The purpose of this master?s thesis is to examine the use of the concept cultural heritage in Swedish governmental cultural policy. Ten official reports, reaching over a time period of seven years (1997-2004) are examined in the following way: What is cultural heritage? What functions/ values does the cultural heritage have? Whose heritage is a cultural heritage? With some simplification you can say that there are two different views on cultural heritage in the documents. The most common way to refer to cultural heritage is a category of chosen historical objects whose preservation is motivated by their function as sources of information and knowledge about the history and development of the Swedish society.

This paper examines the concept of heritage and which factors that determines how we evaluate and select what should be considered cultural heritage. This has been examined using a qualitative study involving interviews with seven people working within different parts of the cultural heritage sector. The purpose was to get a picture of what the public sector?s cultural heritage consists of and why so. The research question was: What gives the status of cultural heritage? This was examined by looking at further questions: What defines the concept of cultural heritage? Who decides what should be considered cultural heritage? What is significant when discussing cultural heritage? One conclusion is that the concept itself is experienced as diffuse but that the meaning can be summarized as the traces we leave behind to be preserved by future generations.

The authors study the effects of brand salience on how consumers form brand attitudes and how consumers value the importance of various brand attributes. The study was conducted through two separate tests, the one focusing on the link between brand salience and brand attitudes and the other focusing on the link between brand salience and evaluations of attribute importance. Both tests measured brand salience as the ease with which brands are recalled by respondents who have been cued with a specific product category. The results show that brand salience has direct effects on both brand attitudes and the evaluation of attribute importance. As brands are recalled, high brand salience for a brand creates a more positive attitude towards that brand in the mind of the consumer.

This graduate essay treats how the cultural heritage of Gothenburg is mediated in different respect.The various sources that have been studied are literary such as guidebooks and books that tell thehistory of Gothenburg. Internet pages and citywalks have also been studied, as well as theinformation the visitor can extract in the area.The introduction presents the subject of the essay, as well as its significance. In the second chapter isthe mediation of the history behind cultural heritage as well as its present interpretation described.Therefore, in chapter three, is a short version of the history of Gothenburg described. The main partof the essay, the main examination, is treated in chapter four where literary sources, citywalks andsigns in the area are examined. Chapter four ends with a suggestion of how the cultural heritage inVästra Nordstaden could in a better way be mediated to residents and visitors in Gothenburg.The results and concluding discussion in chapter five reflects on what was represented in chapterfour.

The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

This thesis examines the possible beneficial effects of a temporary cooperation between a national brand and a private brand. The main hypothesis suggests that if a national brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private brand. The national brand should through such a brand alliance be able to borrow some of the flexible characteristics that a private brand possesses to increase its associations with the new category. The survey consisted of 800 questionnaires with different cooperations between a private brand (ICA) and two national brands (Tropicana and Bravo). These were handed out to students in the universities of Stockholm.

Uppsats för avläggande av filosofie kandidatexamen iKulturvård, Bebyggelseantikvariskt program15 hpInstitutionen för kulturvårdGöteborgs universitet2011:33.

Berättelser har sedan urminnes tider fängslat och fascinerat människor men idag är berättelsen inte bara ett sätt att förmedla sagor och fabler utan sker även inom företag och organisationer. Kraften i berättelser har under de senaste decennierna börjat användas inom företagsvärlden för att förmedla berättelser om företag och varumärken. Detta sätt att använda berättelser har kommit att kallas storytelling och är en populär strategi inom marknadsföring idag. Storytelling har blivit ett allt viktigare inslag i marknadsföring hos företag inom livsmedelsbranschen då konkurrensen från inhemska och utländska varumärken har ökat i samband med Sveriges inträde i EU. Syftet med uppsatsen är att ur ett företagsperspektiv undersöka hur företag använder storytelling i sin marknadsföring för att stärka sitt varumärke.

This thesis was created in an attempt to examine the concept of cultural heritage. What is cultural heritage to us and why do we treat it in the different ways we do? In my attempt to find an answer to this I have chosen to concentrate my interest on a situation where historical objects have been preserved as well as destroyed, Iraq 2003 until 2007. In my research I have divided the Iraqi cultural heritage in three different groups based on the different treatments they where exposed to during the occupation of Bagdad and the aftermath. For each group I have chosen one object or a category of objects to be a representative examined.

For some time now, there has been a debate concerning the relationship between the Cultural Heritage of Sweden and the public. It is said that mediation has been, and still is a, one-waydialog between the two. As a result, people have found a new way to interact with our heritage, thru cultural tourism. This area has been blamed for commercializing our CulturalHeritage, but also ignoring the great problems concerning fragile monuments and sites, which can be destroyed by tourism. Is it possible to find a solution regarding these problems, andcan these two areas benefit from each other?.

This dissertation is a case study on the Co-branding between Prada and LG, ?The Prada phone by LG?. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company?s brand. The research questions are: ?What effects can a Co-branding have on a company?s Brand Equity?? and ?How can these effects be measured??.

This essay examines the debate that arose in connection to the sale of Carl Larsson?s monumental painting Midvinterblot in 1987. My main purpose is to examine which meanings the debaters ascribed Midvinterblot and in which way the debate influenced the paintings significance as cultural heritage. I will therefore argue that the debate initiated a renegotitation of the paintings meaning as cultural heritage. In the debate the debaters emphasized the National Museum?s responsibility over cultural heritage, Midvinterblots aestethic, the paintings economic value and its national implications.

This critical examination of the concept of cultural heritage is based on an overall phenomenological approach, with focus on Alfred Schütz?s further development of Edmund Husserl?s idea of the lifeworld. With strong emphasis on the subjective and intersubjective dimensions, the concept of cultural heritage is contextualized, analysed and criticized from different aspects for the purpose of enriching the discourse of cultural heritage.A literature based methodology is used, including a hermeneutic analysis of theoretical texts in the field of cultural heritage studies and the new Swedish Culture Environmental Law (?Kulturmiljölagen?) and related bills. Qualitative interviews deal with people?s notions about the concepts of culture, cultural heritage and intangible cultural heritage.

Uppsats för avläggande av filosofie kandidatexamen iKulturvård, Bebyggelseantikvariskt program15 hpInstitutionen för kulturvårdGöteborgs universitet2013:4.

This paper examines the relationship between the experienced quality in the offering of a brand, emotional attachment and consumer commitment. The study aim to explore several dimensions of the experienced quality in the offering of a brand. Further we examine two conceptualizations of emotional attachment - Brand Attachment and Brand Love - and intend to declare the two of being two separate phenomena. We then conduct a relationship-based analysis wherein the mediating ability of Brand Attachment and Brand Love, between the experienced quality in the offering of a brand and consumer commitment, is examined. Therefore we conduct a focused quantitative study, wherein 171 customers of the fashion retailer H&M have responded to a comprehensive survey both online and in-store, to examine this fun-damental relationship and its components.