Så gör vi gott för Norrland - : En kvalitativ studie av Norrmejeriers visuella kommunikation

Sammanfattning: 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.