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Relevant bibliographies by topics / Artist branding and storytelling / Dissertations / Theses

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Dissertations / Theses on the topic 'Artist branding and storytelling'

Author: Grafiati

Published: 25 November 2024

Last updated: 31 July 2025

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1

Golshiripour, Esfahani Mohsen. "An exploration of artists’ and consumers’ online art storytelling: A narrative transportation theory perspective." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2024. https://ro.ecu.edu.au/theses/2842.

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The art industry has undergone a tremendous transformation due to the rapid growth of online marketplaces. This change has provided artists with unprecedented opportunity to reach a global audience. However, it has also presented obstacles in forming meaningful connections with potential customers. Through the lens of Narrative Transportation Theory (NTT), this study examines the characteristics of artists’ storytelling and the interpretation of such narratives by online art market consumers. The main objective is to investigate the types of storytelling techniques evident in narratives create

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Lund, Niels Frederik. "Social media storytelling alliances and destination branding." Thesis, University of Surrey, 2018. http://epubs.surrey.ac.uk/846327/.

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The emergence of social media necessitates a fundamental rethink of marketing practises as brands are now co-created with social media users. Destination management organisations (DMOs) therefore need to develop new social media strategies. This thesis suggests that DMOs ought to strengthen their storytelling capabilities as it is an essential tool in increasing social media engagement. A conceptual framework is therefore developed drawing on four particular sociological concepts: storytelling, mobilities, performance and performativity. Based on Foucauldian thinking, they are conceptualised a

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Gonçalves, Rita Maria Pinto do Souto Pinto. "Storytelling in corporate branding : application to a McDonald's Portugal Digital Platform." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10202.

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Mestrado em Marketing<br>Esta tese é uma reflexão teórica e prática sobre a presença do storytelling na comunicação corporativa, numa perspectiva que compreende a semiótica e a narratologia num contexto de comunicação estratégica de marketing. Analisamos a junção entre os conceitos de storytelling corporativo, storytelling da marca, storytelling do consumidor e storytelling digital, uma vez que todos se reúnem num diálogo da marca, entre a empresa e o consumidor. O estudo exploratório assentou na nova plataforma da McDonald's "Histórias com M" e foi conduzido de forma a aferir a presença de um

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Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.

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Larsson, Joakim, and David Arkhult. "Authenticity : And its role within the branding of an artist." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15540.

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Problem: One of the most important parts in making an artist succeed is to brand him/her in the most suitable way possible. There is often a general consensus among people in the music business that it is important for an artist to be authentic. Definitions on the word authenticity are often vague, subjective and differs depending on whom you ask. It is therefore hard for employees in the music business to use authenticity as a tool in their branding strategy, because they cannot measure authenticity in numbers. It also becomes hard to find out how important it is for an artist to be authentic

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Amini, Vida. "Music Branding : Varumärkens kommunicerande toner." Thesis, Stockholms universitet, Institutionen för mediestudier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104629.

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Denna uppsats grundar sig i kommunikationens värld där det konstant byggs nya varianter av kommunikationsmedel. Music branding är ett kommunikationsmedel med musik som sitt verktyg. Med sin emotionella kraft används music branding av företag för att marknadsföra och bilda varumärken. Syftet med denna uppsats är att ta reda på vad music branding innebär, och hur musik kan bära budskap för varumärkesprofilering. För att ta reda på innebörden av musik som ett kommunikationsverktyg har musikartister blivit uppsatsens andra stora ämne, vilket flyter samman med music branding proce

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Bylund, Jonas, Andreas Enqvist, and Björn Ögren. "Design genom storytelling." Thesis, Konstfack, Industridesign, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:konstfack:diva-863.

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Vår övertygelse är att en av de viktigaste budbärarna för ett företags identitet är produkterna och att ett långsiktigt varumärkesbyggande sker genom att knyta emotionella band mellan konsumenterna och varumärket. Detta handlar främst om vad konsumenten upplever när produkterna används. Vår målsättning var att bättre kunna förstå helheten runt användarupplevelsen och branding och därigenom skapa bättre verktyg för detta i vår designprocess. Målet var att komma fram till slutsatser kring hur vi som designer kan angripa dessa frågor på ett kreativt sätt. En stor del av vårt arbete har behandlat

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8

Estrada, de Isolbi Ana Paula. "Documenting Life Stories through Artist Books." Thesis, Griffith University, 2019. http://hdl.handle.net/10072/386567.

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I was there (vol. I and II) is a set of two limited-edition artist books that portrays and tells the life stories of Kevin and Esta, two unrelated older individuals who live close to my home. I was there translates my conversations with them into a material form through an unconventional combination of text, image, the blank space of the page, and the book structure itself. The tasks involved in the production of the artist books expanded to include photography, audio and video recordings, transcription, designing, printing and publishing. Accompanying the artworks, this exegesis reflects a cr

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Alsing, Camilla, and Åsa Bergman. "Storytelling som marknadsföringsverktyg : en studie om användandet av storytelling inom hotellbranchen." Thesis, Gotland University, Department of Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-116.

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<p>Dagens samhälle brukar betecknas som en upplevelseindustri där kundens drömmar, fantasier och upplevelser står i fokus. I flertalet turism- och resetidningar syns reportage där unika koncept ökat för att uppfylla den efterfrågan som råder på upplevelser. Idag krävs något utöver det vanliga för att utmärka sig på marknaden och de senaste tio åren har begreppet storytelling intagit folks medvetande och beskrivs som ett effektivt marknadsföringsverktyg, vilket handlar om att berätta en historia kring sin verksamhet. Då konkurrensen ständigt hårdnar är det viktigt att hitta en speciell inriktni

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Monteiro, Vanessa Alves Silva. "Storytelling nas marcas de moda : comunicação e criação de valor." Master's thesis, Universidade da Beira Interior, 2013. http://hdl.handle.net/10400.6/1722.

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Esta dissertação procura relacionar o património do storytelling e as vantagens que este pode trazer para a gestão das marcas de moda. Apesar da influência que estas marcas têm na vida contemporânea, existe uma crise de valores relacionada com a indústria, motivo que levou este estudo a relacionar o storytelling com a estratégia de branding das marcas de moda. O Homem sendo compreendido como uma espécie social e cultural que resistiu por milhares de anos através da transmissão das suas experiências e conhecimentos, criou uma característica de diferenciação face às demais espécies da Terra, as

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Biro, Angeliqa, Maria Pettersson, and Sanna Wettergren. "“Sense the band, Feel the artist” : En studie om differentiering av artister online med hjälp av sensory branding." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-40386.

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Syfte Uppsatsens syfte är att genom en analys av dagens digitala marknadsföring av artister i Sverige få fram olika strategier som kan leda till differentiering online, samt få vidare förståelse om hur artister aktivt kan arbeta med strategierna online för att förstärka helhetsupplevelsen av varumärket och hur fansen upplever det digitala arbetet. Metod Denna uppsats är genomförd utifrån en kombination av kvalitativ och kvantitativ metod och har en abduktiv ansats. Vi har samlat in det empiriska materialet via kvalitativa intervjuer med utvalda personer från olika delar av musikbranschen för a

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Pykälistö, Jonathan, and Alexander Fahlstad. "Branding strategy through storytelling in marketing : The other side of the story." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43829.

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Background - What a company wants to communicate is today more correlated to their core values and within storytelling it is no exception. Storytelling is the art of using a story in focus in televised commercials and the products are used in the peripheral. Storytelling in televised commercials can create positive association and experience towards the brand and therefore increase the value. A pre-study was done to find suitable brands to continue the study with. The selected brands were Volvo Cars, IKEA and H&M since they were seen to be using storytelling and were high-valued brands in

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Hållén, Mikaela, and Emilia Klang. "Livet som ett varumärke : En studie kring det personliga varumärket och synen på att vara sin egen marknadsförare." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24331.

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This study deals with branding at an individual level and aims to explore what a personal brand means, what benefits that’s obtained by actively working with a personal brand, as well as the strategies and methods used in the development of it. It has also meant a restriction in choice of interviewees made to informants who are familiar with and active in the personal branding process in their daily life. The essay is based on a qualitative research approach; six people working in various occupations were interviewed by a desire to generate information from different perspectives. The result s

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Jonason, Oscar, Richard Dyvelås, and Olsson Hannes Bolin. "Corporate storytellings påverkan på ett företags employee brand : En kvalitativ fallstudie av hur företag kan påverka anställdas engagemang." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35511.

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Abstract A 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 i

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Bengtsson, Sandra, and Elena Zanders. "Storytelling och varumärkesuppbyggande - Ett perfekt partnerskap?" Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5085.

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<p><strong>Problemformulering:</strong> Vilken betydelse har marknadsföringsinriktad corporate storytelling för varumärkesuppbyggande i företag inom den svenska textil och konfektionsbranschen?</p><p><strong>Syfte:</strong> Uppsatsens syfte är att förklara vilken betydelse marknadsföringsinriktad storytelling kan ha vid varumärkesuppbyggande för företag inom textil och konfektionsbranschen. Syftet är att förklara hur storytelling, som ett verktyg, kan användas för att bygga ett starkt varumärke hos företag samt ge branschspecifika rekommendationer för hur storytelling kan användas effektivt.</

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Landvik, Solvor Pettersen, and Paulina Jansson. "Employer Branding - Ett managementkoncept : En kvalitativ studie om översättning, tillämpning samt kommunikation av konceptet." Thesis, Uppsala universitet, Sociologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-175074.

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Employer Branding är ett managementkoncept vars primära syfte är att attrahera och behålla personal. Nyinstitutionell teori redogör däremot för att organisationers motiv att översätta samt tillämpa ett managementrecept så som Employer Branding är att framstå som socialt legitima och bra arbetsplatser. Studiens syfte är att undersöka hur Employer Branding implementerats vid ett kontor inom Swedbank AB och vad det betyder i praktiken. Med nyinstitutionell teori som referensram kommer studien undersöka hur Swedbank AB har översatt, tillämpat och kommunicerat konceptet. För att besvara syftet har

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Kadembo, Ernest Musungwa. "The narrative/storytelling approach in branding a place : an analytical study of Oldham." Thesis, University of Huddersfield, 2014. http://eprints.hud.ac.uk/id/eprint/23684/.

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The aim of the study was to determine the extent to which the narrative or storytelling approach shapes a brand with a focus on Oldham. The objectives of the study were to ascertain the nature of stories; understand the way stories are told; identify ways places shape their identity; determine the extent to which stories are mirrored in the unfolding re-branding or re-storying of Oldham; compare Oldham’s experience to Bradford; profile perceptions of the Oldham stakeholders; develop an identity matrix for Oldham; formulate a framework for conceptualising the Oldham brand; make recommendations

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Hermansson, Elisabeth, and Jia Na. "How does a company communicate through storytelling? : a study of the storytelling techniques used in two companies." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-12.

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<p>Storytelling, an important part of human communication, is being increasingly used by companies to communicate their values and build trust and connection with employees and customers. A good story can create emotions and feelings among the audience, can simplify and transmit complex messages. In contrast to the conventional informative and lecture-style of communication, which are likely to evoke counter arguments; storytelling is more likely to inspire people to take independent actions. However, storytelling is not flawless. There are downfalls to storytelling, such as stories told from

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Asplund, Felix. "Mikrobryggerier, marknaden och märken : En studie om positionering, branding och storytelling på den svenska bryggerimarknaden." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35364.

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Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest. Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point o

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Delgado, Moscoso Valeria Fernanda. "El uso del storytelling como herramienta dentro del internal branding en la construcción de marca." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653747.

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Los esfuerzos de las marcas por fidelizar y conectar con sus clientes no solo se ven reflejados en la atención al cliente. Se reflejan en la forma en que estas pueden contar historias a través de personajes que empaticen, donde ellos transmiten valores, cultivan sentimientos en los clientes y generan emociones cada vez que tienen contacto. Estos objetivos se construyen a lo largo del tiempo, a través de estrategias de comunicación creativas que los ayudan a generar conexiones más cercanas con sus consumidores. El storytelling, es una herramienta que se utiliza para generar experiencias que ayu

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Bloom, Oskar, and Pontus Liljenberg. "Video Storytelling Advertisement : A quantitative study about the effect consumers’ attitude towards the brand." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76764.

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Background: In order for marketers, brands and companies to be successful in the advertising environment the stress for well developed content and messages is a necessity. To have a competitive advantage it is all about the attention a advertisements gain by the audience and the public eye. Storytelling advertising is a marketing tool that during the past years have been highly recognized due to its effective and powerful ways to make market changes and branding. Stories can mediate various heightened emotions that could trigger and evoke emotional responses with the audience. Since companies

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Larsson, Felicia. "Att producera en extern podcast för ett globalt bolag : Från koncept till slutprodukt." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30310.

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Purpose: This project aims to create and develop an external podcast for IBM Sweden to strengthen the IBM Brand and be an attractive employer on the swedish market. Results: The result of this project is a podcast episode with the focus on careers within IBM, edited in Adobe Audition and published on IBM Box. The concept implements storytelling and the report covers the process from concept development to finished product.

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Sophia, Monié, and Pettersson Emy. "Let us tell you a story... : A study about the understanding of storytelling as a branding tool." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67997.

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Gavin, Emma. "Wonder/Wander: An Exploration of Storytelling, Illustrated Children's Literature, and Narrative Simulation Through Hypertext and the Artist Book Form." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/scripps_theses/340.

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For my Senior project as a Fine Arts Major at Scripps College, I spent the fall semester exploring the history and possibility of the digital and analog artist book form. After going through a number of foundational changes, my project concept was eventually grounded in the form of a web-based hypertext artist book. Based on my pre-existing interest in storytelling and my previous study of mental immersion in possible worlds, I started the process by compiling an artistic representation of what it means to be a young girl discovering the possibilities for creation and empowerment available to

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Ferraro, Tonya. "Letters from an interdisciplinary artist: Illuminating Korean adoptee identity through mentors and metal." ScholarWorks @ UVM, 2014. http://scholarworks.uvm.edu/graddis/5.

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Interdisciplinary integration and practice through meaning making and context can contribute to the reconsideration and revolution of research by supporting narrativesand creating space for public discourse. In researching my heritage as a Korean adoptee, I found that the literature has been predominantly from adoptive parents' perspective,focusing primarily on child and adolescent development. Lacking in the literature is the adult adoptee perspective, and specifically their experiential voices. This interdisciplinary thesis has three major purposes (1) to explore how transracial transnationa

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Sergio, Francesca <1995&gt. "Storytelling in the Luxury Industry: Narratives as a Tool for Experiential Branding - The Case of Christian Dior Couture." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16694.

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A global trend in the luxury industry is to build an entire business around a story. While much has been written about the power of narratives in experiential branding, there is still little empirical evidence in the domain of consumer behaviour. In the era of digitalization, it became essential for luxury companies to set up new marketing strategies in order to communicate experiences through online as well as offline channels. The purpose of this academic paper is to discuss the role of storytelling in the branding strategies adopted in the luxury industry, in a time when digital content has

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Nelson, Ilka Blue. "Storytelling beyond the anthropocene : a quest through the crises of ecocide toward new ecological paradigms." Thesis, Queensland University of Technology, 2013. https://eprints.qut.edu.au/63458/1/Ilka_Nelson_Thesis.pdf.

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This project is a passionate and sometimes enraged thrust toward a biodiverse future. Weaving stories with deep thinking beyond the limits of the anthropocene, I am trying to recall myself in a more-than-human world. Our planet is suffering human induced ecocide which is a global crisis threatening the existence of multiple life forms. The alchemical mix of storytelling and ecological thinking could be part remedy for humanity's adaptation: a transformational mix to re-pattern the crisis into an opportunity and shift anthropocentric structures toward networks of dynamic relationships. Th

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Niklasson, Hanna, and Hanna Tholander. "The stories charities tell : An explorative study on the role of stories in charities' internal branding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202623.

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Charities struggle with scarce marketing and branding resources, as do many non-profits, but nevertheless they need to communicate a trustworthy external brand. A strong internal brand is suggested to enhance the external brand and storytelling is addressed as an established tool for internal branding. As charities seem to have a natural asset of corporate stories, we believe storytelling in terms of internal branding is of great use for the charity sector in order to create strong and competitive brands. The aim of this paper is hence to investigate what role storytelling could have on intern

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Borgström, Ida. "Det personliga varumärket : En fallstudie i hur IF Skadeförsäkring arbetar med sponsring i podcast för att bygga sitt varumärke." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-125978.

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Podcast är ett relativt nytt medium som ständigt ökar. Allt fler företag börjat få upp ögonen för podcast som marknadsföringskanal eftersom de kan nå en viss målgrupp. IF Skadeförsäkring var ett av de första företagen i Sverige att använda podcast som marknadsföringskanal genom ett längre sponsringssamarbete. De har sedan 2013 varit huvudsponsor av Alex och Sigges podcast. Samarbetet mellan IF och journalisterna och författarna Alex Schulman och Sigge Eklund handlar till stor del om att budskapet om IF vävs in i innehållet, med så kallad native advertising, till skillnad från många andra podca

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Tessler, Holly Susan. "Beatles for sale : the role and significance of storytelling in the commercialisation and cultural branding of the Beatles since 1970." Thesis, University of Liverpool, 2009. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.510946.

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The subtitle to this thesis is: 'the role and significance of storytelling in the commercialisation and cultural branding of the Beatles since 1970'. In large part, this idea has been informed by, and evolves from, experiences of the role and significance of storytelling in my own Beatle fandom, as I came to the story of the Beatles before I ever consciously listened to their music. I was 10 years old in 1980, the year of John Lennon's assassination, and I had never heard of the Beatles. I suppose it was seeing endless streams of news reports about the Beatles and John Lennon's death that took

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Green, Salmonson Ebba, and Rasha Karma. "Alumni Branding : En kvalitativ studie om alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86198.

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Syftet med denna studie är att identifiera alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter. Vidare ämnar studien tydliggöra alumners delaktighet i ett universitets varumärkesuppbyggnad. Studiens syfte är även att bidra med ett antal rekommendationer till svenska universitet för hur de på ett gynnsamt sätt kan använda alumner som ett marknadsföringsverktyg till presumtiva studenter. Denna studie baseras på en kvalitativ forskningsmetod med utgångspunkt i en induktiv forskningsansats, utifrån ett organisationsperspektiv. Den empiriska insamlingen består av el

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Fält, Anna. "How To Sell A Product : Solo Folk Singing, Personal Branding and Spiritual Journey." Thesis, Kungl. Musikhögskolan, Institutionen för folkmusik, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kmh:diva-2431.

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In this thesis I ́m trying to to find out whether we need to make our art into a product and I am using myself and my career as an example of a product. I wanted to use the word “product” in a positive way and inspire people to think about music management and personal branding as something they could use as a tool when working with something creative. I ́m writing about my own journey as a folk musician and solo artist and wish to turn something personal into something common and shared. ! I approached my research question “How much of a product would you have to be in order to be a successfu

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Ramini, Emile, and Pontus Johansson. "Content Marketing : varumärkesbyggnad inom modebranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14584.

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Digitaliseringen har öppnat upp hela världen som konkurrensfält för modevarumärken. Alltsåkan det vara ännu svårare att nå fram och väcka intresse på grund av nya digitala kanaler som företag kan använda i sin marknadskommunikation. Trots den stora möjligheten att nå ut tillkunderna, är det fortfarande svårt att synas och skapa engagemang. Det är både en konst och en vetenskap att bygga ett varumärke och det kräver noggrann planering, en kreativ och väl genomförd marknadsföring och ett långsiktigt engagemang. Idag har det blivit något som är avgörande för vilket modernt företag som helst. Ett

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Gwatiringa, Tsitsi. "An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7533.

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Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and a

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Ludvíková, Daniela. "Branding a jeho význam pro primární a sekundární trh s uměním v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205651.

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This masters thesis identifies and analyzes the aspects and specifics of branding of an artist in the art industry, which is relatively different from the branding which we know from the corporate world. The first section defines the theoretical background of the branding and marketing communication with focus on those aspects that are relative to an art and its market specifics. Theoretical definition in combination with the outcome of qualitative research, which was conducted with outperforming contemporary artists and representatives of leading galleries in Czech Republic, helps to outline

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Carvalho, Miguel Nunes. "O recurso ao transmedia storytelling para promoção da imagem de uma empresa de design e criatividade." Master's thesis, Universidade de Aveiro, 2017. http://hdl.handle.net/10773/23403.

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Mestrado em Comunicação e Multimédia<br>Com um mercado cada vez mais saturado a nível de informação e publicidade, é fundamental que as empresas comecem a explorar novos e diferentes meios e métodos para atingir o seu público alvo. Nesse sentido, desenvolveu-se um estudo que teve como finalidade analisar o recurso ao Transmedia Storytelling para promover a imagem de uma empresa de design e criatividade. Numa fase inicial, foi fundamental identificar quais os elementos necessários que este tipo de estratégia deve conter. Numa fase seguinte, foi desenvolvido e lançado um protótipo de uma estrat

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Dallas, Oxana. "Augmented Reality: The Art Of Storytelling Through A Blend Of Digital Photography And Woven Jacquard Structure." Kent State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1523379008522673.

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Broman, Kristofer, and Emil Fransson. "Artisters identitet och image - ett varumärkesperspektiv." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-16875.

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Title: Artists’ identity and image – a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:  Identity and image

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Hellgren, Angelica, and Erik Jespersen. "Yogainstruktör 2.0 : En analys av marknadsföringsstrategier i ett medium." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35130.

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This paper is about our collective fascination for the social medium Instagram, and our lively discussions about why certain images may be more so-called "Liked" than others and why some individuals becomes more successfull on Instagram than others. Thanks to our own daily use of Instagram, the idea was born to study and look at how some individuals build their brand through this social medium. With social media new ways to construct and communicate images have appeared. Artists, celebrities and companies use media as a channel for communication and marketing. In our study, we focus on the use

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Motta, Alfredo Guimarães. "A utilização do marketing de conteúdo e do storytelling como ferramentas para construção de marcas na pós-modernidade." Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/18764.

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Submitted by Marlene Aparecida de Souza Cardozo (mcardozo@pucsp.br) on 2016-08-01T16:11:59Z No. of bitstreams: 1 Alfredo Guimaraes Motta.pdf: 744795 bytes, checksum: 43634ec8c9eace2663e88dc0ed3e943e (MD5)<br>Made available in DSpace on 2016-08-01T16:12:00Z (GMT). No. of bitstreams: 1 Alfredo Guimaraes Motta.pdf: 744795 bytes, checksum: 43634ec8c9eace2663e88dc0ed3e943e (MD5) Previous issue date: 2016-03-14<br>This study has aimed to develop a framework to support the implementation of content marketing and storytelling for the construction of solid brands in a postmodern world. The moti

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NEGRI, ERICA. "OLTRE IL FRANCHISE. TRANSMEDIA STORYTELLING FRA NARRAZIONE E PRATICA DISTRIBUTIVA NELL'ERA DIGITALE DELLA CONVERGENZA." Doctoral thesis, Università Cattolica del Sacro Cuore, 2015. http://hdl.handle.net/10280/6169.

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I processi di digitalizzazione e convergenza hanno avuto un forte impatto sulle modalità di produzione, distribuzione e fruizione dei contenuti audiovisivi. Ma tale impatto non si è limitato ai suddetti ambiti. Fenomeni come il transmedia storytelling, le narrazioni distribuite, l’intertestualità, l’ibridazione delle forme discorsive, l’integrazione di elementi di game-playing all’interno di strutture narrative tradizionalmente lineari, e la crescente rilevanza del world-building all’interno del processo creativo di una storia dimostrano che il cambio di paradigma non sta avvenendo solo a live

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NEGRI, ERICA. "OLTRE IL FRANCHISE. TRANSMEDIA STORYTELLING FRA NARRAZIONE E PRATICA DISTRIBUTIVA NELL'ERA DIGITALE DELLA CONVERGENZA." Doctoral thesis, Università Cattolica del Sacro Cuore, 2015. http://hdl.handle.net/10280/6169.

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I processi di digitalizzazione e convergenza hanno avuto un forte impatto sulle modalità di produzione, distribuzione e fruizione dei contenuti audiovisivi. Ma tale impatto non si è limitato ai suddetti ambiti. Fenomeni come il transmedia storytelling, le narrazioni distribuite, l’intertestualità, l’ibridazione delle forme discorsive, l’integrazione di elementi di game-playing all’interno di strutture narrative tradizionalmente lineari, e la crescente rilevanza del world-building all’interno del processo creativo di una storia dimostrano che il cambio di paradigma non sta avvenendo solo a live

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Wennerhill, Jennie, Agnes Tengelin, and Ekenstam Lovisa af. "Indiska-En studie av Indiskas strategier i riktning mot Fashiontainment." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-19014.

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Consumers seem to become more demanding in their buying behaviour within the fashionmarket. The society refers to individualism, personality and creativity, which affect people’s wayof dressing themselves. Many companies have started to work with aspects that create aconsumer experience to meet the customers’ new demands. Some fashion companies have evenshown a tendency to apply the entertainment industry in their concept, which generates in aphenomenon that can be called fashiontainment. This paper aims to revise the Swedish fashioncompany Indiska. The mission of the company is “We will offer

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Jonsson, Julia, and Sandra Johansson. "En del av någonting större : En kritisk retorisk analys av Polismyndighetens reklamkampanj ”Välkommen till en större uppgift”." Thesis, Jönköping University, HLK, Medie- och kommunikationsvetenskap, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-51959.

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Hur kan offentliga organisationer arbeta med kommunikation för att motivera människor att söka sig till yrken som innebär risker? På en arbetsmarknad där arbetsgivare tävlar om de bästa medarbetarna behöver organisationer förmedla sitt arbetsgivarvarumärke på ett sätt som lockar medarbetare till verksamheten. Trots denna kunskap är det fortfarande få offentliga organisationer som arbetar med att marknadsföra sitt arbetsgivarvarumärke (Parment & Dyhre, 2009, s.53). Det finns i dagsläget begränsad forskning om hur offentliga organisationer kan arbeta med kommunikation för att attrahera medar

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Hill, Amanda. "The Recipe of a Digital Story: An Analysis of the Residency "The Recipe of Me"." Master's thesis, University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5944.

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This paper explores the processes and outcomes of “The Recipe of Me,” a digital storytelling residency whose goals were to foster autonomy and community among disadvantaged youth aged twelve to fifteen living in the Orlando Union Rescue Mission. Using on-site experience and data, I explore the possibilities and advantages digital storytelling offered the students living in this population and consider the challenges of creating digital stories specific to this site. This case study provides a portrait of the residency which outlines the phases, techniques, tools and approaches used to create t

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Aaltonen, Sonja Karoliina. "Loops? from Micro to Macro - in Relation to Subject Formation and World Making." Thesis, Stockholms konstnärliga högskola, Institutionen för dans, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uniarts:diva-948.

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This essay is one part of my Bachelor's degree project, the other part being the work LOOPAR that was premiered in January of 2021 at Stockholm University of the Arts. The text expands and articulates the thinking processes and conversations in relation to the work. The aim of the text is to acknowledge and reflect the thoughts around the work with other people, dancers, and thinkers, and to scrutinize the main questions of the work: How can we think of repetition in relation to subject formation? And how does repetition and looping construct and affect world making? The essay begins by introd

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Westöö, Malin. "Designkoncept i kontorsmiljö : Rumslig gestltning med berättarteknik i fokus." Thesis, Mälardalens högskola, Innovation och produktrealisering, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-34895.

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This is a study about how storytelling can be used in office environments to communicate the corporate culture. The concept corporate storytelling has been questioned by organisations and company’s weather the purpose is to sell products or trademarks. In this study I use ABB as an example of telling a story with help from there corporate culture. To understand the business culture of ABB, workshop, interviews and spatial analysis are used as methods. With the support of literature and the result of the methods used a design proposal has been created. Stories that are built on meaning and narr

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Eriksson, Edward, Mohammed Hindi, and Marcus Michaylov. "”More Than a Feeling” : En kvalitativ studie om hur synkronisering kan stärka en artists varumärke." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-51937.

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Syfte Syftet med denna uppsats är att genom en kvalitativ studie förstå hur artister och dess representanter inom den svenska musikbranschen kan stärka en artist varumärke genom synkronisering av musik, samt vilka aspekter som borde beaktas vid synkroniseringen. Metod Denna uppsats är genomförd med en kvalitativ metod med deduktiv ansats, med vissa inslag av induktiv ansats. Detta metodval blev en självklarthet då samtliga hade ett intresse och ambition att titta närmare på ämnet och gå in på djupet. Genom teorin och litteraturen har vi skapat oss en stabil grund med hjälp av marknadsföringsmä

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Lindén, Sofia. "SAGAN OM DET DIGITALA VARDAGSLIVET - En kvalitativ studie över Telenors tillämpning av narrativitet som strategisk kommunikationsresurs." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162964.

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In the last couple of years, the amount of commercial messages in our society has increased steadily which in turn has made us humans very critical against all kinds of advertising. Brand researcher Douglas B. Holt even claims that this directly threatens brand's trustworthiness. As a backlash and result of this situation, a couple of companies has begun to change the way they communicate to the big audience through the TV or computer screen - so-called native advertising or narrativity. A Swedish company that has been specially noticed for its commercials is Telenor with its campaign “Telenor

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Lazo, Castillo Mauricio Joshua. "Los fashion films como recurso de branded content en el sector de moda peruano: Caso Kuna." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652996.

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La comunicación publicitaria ha ido evolucionando cada vez más a medida que el consumidor también comienza a adecuarse a las nuevas tendencias, convirtiéndose en un usuario con mucha mayor exigencia al momento de buscar satisfacer sus necesidades. Esto implica que la comunicación aplicada por marcas a nivel global también deban situarse en las estrategias de comunicación actuales como el comunicar historias y/o experiencias, de forma atractiva e impactante con el objetivo de mantenerse actualizados con esta evolución del mensaje y seguir enamorando a los usuarios. Así, implementan herramienta

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