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Full-Text Articles in Business
Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova
Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova
Honors Thesis
The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in …
Brand Expansion Vs. Strong Consumer Relationships, Julia Da Motta, Mitchell Hamilton
Brand Expansion Vs. Strong Consumer Relationships, Julia Da Motta, Mitchell Hamilton
Honors Thesis
Brand transgressions are defined as violations of the norms defined by the relationship between the brand and its consumers. In other words, it is when a brand takes an action that goes against what they promised their consumers, or what the consumers expected, based on the repeated interactions between the brand and the consumers. When brands are highly adopted by a very specific group of consumers, these controversial actions might give these consumers the idea that the brand is “cheating” on them, moving away from them and going against the image and personality that the brand has worked so hard …
Exploring The Meaning Of Luxury To Gen Z, Lauren Mabuni
Exploring The Meaning Of Luxury To Gen Z, Lauren Mabuni
Honors Thesis
In an age when marketers are spending five times more to reach Millennials than all other demographics combined (Swant 2015), Generation Z, Millennials’ entrepreneurial and diverse younger siblings born from the mid-1990’s to 2010’s, are quietly becoming one of the of the most powerful consumer segments in the U.S. and around the world. Despite the fact that most brands are still clamoring for their piece of the Millennial pie, Generation Z is already influencing a staggering $829 billion in household spending in the U.S. alone (IBM 2017). Diverse, ambitious and predicted to account for 40% of the population in key …