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PDFOpen Access (License Unspecified), Open Access
Thesis
How does brand identity inform and drive institutional marketing?: a case study on Alonzo King LINES Ballet
Master of Science (M.S.), Drexel University
Jun 2022
DOI:
https://doi.org/10.17918/00001225
Abstract
This in-depth case study on Alonzo King LINES Ballet explores the factors that contribute to an organization's brand identity over time and how that informs and drives its marketing strategy. A review of the literature on identity, brand, image, and institutional marketing serves as the backdrop of this study, providing definitions and connecting themes for use in the data collection. Through interviews with past and current staff, as well as an analysis of archival material, a full picture of the organization's brand and institutional marketing strategy is depicted. This study serves as an example in the field of dance management of how one organization shaped its brand and marketed it over its forty-year history.
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Details
- Title
- How does brand identity inform and drive institutional marketing?
- Creators
- Ilaria Guerra
- Contributors
- Pamela Yau (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vi, 105 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991018388711904721