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URN etd-0907110-131523
Author Mna-na Tsao
Author's Email Address m951040806@student.nsysu.edu.tw
Statistics This thesis had been viewed 5338 times. Download 1869 times.
Department Theatre Arts
Year 2010
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on the Individual Brand-Building Strategies for Performance Artists of Dance
Date of Defense 2010-08-26
Page Count 208
Keyword
  • dance artist
  • performing art
  • brand
  • individual brand
  • Abstract With the trend of globalization, the Creative industry has become a useful tool to compete in the global market. Fine performing art is definitely included, and dance artists play an important role in this field. A successful individual brand can prosper the dance industry and help dance artists stand out in fierce competition, even in the future when the agency system has a mature market mechanism. The researcher strives to delve into the necessities for the individual brand-building of dance performance artists, and further draws up “The Framework of Individual Brand-building of Dance Performance Artists” based on Aaker’s “Brand Identity Planning Model,” McNally & Speak’s “The Inner and Outer Facet of Individual Brand” and Kaputa’s “Key Elements of Celebrity Brand-building,” in order to concoct suitable strategies. The research applies literature review, case study and interview techniques to collect niches and factors for the initial strategy framework. Furthermore, the way of evaluation applies Modified Delphi method with an aim to re-fortify reliability, validity and objectivity of the study. Finally, totally 4 main strategies and 14 secondary strategies are presented in the research result. The main strategies are as follows: (1) Analyze the artist personality, work image and the style of body expression, in order to grasp strength and overcome weakness in the process of building individual brands. (2) Build individual brand identity through unique choreography style and consistent characteristic; meanwhile, increase brand awareness through award acquisition. (3) Actively promote differential personal traits to strengthen image competitiveness. (4) Expand the global market and, with perceived quality, maintain long-term brand loyalty among customers; furthermore, achieve more benefits with the individual brand.
    Advisory Committee
  • Hong-Hui Lu - chair
  • Hong-Chin Hsiao - co-chair
  • Wan-Long Hong - advisor
  • Files
  • etd-0907110-131523.pdf
  • indicate access worldwide
    Date of Submission 2010-09-07

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