Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Contemporary brand strategy creation and portrayal of a music artist on social media: A management perspective
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The technological advancements in the web 2.0 era have been argued to have had a great impact on creating brand strategy and conducting communication. The music industry is categorized as a high interactivity industry, thus the interaction between marketing practitioners and consumersis high in its nature. Though, as consumers are empowered to either engage with or ignore marketing campaigns, the importance is argued for developing a deeper relationship between the brand and the consumer. Thus, how to strategically create the brand to reach the target audience has become the challenge. Once managed to establish the brand with a congruity, leveraging the marketing communication can set the foundation for retaining and establish relationships with the consumers. Therefore, the purpose of this thesis is to provide a deeper understanding on how brand strategy is created in the beginning of an artist’s career and how the brand is communicated in the online environment. From this, one research question was proposed;

How do managers create brand strategies as a foundation for the portrayal of an artist’s brand on social media?

This thesis has both a descriptive and exploratory nature with aqualitative and deductive approach. The strategy chosen for this study was a casestudy conducted with managers in the context of actively handling brand strategy creation and communication on social media. The collection of data was through interviews with managers from respectable companies within the music industry. The respondents chosen was based on a judgmental sampling, thus selected on the basis of their experiences and insights in an artist’s brand.

The data suggests in correlation with theory, that the aim with the strategy takes the direction towards creating a foundation for a bond between the brand and the consumer in a consumer-brand relationship. Expressed in the findings, two perspectives exist when creating strategy and how each further affects what managerial decisions of the brand are based on namely; brand as a person or brand as a product. These two perspectives are each described as separate aspects in the initial stage of the creation of brand strategy. Though, in a longterm it was expressed that both perspectives are equally important to consider regardless of the initial focus to managed the discussed relationship.

Place, publisher, year, edition, pages
2017. , p. 62
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-67094OAI: oai:DiVA.org:ltu-67094DiVA, id: diva2:1168510
Educational program
Business Administration, master's level (120 credits)
Supervisors
Examiners
Available from: 2017-12-21 Created: 2017-12-20 Last updated: 2017-12-21Bibliographically approved

Open Access in DiVA

fulltext(1894 kB)72 downloads
File information
File name FULLTEXT01.pdfFile size 1894 kBChecksum SHA-512
51c0aec4a739f74a86312551f4f7e5490380f881f59bcf43f8987005b91098b5fd683ac97d55385b8482c5ff2a431831d93b99726d25da06c8a2aadf9abc3397
Type fulltextMimetype application/pdf

By organisation
Department of Business Administration, Technology and Social Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 72 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 226 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf