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• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
With the majority of films today being adapted from original source material, the market is in need of guidance on how to produce a motion picture authentic to the original source material while also providing new, engaging viewing experiences. When the source itself has established itself as a brand with a strong fanbase or group of brand lovers, these needs become heightened and extremely valuable to the success of the adapted film brand. By examining the concepts of brand love, brand authenticity, films as brands, and brand ambidexterity I was then able to evaluate the need for an adapted film brand ambidexterity framework to produce a higher likelihood of success amongst fans. This need became further apparent when examining the brand history of the Star Wars franchise, one of the largest adapted film brands. From the prior research, I was able to construct in-depth interviews with fans of the Star Wars brand to deduce what aspects of brand love remained within this market, what they identified as the essential brand identity that must remain consistent with future projects, and what relevant ideas they anticipate in brand extensions. The unveiled concepts included the importance of long-term relationship with the brand, connection to the film brand’s philosophy, nostalgia, high family involvement, world expansion, and creative brand leaders.
In the past decade, the use of mobile applications, specifically mobile applications focused on improving the health and fitness of users, has increased exponentially. As more consumers look towards mobile health applications to improve their health through dieting, exercise, and weight management, it is important to analyze how the concept of gamification can encourage sustained interaction and approval of these health-focused applications. This thesis aims to understand the prevalence of gamification amongst a large sample of health and fitness applications, identify and code the gamification features used in these apps, and finally, understand how different gamification features relate to the popularity and willingness to advocate using eWOM on behalf of a mobile app.
This project explores the current state of electronic dance music festivals and evaluates the role of a supply chain strategy in executing successful events. First by assessing market requirements from relevant attendees, several key themes are then identified and discussed. The related supply chain objectives are then determined based on the market requirements with specific tactics on how to achieve the objectives.