Today, branding is not a phenomenon but rather a prerequisite for a brand to be able to both survive and grow stronger. During the last couple of years, personal branding has come to be an established term, just like corporate branding. With the growth of the social media and the thousands of ways to interact with each other personal brands face great competition. It is more difficult than ever to maintain a strong brand, partly because of this. There are several growth options for brands.

Brands are the instruments corporates use to create and communicate brands reputation. Within the different industries for consumer products intangible assets such as brands are known to have great importance for corporate prosperities. When consumers experiences a specific brand symbolizes best possible value for money, the corporate behind it has managed to create a unique competitive advantage that should be to its full potential. Strong brands can pose the difference between winning or loosing on the market. Due to this brands should be considered as cost-effective instruments since they help create financial advantages such as consumer loyalty.

Organisationer har olika strategier för särskiljning och konkurrenskraft där kultur, arv och tradition tillämpas på olika sätt för att profilera sig både mot kunder och medarbetare. Företag vilka bygger och anspelar på lokal tradition återfinns inom de flesta sektorer, dock har få studier gjorts på medarbetarens upplevelse av tradition inom en organisation. Kunskapsluckan i traditionens betydelse för medarbetare inom samtida organisationer är således av vikt att studera. Vi vill genom denna undersökning förstå hur medarbetaren upplever en eventuell anspelning på lokal tradition inom en organisation. Undersökningen av sambandet mellan lokal tradition och medarbetaren ska bidra till ökad insikt om huruvida lokal tradition har aktualitet och betydelse för en organisationsmedlem.

PURPOSE: To investigate to what extent product brand positioning models can be used to analyzecorporate brand positioning;METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarilyinductive research design. The research strategy is defined as qualitative, while the method of ethnographiccontent analysis is implemented to analyze primary data;THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus;EMPIRICAL DATA: Ethnographic content analysis of brand commercials;CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexistin corporate environments. One of key insights of this study shows that product brand positioning(PBP) and corporate brand positioning (CBP) processes can also co-exist in the same corporate environment.Moreover, PBs can be built based on the CB, making the investment in CB a long term return on investment.The study also observes that PBP messages include the ?against whom? attribute, highlighting differentiationin the competitive environment; when on the corporate level, this evolves, and in some cases becomes quitethe contrary, when the concept of ?from whom? or ?by whom? is stressed more than the differentiation amongother CBs in the competitive environment. This stresses the importance of including brand identity elementsin CBP..

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 purpose with this essay was to examine and bring a deeper comprehension about brands as a phenomenon. We also wanted to study if strong brands could develop in to strategic competition means and by that expand their market range. To do this we used a qualitative method. We started by gathering a theoretical basis. This gave us a platform, which helped us learn more about the subject, brands.

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 purpose of this study is to understand and get increased knowledge about what it means to see artists as brands. What are the typical assets and what kind of advantages and disadvantages are distinctive when it comes to applying a brand perspective on artists. Brands are an important part of our lives today, and the benefit of seeing a company as a brand has made that not only big companies are interested in building brands. Beyond companies even persons now want to become brands. The new perspective in seeing persons as brands is interesting and something that made us curious to investigate.

The strategy when you change the visual part of the brand identity is often referred to as Corporate rebranding and is seen as a good way to show that a company has undergone a change. Despite high risks and high costs, this strategy has become more common and there are companies today who make the choice to change an already well-known graphic profile. This phenomenon is what underlies this essay?s problem statement: Why does a company with an already well-known graphic profile choose to change it and how does the process behind the change occur? In what way have the company?s customers recognized the change and how has the company?s image changed in this context? The purpose of this essay is therefore to explore the process that occurs when a company in the sport and fashion industry changes its visual identity and to explore how the company?s customers have perceived the change.To fulfil the purpose of the essay a case study was carried out on a company?s Corporate rebranding process. The company that was chosen was the Swedish sports retail chain Stadium Sweden AB who decided to change its graphic profile even though their logo was one of the two most recognized in their field.

Corporate Citizenship, Corporate Social Responsibility, socialt ansvarstagande, hållbarhet.

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

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?.

AbstractA useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees.PurposeThe purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding.MethodologyThe authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees.ConclusionThe conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it?s easier for the employees to understand.