In these days of globalization, with a higher level of openness and interaction over geographical, cultural and economical borders, the importance of the company?s intangible asset, its brand, is gaining importance as a differentiating factor. Building a strong brand and the emphasis on strategic brand management is something that before was given less attention in firms but today we can see a general increase in awareness and relative emphasis in the strategic work of companies.Countries as brands: Is it possible to consider a nation or a country as a brand the same way you consider a product? Well, looking in to the subject it seems to be a rather complex matter and there are many questions to be asked and answer. Nations around the globe are indeed marketing and positioning themselves for several purposes.

The aim of this study is to examine the collection One Thousand and One Nights (also: The Arabian Nights) from a european perspective, by comparing different european translations. The study focuses on three translations into Swedish from different periods of time and how the tales have changed in the translation process - depending on the prevailing line of approach and Western perceptions of Eastern standards. The thesis of the study is that Eastern culture, from a Western perspective, has been seen as exotic and different but not as a high literary culture and that this view has affected the translations into european languages. The study shows, among other things, that Western culture is many times considered normative in the translations and that the translators often give their own voices a prominent role, also that common Western notions of the East affects the translations.The word ?orientalism? is used frequently in the study and it refers primarily to the image of the Orient as it is described in Edward Saids' book Orientalism: as a Western construction whose main purpose is to strengthen its own conception of the Orient and thereby strengthen the Western identity as better than the Orient.

The idea of bringing mindfulness into organizations has become increasingly popular. While previous research has shown positive effects of mindfulness practice in individuals, consequences of introducing mindfulness in organizations remain largely unexplored. This thesis examines those consequences through a qualitative study. We conducted semi-structured interviews with members of two case companies. Based on the effects which mindfulness has been shown to have on individuals, our analysis was especially focused on the areas of efficiency, effectiveness and organizational culture.

The purpose with this thesis was to describe the importance of the creative industries for a town. We thought that towns could design a strategy to attract creative industries and creative people to establish their business in the town. During the study some important topics, such as a town brand, a town image and a town identity has been identified as factors that can influence and attract people and creative industries. Towns can use these topics in their marketing of the town. The method that we used was a case study: we conducted interviews to collect information about the chosen case study, the town of Skellefteå.

The Veiled Party: A Discourse Analysis of Sweden Democratic Texts aims to further the understanding of the underlying ideology of the Sweden Democratic party, by revealing whether or not there is any ideological content that include race, racialization, and racism in the party?s political texts. The study offers a background description of the discursive change in the social and political climate of debate in Sweden, which opened a policy window for xenophobic agenda setting. In addition, the study delivers a presentation of the public debate regarding the Sweden Democrats, as well as statements by party representatives.Through a social constructionist and discourse analytic framework, the study aims at understanding how the application of racial ideas are done and mapped. The core of the theoretical framework is a critical race and whiteness theoretical approach.

The purpose of this paper is to examine how the arrival of class society is expressed in the social dance of high society during the second half of the eighteenth century. The study is based on the idea that culture and society develope in interaction; that changes in the economic, political and social life determine the cultural expressions as well. What I wish to examine is whether cultural themes from the developing bourgeois culture ? individualism, to be precise ? is expressed in the social dance during the second half of the eigthteenth century. // The study shows that public balls definitely gave people a chance to show off on the dance floor in spite of social rank.

Within the subject of retouching there is an ongoing debate about whether fashion retailers should retouch their ads or not. There has been a large amount of criticism to the communication of stereotyped beauty ideals that is used by companies in their marketing. The stereotyped ideals also contribute to negative psychological effects among people. As a response to the criticism, or as a way to differentiate one-self from competitors, retailers are starting to use unretouched models in their advertising. How this affects the consumer's perception of CSR along with the attitudes and behaviors is still unknown.

The debate surrounding the opinion polls of the political party Sverigedemokraterna, and later their results in the Swedish election has been evident. The purpose of the study is to investigate how norms of equal treatment in social work practice might be influenced by Sverigedemokraterna's understanding of culture, ethnicity, nationality and religion. The thesis is outlined through the works of Teun van Dijk and Ruth Wodak (2000) regarding racist discourse in politics, Giorel Curran (2004) explaining lesser established parties influence on the broader discourses and Anders Hellström and Tom Nilsson (2010) attempting to ideologically position Sverigedemokraterna. With the method for analyzing policy documents designed by Carol Bacchi (2009) the latest motions from Sverigedemokraterna has been analyzed. Bacchi?s theoretical framework, together with theory concerning the expression of modern racism of John Hodge (1999), Paul Gilroy (1999) and Bennedict Anderson (1996) amongst others has been used to create an understanding of the material.

The aim of our Master´s thesis is to investigate the development of the different libraries in the former communities of Flisby and Lofta during the former part of the twentieth century. We ask the following questions:How did the libraries in Flisby and Lofta develop between the years of 1905 and 1952?How can we understand the libraries? dependency of funding of different kinds? We have used case study as a method, and we have adopted a source criticism approach. We have mainly used our local archives and among other things we have investigated various sorts of protocols, annual reports, auditor?s reports and the accounts that were sent to the Board of Education.

This paper develops a theory for understanding negotiation situations involving states and indigenous peoples. Using relevant constructivist theory as a starting point, the paper develops a theory about understanding the relationship between power and culture implicit in the concept of the state. This relationship is examined in negotiations situations involving states and indigenous peoples. States are constituted by social structure and are representatives of the national culture. At the same time states are actors within the international system and a part of the culture of Westphalia.

The aim of this master thesis is to analyze how and why Scandinavian-American history has been used in exhibitions in both Scandinavia and the United States after the end of the Great Migration. More specifically, the thesis deals with the Swedish and American exhibitions of the controversial Kensington Rune Stone, discovered in Minnesota in 1898. Despite the fact that its authenticity has been disputed by academic expertise, it has been displayed by many prominent actors. The Rune Stone is one of many purportedly pre-Columbian artifacts found in the United States. Moreover, it is an identity marker, harboring many kinds of identity constructions. The thesis therefore focuses on the meanings that the Rune Stone has been charged with since its discovery, as historical culture and in specific exhibits, on how it has been displayed, and on why it has been exhibited at  national museums in both Sweden and the United States. The principal source materials are five exhibitions of the Kensington Rune Stone.

The purpose of this thesis is to gain a deeper understanding of Swedish companies? use of corporate sponsorships as a tool for communication. The research describes motives and goals of corporate sponsorships, the selecting process and methods used in evaluating its effects. The empirical data has been colleted through interviews with two companies sponsoring athletics at a top level in Sweden. The study shows that the principal objectives and motives companies have with sponsorships are related to brand exposure, image improvement and relationships.

Hybrid working solutions have become increasingly common following the outbreak of the Covid-19 pandemic. This new way of working introduces organisational challenges regarding how the culture within an organisation is created and maintained in an environment that combines both a physical and digital presence. This study aims to explore how hybrid work affects an organisation?s ability to develop and maintain its culture, as well as the digital tools and strategies used in the process. This will be studied through an employer?s perspective.

Background: Diversified companies, for example audit firms, sometimes offer different kinds of products and services. Different key success factors can in the same company thereby evolve. Goal congruence has to be achieved in the business divisions as well as in the company as a whole even though each business segment might have to focus on different factors. Purpose: The purpose is to analyze if differences in technology and culture between the business divisions in diversified companies motivate a differentiated reward system. Method: The study has a case study approach.

Ett varumärke är bra för kunden på många olika sätt, först och främst så talar varumärket om ursprunget eller tillverkaren av produkten eller tjänsten, men det allra viktigaste som varumärket gör för kunden är att det ger kunden särskild mening och någonting som kunden förhoppningsvis kan identifiera sig med. Om kunden har information om varumärket så behöver han/hon inte leta så mycketefter information om varumärket vilket är bra ur ett ekonomiskt perspektiv då sökkostnaden blir låg.Vårt syfte med den här uppsatsen är att få en inblick i hur ett företag arbetar med att minska luckan mellan Brand Promise och Brand Delivery. Vi ville jobba mot ett lokalt företag eftersom vi är från området båda två och eftersom GavleNet har en aktuell och intressant produkt så valde vi arbeta mot dem. Vi har utfört muntliga och skriftliga intervjuer för att samla in data och även använt oss av relevant litteratur samt sökt i databaser och även på andra sätt utnyttjat Internet. Vi valde att arbeta utifrån en modell som heter ?Brand Relation Management Model?, den består av åtta faser: vision, kultur, identifiering, fastställa, arkitektur, engagera, kapitalisera och mätning.