us to see how

The purpose of this study has been to understand how brands construct female body trends through the use of marketing representations over time. It was considered of relevance to analyze these social constructions as female consumers have been portrayed as well as objectified and exploited over the years in different industries. Ultimately, the effects of these social constructions which convey s

This study aims to investigate how brand extensions within streaming services affect consumers’ attitudes and emotional attachment to the parent brand. Beyond fit and quality, we provide an explanation of the connection between brand extensions, emotional attachment, and consumer attitude. This research adopts a critical realist ontology, interpretivism epistemology, and abductive approach through

Healthcare professionals in Sweden have a legal obligation to acknowledge and provide support to children as next of kin and to notify social services in case of suspicion that a child is in harm or may be at risk of harm. Despite this, studies show a lack of reported cases to social services, it also shows that the work with children as next of kin is not as extended as it should be. Swedish rese

Trots att Sverige är bland de mest jämställda länderna i världen är mäns våld mot kvinnor ett samhällsproblem av omfattande karaktär. Konsekvenserna av detta våld är betydande, både i form av samhällskostnader och personligt lidande. Poliser har en avgörande roll vid dessa våldssituationer. Detta arbete ämnar undersöka vilka attityder som finns bland blivande poliser i Sverige gällande olika typerDespite Sweden being amongst the most gender equal countries in the world, men's violence against women is a comprehensive societal issue with large consequences: both considering financial costs to society and personal suffering. The police have a crucial role in this issue. This thesis aims to investigate attitudes amongst police students in Sweden towards different types of violence, and if