No description available.

No description available.

No description available.

No description available.

No description available.

No description available.

Hugo Ernesto López (México). El Comunicólogo de Tik Tok / Cómo llevar tu comunicación personal eficientemente generando branding personal

This thesis undertakes an examination of the branding and sponsorship practices of the Vic Firth Drumstick Company, and explores some of the ways that percussion music broadly, and percussionists specifically, may be impacted by the Vic Firth Company’s strategic marketing and sponsorship efforts. The thesis investigates some of the specific methods Vic Firth uses to interact with percussionists and consumers, presenting the methods and the motivations behind them as compatible with neoliberal economic ideas and policies. Vic Firth’s branding strategies reflect myriad economic factors facing individual percussionists; emphasis on personal branding and artistic authenticity, the necessity of entrepreneurial skills to create economic viability, and the desire for personal connection, networking, and alliance with other percussionists are all part of the zeitgeist the company is attempting to tap into. By examining some of the specific ways Vic Firth crafts and curates their brand, including the creation of signature sticks and mallets, a tiered sponsorship program, aggressive media production, and direct marketing to percussionists through social media, I bring into focus the scope of Vic Firth’s brand and its potential effects on the larger percussive and musical landscape.

This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with brands. Overall, this work builds a theoretical foundation for this phenomenon, contributing to literature involving the role of brands within subcultures, the process and effects of non-target market adoption, and gives consideration to uninvited co-creation behavior. Furthermore these studies gives insight for firms which encounter this unexpected consumption behavior, providing understanding that can help inform strategic response. / Business Administration/Marketing

In this dynamic digital landscape, the marriage of motion design and branding has emerged as a powerful tool for businesses looking to captivate and connect with their audiences. Motion design, with its ability to breathe life into static visuals through animation, sound, and interactivity, has become an integral component of modern branding strategies. This paper delves into the author’s approach on creating relationships between a brand and consumer through motion design, exploring techniques used by the industry leaders and implementing them on a creative project.