Matching Items (240)

Bienvenidos a México: Breaking Down Borders of the NBA

Description

While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to

While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.

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Date Created
  • 2019-05

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It’s More Than Music To Us: An Enhanced Approach to Music Festivals

Description

In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social

In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social events that have to power to bring people together for a ritualistic experience providing a meaningful awakening for each individual attendee. Peoples identity can be validated in the affirmative social negotiation and a safe environment - just so at a music festival. The ritual that exists at festivals through the actions attendees make all combine into an incomparable experience aiding them in their own personal growth and their connection to others and their surroundings. With the support of survey data on music festivals, the best changes to festival production would be the implementation of more purposeful activities to contribute to the ritual and meaning for attendees, as well as marketing content which showcases the elements of community, art and music, rather than the regular sales pitch. This shift of marketing content would set a positive tone for the given music festival, which is crucial in ensuring attendees arrive with good intentions and have that transformative experience to expand themselves and feel connected.

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Agent

Created

Date Created
  • 2019-05

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How Low Conditional vs. High Conditional Rewards Influence Consumer-Brand Connection

Description

While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as

While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.

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Agent

Created

Date Created
  • 2018-05

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Monetizing Fandom: A Look into the Future of Sports and Sponsorship

Description

Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move

Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as the league, must walk a line and make sure they are not seen as selling out for more revenue. Even though one of the reasons for allowing teams to sell space on jerseys is for revenue generation, it is also meant to help the NBA increase its exposure and become a global brand that is accepting to corporate investment. To understand how this will play out in the NBA, this report will look at the history of jersey sponsorship in Europe and the United States. Studying how jersey sponsorships have affected fans, teams, and leagues in the past will allow for a better understanding of the new jersey sponsorship market that the NBA is creating. Having a complete grasp on how jersey sponsorship markets in Europe and the U.S. will allow for better predictions on how the market for a major U.S. league will be. As of April 21, 2017, six teams have agreed to deals that involve a corporate sponsor patch on the team jerseys. These teams are from a variety of different markets and have varying level of recent and historical success. This small sample of teams with current deals can be compared to the early deals in other leagues. Some trends can be identified within the current deals based on the monetary investment certain teams are receiving from brands. The partnerships also all have other components to them as well as good brand alignment between the team and the sponsor. To value the remaining 24 teams, a formula was produced that would consider the team's current exposure in the marketplace. Through studying the history of other jersey sponsorship markets, a team's exposure is very important to brands and can allow a team to command a larger dollar amount. A formula was derived to relatively determine the value each team from the point of view of a brand mulling the decision to purchase an NBA jersey patch. Understanding the value of exposure to brands, the formula consisted of five variables that fully encompass how a team gains and maintains its exposure. A survey was also conducted in order to understand the fan in the local area. Our survey sample consisted of students of the W.P. Carey School of Business at Arizona State University. In this survey, we could understand how students felt about certain brands and whether a partnership involving their favorite team could sway their purchase intentions. The survey gave an inside look on some NBA fans and how they feel towards corporate partnerships with teams.

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Agent

Created

Date Created
  • 2017-05

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Growth Hacking Within the Setting of a Fortune 500 Company

Description

In the startup community, growth hacking tactics are often a key to massive growth in a short amount of time. This is vital in a community where innovation consistently outpaces

In the startup community, growth hacking tactics are often a key to massive growth in a short amount of time. This is vital in a community where innovation consistently outpaces development, funding runs out fast and products are easily scalable. In this rush to get users, startup companies are finding ways to scale quickly and efficiently, leaving bigger companies unable to keep pace. This thesis examines how Fortune 500 companies can utilize growth hacking in order to mimic the successes found by startups using these techniques. When large companies implement growth hacking tactics, there are two primary models they can follow. The first is an acquisition model, where companies acquire a startup that has already implemented growth hacking tactics successfully. In this model, the startup, despite being acquired, remains autonomous from the core company and is largely allowed to continue in its efforts to grow without the strain and rules of corporate culture. The second model is an internal implementation model. In this model, the company attempts to create an "internal startup" that lives within the parameters of the company's culture and rules. The company then tries to discover and implement the best-suited growth hacking tactics themselves. At the moment, there are several instances of Fortune 500 companies implementing both models. It is important that companies experiment in implementing these tactics as one way to stay relevant and keep up with the ever changing and innovating market. In this thesis, I will attempt to implement growth hacking through MakerSource, an internal project started by Avnet, Inc. I will compare the results of the growth hacking tactics implemented within MakerSource with those implemented by Hackster.io, a startup recently acquired by Avnet, Inc. In each program a variety of push, pull and product tactics were to be implemented. While Hackster.io achieved success with their growth hacking following the acquisition model, MakerSource, following the internal implementation model saw less success.

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Agent

Created

Date Created
  • 2017-12

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Cook, Post, Repeat: Understanding Social Media Influencers One Dish at a Time

Description

The consumer decision making process is becoming less complicated, as consumers are turning more and more to social media and peers for reviews and suggestions of new products to purchase.

The consumer decision making process is becoming less complicated, as consumers are turning more and more to social media and peers for reviews and suggestions of new products to purchase. Changes in purchasing trends, along with other external factors, have created a perfect environment for influencer marketing to become more effective for brands than traditional marketing strategies (including television, print, email and radio advertising)—by reaching the right target market with easier ways to track conversion rates and other returns on investment. This thesis looks at the factors that go in to influencer marketing, including why brands utilize this strategy—in terms of budget, returns on investment and best practices for finding the perfect influencers. It also looks at influencer marketing from the view of the influencers themselves. This thesis looks at the spectrum of influence and the motivation and goals of each level—from macro-influencers to micro-influencers and brand advocates. To better understand the research presented in this thesis, a case study of a successful brand, analysis of influencers and a creative project are all presented.

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Agent

Created

Date Created
  • 2018-05

Original Extended Play: The Production and Marketing Plan

Description

Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music

Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording technology, wearable devices, and mobile operating systems, independent artists are able to extend their reach to a variety of audiences. Social media platforms' progression has further catalyzed artists' capability of growth, as they have the capacity to personalize marketing content, develop loyal fan-bases, and engage directly with potential consumers. Artists are increasingly fabricating their own unique spaces in an industry that was formerly controlled by conventions. This thesis involves the production of a three-song extended play, and ascertains how to effectively capitalize on the wide array of modern marketing platforms.

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Created

Date Created
  • 2015-05

Designing a Brand Identity for a Major League Soccer Expansion Team in Arizona

Description

The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to

The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to create a sports brand, as well as a brand's impact on a soccer club's location and community. We determined that visual identity is the dominant aspect of a sports brand that is designed, and we limited our work accordingly. We defined the visual brand identity as being made up of the color palette, team name, logo, typography, and uniforms of a prospective soccer club. In order to create a strong brand, we chose to develop four unique visual identities and gain feedback from an expert panel of trusted colleagues to select a preferred brand. Using panel responses allowed us to identify the brand that most excited and captivated existing Arizona sports fans, thus ensuring the selected brand would be successful when implemented. The creation of each brand identity was constrained by four assumptions. These limitations were inspired by research of the current Arizona sports landscape and Major League Soccer branding, and ensured that our four proposed visual identities successfully assimilated into Arizona and MLS. After presenting our brand proposals to our expert panel, we learned that the AZFC brand proposal had the most popular assets, yet the Arizona SC brand proposal was the most popular overall. From this we discovered that providing a connection between brand and location is critical in order to capture attention. We also learned that this connection must be applied across a unified brand identity, rather than being expressed through individual assets.

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Created

Date Created
  • 2016-12

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Sneaker Life: The Critical Analysis of Marketing Strategies Administered by Nike and Under Armour

Description

My thesis will revolve around the ideology and sociology of the sneaker brand and in particular, basketball sneakers. The mega sneaker superpower Nike and underdog Under Armour have shoes they

My thesis will revolve around the ideology and sociology of the sneaker brand and in particular, basketball sneakers. The mega sneaker superpower Nike and underdog Under Armour have shoes they want to sell and consumers they want to buy them. I will discuss how the advertisements are used and implanted by both Nike and Under Armour. The two points of reference from each company will be LeBron James, Nike, and Stephen Curry, Under Armour. Both basketball players have signature shoes and undoubted the NBA's most relevant players this past season. The two players just so happened to face off against each other int eh NBA finals, which enhanced the marketing potential for both companies. Thus, the advertisements for these and their shoes would have been at its peak trying to sway consumers to either side. Nike and Under Armour both ploy attempts in creating marketing material to attract their consumer base. The thesis will look at why sneakers have become a social trend and high commodity. I will look at how pop culture and psychological diseases play a role in the consumers' choice to purchase either shoe. The work as a whole will attempt to bring forth some revitalizing information on today's sneaker culture. Research was limited, however with the information to conduct this thesis, the thesis should spark interest in new research related fields. Thus, bring forth a new renaissance in today's culture: Sneaker Life.

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Agent

Created

Date Created
  • 2017-05

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Where is the Line? Advertising's Invasion of our Lives

Description

The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers,

The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers, as to allow businesses to grow and develop. However, as advertising practices have continued to pester the public with increasingly invasive ads, it is important to discuss how far advertisers should go in invading the lives of the consumer. Advertising is necessary in today's world, as without it many industries that are used daily by consumers would become far less profitable without it, rendering many services and entertainment outlets unable to serve their customers. While necessary, advertising has become nothing more than an annoyance to a lot of consumers, leading to the ultimate question addressed in this thesis: where is the line? In addition to discussing many real-world examples, measuring the extent of the annoyance behind a series of controlled advertisements would become crucial in exhibiting how invasive ads can really be. This lead to the survey which aimed to discover where the line is that advertisers should not cross when continuing to create interesting ads, as they can become a nuisance to the audience they are trying to appeal to. While it is difficult to measure exactly when an advertisement becomes a detractor instead of effective marketing, it is determined that advertisers must truly embrace the audience as well as the medium they use to send their messages. Survey responses led to the conclusion that the advertising industry must be wary of what their audience is attempting to do when companies advertise to them. Advertisers must strive to not become an annoyance to the audience they are marketing to, and must create a cohesive campaign that complements the medium used as to not jeopardize the integrity of the entertainment medium.

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Agent

Created

Date Created
  • 2017-05