Intangible and tangible heritage

‘Intangible and tangible heritage – a topology of culture in contexts of faith’ presents a conceptual framework which could enable heritage professionals to approach cul-tural heritage in a more holistic understanding. My work emphasizes opportunities for a re-combination – in conceptual and practical terms – of two recently divided heritage typologies: the so-called ‘intangible’ and ‘tangible’ heritage. In arguing that the above division cannot be maintained when observing the dynamic construction and re-affirmation processes of heritage and identity, and further, that this division is a risk to the preservation of the heritage of humankind, I will emphasize that it is important to halt and redirect the progressing divergence of the two fields. This is particularly necessary in the context of UNESCO, which is the driving force behind this conceptual separation. rnTo achieve a conceptual recombination I propose to approach heritage by means of topologies instead of typologies. In topological analysis the researcher’s focus shifts from heritage expressions towards ideas or concepts of heritage, which are defined as logos localised in place, topos, and are proposed to be analysed by means of semiotic phenomenology. Finally, I describe the findings of a topological analysis conducted for a particular heritage concept: the Umayyad Mosque in Damascus.

Brand formative design - development and assessment of product design from a future, brand and consumer perspective

With this dissertation research we investigate intersections between design and marketing and in this respect, which factors do contribute that a product design becomes brand formative. We have developed a Brand Formative Design (BFD) framework, which investigates individual design features in a holistic, comparable, brand relevant, and consumer specific context. We discuss what kinds of characteristics contribute to BFD but also illuminate how they should be applied and examine: rnA holistic framework leading to Brand Formative Design. Identification and assessment of BFD Drivers. The dissection of products into three Distinctive Design Levels. The detection of surprising design preferences. The appropriate degree of scheme deviation with evolutionary design. Simulated BFD development processes with three different products and the integration of consumers. Future oriented objectification, comparability and assessment of design. Recommendations for the management of design in a brand specific context. Design is a product feature, which contributes significantly to the success of products. However, the development of new design contains challenges. Design can hardly be objectified; many people have an opinion concerning the attractiveness of new products but cannot formulate their future preferences. Product design is widely developed based on intuition, which can be difficult for the management of design. Here the concept of Brand Formative Design can provide a framework which contributes to structure, objectify, develop and assess new evolutionary design in brand and future relevant contexts, but also integrates consumers and their preferences without restricting creativity too much.