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Literatura académica sobre el tema "Art brand building"

Autor: Grafiati

Publicado: 25 de noviembre de 2024

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Artículos de revistas sobre el tema "Art brand building"

Sjöholm, Jenny y Cecilia Pasquinelli. "Artist brand building: towards a spatial perspective". Arts Marketing: An International Journal 4, n.º 1/2 (30 de septiembre de 2014): 10–24. http://dx.doi.org/10.1108/am-10-2013-0018.

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Purpose – The purpose of this paper is to analyse how contemporary artists construct and position their “person brands” and reflects on the extent to which artist brand building results from strategic brand management. Design/methodology/approach – A conceptual framework proposes a spatial perspective on artist brand building to reach an analytical insight into the case of visual artists in London. The empirical analysis is qualitative, based on serial and in-depth interviews, complemented by participant observations. Findings – Artist brand building relies on the creation and continuous redefinition of “in-between spaces” that exist at the blurred boundaries separating an individual and isolated art studio, and the social and visible art scene. Artist brand building is a bundle of mechanisms that, mainly occurring without strategic thinking, are “nested” within the art production process throughout which learning, producing and performing are heavily intertwined. Research limitations/implications – This study was undertaken with a focus on visual artists and specific operations and spatialities of their individual art projects. Further empirical research is required in order to fully explore the manifold of practices and spatialities that constitute contemporary artistic practice. Practical implications – This study fosters artists’ awareness of branding effects that spillover from artistic production, and thus potentially opens the way to a more strategic capitalization on these. Originality/value – The adopted spatial perspective on the process of artist brand building helps to uncover “relatively visible” and “relatively invisible” spatialities that, usually overlooked in branding debate, play a significant role in artist brand building.

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Lee, Jisoo y Jong Woo Jun. "Personal Branding in Art: A Focus on In Depth-Interview with Art Workers". Korean Society of Culture and Convergence 45, n.º 5 (31 de mayo de 2023): 305–17. http://dx.doi.org/10.33645/cnc.2023.05.45.05.305.

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This study viewed art as an industry and discussed strategies for artists to establish themselves as important members of the art market. The brand strategy of viewing and managing individual artists as an independent personal brand was explored. We explored the potential of individual brands for Kim Whanki, Kim Tscang-yeul, and Lee Kang-so to find out about the brand identity of Korean artists. In-depth interviews were conducted with people in the art industry. They answered that building an artist's identity, continuity of activity, and active use of SNS are important factors for artists to grow as a brand. This means that it is important for the artist himself to engage in work activities with a clear direction based on his firm artistic philosophy and to continue such work activities. Communication works that actively promote and inform this are absolutely necessary. These results provide academic implications for the artist's personal brand strategy and practical implications in the contemporary art market.

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Yanti, Putu Dea Anggita y Muhamad Sulhan. "Tiktok Micro Influencer as a New Communication Marketing Tactic in Building Brand Equity". International Journal of Social Science and Business 7, n.º 4 (29 de noviembre de 2023): 1004–11. http://dx.doi.org/10.23887/ijssb.v7i4.60384.

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Marketing influencer is a recent phenomenon occurs due to the marketing era 4.0. This study aimed at elaborating Tiktok micro influencer as a communication tactic in marketing field to build brand equity at WYAH Art & Creative Space Ubud. Qualitative method was used as a research design particularly by adapting case study model. The subjects were one Tiktok micro influencer, 2 visitors, and 2 marketing staffs of WYAH Art & Creative Space Ubud. The data were collected by conducting observation, interview, and document analysis through the use of observation sheet and interview guide. The collected data was analysed quantitatively by using Qualitative Data Analysis. The findings showed that TikTok micro influencer could be used as an opinion leader in marketing communications. The vibes of normal people shown by the Tiktok micro influencer delivered the message naturally. Marketing communication tactics with TikTok micro influencer could be used free of charge to communicate and build a brand equity for WYAH Ubud through creating awareness in all components of TikTok micro influencer. They could communicate the brand image of WYAH Ubud and create high awareness among TikTok users. Continuously, this tactic built a strong brand equity for its brands, including WYAH Ubud.

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L. Rodner, Victoria y Finola Kerrigan. "The art of branding − lessons from visual artists". Arts Marketing: An International Journal 4, n.º 1/2 (30 de septiembre de 2014): 101–18. http://dx.doi.org/10.1108/am-02-2014-0013.

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Purpose – The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from visual artists and the art mechanism that connects them, the paper reveals how artists and art professionals foster various types of capital (social, cultural, symbolic) as a way of developing a brand name, ensuring longevity in the field, and gaining financial value on the market. Design/methodology/approach – As a conceptual paper, the authors draw on a range of published works as well as examples from the world of visual arts in order to provide fresh theoretical insight into how branding in the arts may be applied to other industries. Findings – The key findings are the importance of the consideration of the development and nurturing of social and cultural capital in developing brand identity. Additionally, visual art brands are required to be innovative and dynamic, and lessons learned regarding these processes have relevance for mainstream brands. The paper also found that creativity is often collective and that looking to methods for developing work in the visual arts can be utilised by brand managers more broadly in the age of social media and user generated content. Originality/value – This paper follows on the developing body of work, which indicates what mainstream business can learn from looking at the visual arts. The paper highlights the collective nature of creativity in building the art brand as well as the importance of non-economic measures of value in the realm of branding.

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Limantara, Quina Reivaldi. "Exploring the Role of Generative Artificial Intelligence in Crafting Brand Experiences: Insights from Selected Case Studies". International Journal of Creative Multimedia 5, n.º 2 (30 de septiembre de 2024): 88–100. http://dx.doi.org/10.33093/ijcm.2024.5.2.6.

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This study explores the role of Generative Artificial Intelligence (GAI) in enhancing brand experiences, focusing on selected case studies from a niche art gallery and a global beverage brand. Generative AI - a subfield of AI - is a smart tool that can autonomously generate content, offering exciting possibilities for brand storytelling and consumer engagement through descriptive text prompts. In today's experience-driven economy, brands are no longer just offering commodities, goods, and services, they are striving to create personalised experiences to make them more memorable and meaningful to customers. In the 4E’s of individual realms of experience – entertainment, education, escape, and aesthetic – powerful brand narratives are needed. Using an analysis of interviews and real-life case studies like the immersive art exhibitions at Unicorns Young Collectors Club (UYCC), Surabaya, Indonesia, and the advertising of multinational companies, Coca- Cola, this study finds that brands who utilise GAI can effectively enhance brand experiences, make brand stories feel more personal and engaging. This not only helps them stay competitive in the marketplace but also strengthens their connection with customers. In conclusion, this study contributes to our understanding of the pivotal role of Generative AI in building brand experience. While the findings offer valuable insights, further research is recommended to expand the scope and generalizability across industries and regions. Generative AI holds promise as a powerful tool for shaping the future of branding, enabling brands to create experiences that resonate with consumers in meaningful and impactful ways.

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Jha, Ananya y Ritambhara Jha. "The Art and Science of Marketing: Building the Ideal Media Mix Model". Journal of Marketing & Supply Chain Management 1, n.º 1 (31 de marzo de 2022): 1–2. http://dx.doi.org/10.47363/jmscm/2022(1)127.

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In an era of fractured media landscapes and fleeting consumer attention, crafting the ideal marketing media mix has become an intricate puzzle. This paper navigates the labyrinthine path towards an effective and dynamic blend of channels, ensuring brand messages resonate with the ever-evolving digital audience. By prioritizing audience understanding, aligning with strategic goals, selecting the right channels, and implementing machine learning based modeling, brands can orchestrate a symphony of strategies that captivate consumers and drive meaningful results. The paper also emphasizes the need for data-driven decision-making and continuous optimization of the media mix in an ever-changing marketing environment.

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Kim, Hanbyul y Sunyoung Kim. "A Study on Brand Building Plan of Anyang Public Art Project(APAP) - Focused on the Brand Myth Building Model -". Journal of Region & Culture 10, n.º 3 (30 de septiembre de 2023): 77–96. http://dx.doi.org/10.26654/iagc.2023.10.3.077.

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Xu, Yueqing. "Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication". Highlights in Business, Economics and Management 2 (6 de noviembre de 2022): 387–94. http://dx.doi.org/10.54097/hbem.v2i.2392.

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With the rejuvenation and diversification of the luxury market, luxury brands face the challenge of maintaining economic growth while considering the challenges of brand image building and customer loyalty. There is growing evidence that the younger generation of customers will gradually become the protagonists of the luxury market. One of the customer journeys they care most about is matching personal and brand values and the consumption experience. From this perspective, this article uses case studies, comparative studies, and literature research, taking Cartier Beyond Boundaries - Cartier Palace Museum Crafts and Restoration Special Exhibition as the main case. By comparing with other luxury brands’ art exhibitions in Asia, Analyze and study why contemporary luxury brands have increased their artistic construction and the relationship between luxury brand curatorial activities in the Asian market. By implementing the recommendations in this paper, Cartier can create a digital environment within the experience of its artistic curatorial events, facilitating interaction with their products, stories, and artworks.

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Buschgens, Mark, Bernardo Figueiredo y Kaleel Rahman. "How brand visual aesthetics foster a transnational imagined community". European Journal of Marketing 53, n.º 11 (11 de noviembre de 2019): 2268–92. http://dx.doi.org/10.1108/ejm-10-2017-0655.

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Purpose The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands embedded with Middle Eastern visual aesthetics as a research context. As such, the study aims to examine how Middle Eastern non-figurative art is used by non-Middle Eastern brands to foster an imagined Middle Easternness. Design/methodology/approach Through a critical visual analysis, the authors apply a visual social semiotic approach to Middle Eastern art canons to better understand the dimensions of transnational imagined communities. Findings The study finds and discusses six sub-dimensions of Middle Easternness, which compose two overarching dimensions of TIC, namely, temporal and spatial. These sub-dimensions provide brand managers and designers with six different ways to foster transnational imagined communities through the use of visual aesthetic referents in branding. Research limitations/implications This research identifies the specific visual sub-dimensions of brands that enable transnational communities to be imagined. Practical implications Understanding the visual aesthetic sub-dimensions in this study provides brand managers with practical tools that can help develop referents that foster transnational imagined communities in brand building to achieve competitive advantage and reach a transnational segment. Originality/value Prior studies have primarily focussed on how visual aesthetics help in understanding issues related to national identity. In contrast, this paper examines the use of visual aesthetics in branding from a transnational perspective.

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Qin, Wei. "An Analysis of the Development and Marketing Strategy of Art Merchandise in Art Museums". Highlights in Art and Design 2, n.º 1 (20 de febrero de 2023): 44–48. http://dx.doi.org/10.54097/hiaad.v2i1.5323.

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There have been many limitations and lags in the commercial operation of public art institutions, while art merchandise is an important business for the commercial operation and profitability of art museums. How to make profits in the market while still building an art brand image has been the priority for art museum operators to think and study. This paper examines the new experiences and innovative initiatives of public art museums in the art merchandising business through the case of the National Museum of Modern and Contemporary Art, Korea (MMCA). First, through the experience of operating art merchandise at the MMCA, it is found that a sound archival management of art museums is conducive to boost the quality and diversity of art merchandise and to dominating the market. Secondly, the production of high-quality digital content and its display on the visited web pages are favorable to increase online sales, raise profits and advertise the brand at the same time.

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Tesis sobre el tema "Art brand building"

WOLF, VICTORIA y MARIE SVENSSON. "The Brand Building Balancing Act : A study into the internal conflicts and processes of building brand image". Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18174.

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Background: Based on our professional experience supported by evidence from current brand literature, we have identified an on-going struggle for fashion brands when building and communicating brand image internally. Branding is about adding value and which is directly connected to the product itself. Theories support that clear and successful branding creates trust with stakeholders and is therefore important to a company’s profitability. If branding strategies and roles are not defined internally, image become ever more unclear once ideas are to be communicated to customers in store through sales personnel and products. Purpose: The purpose of this thesis is to explore what hinders companies in the fashion retail industry from profitably and effectively building and communicating brand image internally by identifying potential conflict areas in the value chain in order to provide a tool for overcoming those obstacles. Methodology: A qualitative research method carried through as a case study was conducted containing four interviews with people in key positions at two Swedish fashion retailers. Conclusion: Conclusively we have created a model which explains where and why conflicts occur when it comes to building brand image internally. Where there is a lack of communication between departments it clearly affects the brand image. Companies need to work according to guidelines and communicate amongst departments.
Program: Master Programme in Fashion Management

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Muniz, Fernanda. "Corporate Social Responsibility and Brand Equity: Insights to Global, Luxury, and Co-Creation Brand Building Strategies". Thesis, University of North Texas, 2020. https://digital.library.unt.edu/ark:/67531/metadc1703285/.

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Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build brand equity. Therefore, through three essays, the objective of this dissertation is to provide a deep understanding of the effect that CSR has on brand equity while revealing brand-building strategies that can be implemented to effectively leverage CSR, specifically within the (1) global, (2) luxury, and (3) co-creation contexts.

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Ginman, Carole. "[en-geyj-muh nt] : How are Brands Engaging and Building Relationships with Fans and Customers in Social Media?" Thesis, Uppsala universitet, Medier och kommunikation, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-154320.

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How much is a brand worth? Brand equity is a measurement that reflects brand valuation, and is built through a brand’s various products, actions and activities. According to the Consumer Based Brand Equity (CBBE) model, the epitome of equity is achieved when the brand and the people are in a relationship, when the brand resonates with people. Until a few years back, most of this relationship played out in real life, but the arrival of new media and social media in particular is changing this. Brands are migrating into the realm of social media where people are socialising like never before. People move to social media, and so to maintain a relationship with them brands need to be there too. However, how do they go about engaging with people in these relatively unchartered waters? Is there a formula, a strategy that fits all? This study examines how brands work to maintain relationships with people in social media through looking at Social CRM and strategies that encourage participation and involvement. It aims to see whether there are differences in how different brand types manage their relationship with fans on the largest and most extensive social networking site, Facebook. Brands satisfy consumer needs and these influence consumer purchase decisions. The brand types investigated correspond to the different levels of Maslow’s hierarchy of needs as it is the most cited and respected categorisation available. This means that a wide variety of brand are eligible for the investigation as long as their primary use is to satisfy one of the needs described by Maslow. The investigation takes the shape of a content analysis of 20 brands from four need categories (physiological, safety, behavioural, and ego), accompanied by a case study of one of these brands to illustrate the points made based on the quantitative data. What the data showed was that brands in general primarily focus on content rather than contact and collaboration in their engagement plans. Content is least time intensive and also easily involves the 90 percent of people that are categorises as lurkers. Two-way communication is encouraged but it varies between brand types. Brands within the safety need category were most open to two-way communication and also used it for customer service purposes. Collaboration is encouraged in social media but it is still used very sparsely, physiological brands being the most open to collaboration. However, the collaboration is more often cause-related than brand product/service-related.

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Sang, Vo Thanh y 武青商. "Building Brand Equity for Hacomy A Case Study on an Art Manufacturer in Vietnam". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/78030651118497648731.

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碩士
美和科技大學
經營管理研究所
99
The 21st century is considered the competition century between economies. Especially, compete between firms more and more fiercely. Many companies say that they have a strong brand, but in reality what they have is a name of goods. That could also be a name table of the company was hang front gate firm, or a sheet of paper printed on the product... The name becomes a brand when consumers identify the product as property, tangible benefits, intangible benefits that it brings to customers. When the awareness customers are more and more, they are ready to pay high prices for using the product. As competition in the business sector increasingly fierce to see the importance of marketing in general speaking construction brand activities and promote the brand in speaking particular. This is also the most important objectives of sustainable development strategies of the company Hacomy in the current period. In the fiercely competitive environment like this, the strong firm will be the winner in the race for market share. Want to become winner, firm needs to implement many measures to improve their competitiveness to survive. One of the most important solutions is building brand equity for Hacomy firm to sustainable development.

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Santos, Ângelo Emanuel Neves dos. "Design and simulation of a smart bottle with fill-level sensing based on oxide TFT technology". Master's thesis, 2016. http://hdl.handle.net/10362/19593.

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Packaging is an important element responsible for brand growth and one of the main rea-sons for producers to gain competitive advantages through technological innovation. In this re-gard, the aim of this work is to design a fully autonomous electronic system for a smart bottle packaging, being integrated in a European project named ROLL-OUT. The desired application for the smart bottle is to act as a fill-level sensor system in order to determine the liquid content level that exists inside an opaque bottle, so the consumer can exactly know the remaining quantity of the product inside. An in-house amorphous indium–gallium–zinc oxide thin-film transistor (a-IGZO TFT) model, previously developed, was used for circuit designing purposes. This model was based in an artificial neural network (ANN) equivalent circuit approach. Taking into account that only n-type oxide TFTs were used, plenty of electronic building-blocks have been designed: clock generator, non-overlapping phase generator, a capacitance-to-voltage converter and a comparator. As it was demonstrated by electrical simulations, it has been achieved good functionality for each block, having a final system with a power dissipation of 2.3 mW (VDD=10 V) not considering the clock generator. Four printed circuit boards (PCBs) have been also designed in order to help in the testing phase. Mask layouts were already designed and are currently in fabrication, foreseeing a suc-cessful circuit fabrication, and a major step towards the design and integration of complex trans-ducer systems using oxide TFTs technology.

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Libros sobre el tema "Art brand building"

Siddons, Marcus Timothy. What are the challenges faced in brand building for an SME?. Oxford: Oxford Brookes University, 2003.

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1955-, Bertoni Alberto, Cervini Rosangela, Armiraglio Federica, Castiglione Olona (Italy) y Liceo artistico A. Frattini (Varese, Italy), eds. Lo specchio di Castiglione Olona: Il palazzo del cardinale Branda e il suo contesto. Castiglione Olona (VA) [i.e. Varese, Italy]: Città di Castiglione Olona, 2009.

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PhD, Michael Llewellyn-Williams. Brand Mechanics: The Art and Science of Building Brands. Chromium Books, 2013.

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The Art of Building a Brand. Orient Paperbacks,India, 2005.

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Brand Psychology: The Art and Science of Building Strong Brands. Routledge, Chapman & Hall, Incorporated, 2023.

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Brand Psychology: The Art and Science of Building Strong Brands. Routledge, Chapman & Hall, Incorporated, 2023.

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Carcamo, Julia. Reel Marketing: The Art of Building a Casino Brand. Independently Published, 2020.

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George, David. Black Boy, Create!: An Interactive Guide to Building Vision, Brand, and Social Influence. David George & Co., LLC, 2022.

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George, David. Black Boy, Create!: An Interactive Guide to Building Vision, Brand, and Social Influence. David George & Co., LLC, 2022.

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Capítulos de libros sobre el tema "Art brand building"

Faraoni, Monica. "Building a Sustainable Brand Image in Luxury Fashion Companies". En The Art of Digital Marketing for Fashion and Luxury Brands, 273–96. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-70324-0_12.

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Masè, Stefania y Ksenia Silchenko. "The Prada Trend: Brand Building at the Intersection of Design, Art, Technology, and Retail Experience". En Fashion Branding and Communication, 125–53. New York: Palgrave Macmillan US, 2017. http://dx.doi.org/10.1057/978-1-137-52343-3_5.

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Wang, Yun. "Research on the Development Status and Brand Building Path of Cultural and Creative Industries in Shandong Province". En Proceedings of the 3rd International Conference on Education, Language and Art (ICELA 2023), 66–74. Paris: Atlantis Press SARL, 2024. http://dx.doi.org/10.2991/978-2-38476-214-9_10.

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Zhang, Hang y Ye Huang. "Machine Learning Aided 2D-3D Architectural Form Finding at High Resolution". En Proceedings of the 2020 DigitalFUTURES, 159–68. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4400-6_15.

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AbstractIn the past few years, more architects and engineers start thinking about the application of machine learning algorithms in the architectural design field such as building facades generation or floor plans generation, etc. However, due to the relatively slow development of 3D machine learning algorithms, 3D architecture form exploration through machine learning is still a difficult issue for architects. As a result, most of these applications are confined to the level of 2D. Based on the state-of-the-art 2D image generation algorithm, also the method of spatial sequence rules, this article proposes a brand-new strategy of encoding, decoding, and form generation between 2D drawings and 3D models, which we name 2D-3D Form Encoding WorkFlow. This method could provide some innovative design possibilities that generate the latent 3D forms between several different architectural styles. Benefited from the 2D network advantages and the image amplification network nested outside the benchmark network, we have significantly expanded the resolution of training results when compared with the existing form-finding algorithm and related achievements in recent years.

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Batiste, Larry D. y Andre Pessis. "Building a Songwriting Career". En The Art and Business of Songwriting, 121–49. Oxford University Press, 2024. http://dx.doi.org/10.1093/oso/9780199893102.003.0008.

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Abstract In this chapter the author offers a thorough summary of the essentials of building a songwriting career. Looking at pop song icons and industry trends, the author taps into the tools, resources, and entrepreneurial spirit needed to have a successful music career. From protecting one’s song to building one’s brand, the chapter explores the power of song ownership, publishing, song release timeline, and diversified distribution. Whether it’s streamed or used in television, film or radio, this chapter reviews the agencies, licenses, and fees need for one’s music to be heard. In addition, this chapter highlight’s goal setting, collaborations, networking, and resources to support the business venture of launching a music career.

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Oliveira-Brochado, Fernando. "Excellent Cuisine Worth a Detour". En Building Consumer-Brand Relationship in Luxury Brand Management, 108–25. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4369-6.ch006.

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Luxury restaurants are expected to offer outstanding culinary talent and expertise; be authentic, creative and consistent; and provide exciting quality food. Currently, culinary art discourses include a social dimension in which social networking sites are used to share gastronomic experiences and check recommendations. User-generated reviews are thus an intersection of participatory culture and ‘foodie' discoures. This study's main objective was to examine this phenomenon by analysing web reviews to identify the expressive dimensions that describe guests' experiences. Mixed-method content analysis was selected for this research, using qualitative text interpretation to supplement quantitative word counts and factor analyses. Content analysis of reviews of the top three Michelin-starred restaurants (i.e., two stars) in Portugal identified concepts used to assess haute cuisine experiences from the client's perspective. The results include a concept map encompassing the following dimensions: ‘food', ‘restaurant', ‘experience', ‘menu', ‘wine', ‘special (dinner)', ‘view', ‘beautiful (food)', ‘friendly (staff)', ‘chef', ‘visit' and ‘dessert'.

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Lin, Jenny. "Shanghai’s art in fashion". En Above Sea, 66–95. Manchester University Press, 2019. http://dx.doi.org/10.7228/manchester/9781526132604.003.0003.

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Chapter Two considers how Shanghai Tang, a Hong Kong-founded fashion brand, exploits Shanghai’s imagined cosmopolitan legacy towards the building of a multinational luxury brand. The author considers the rising political tensions between Hong Kong and Shanghai, as Hong Kong was handed over from British to mainland Chinese rule in 1997. The chapter discusses a 1997 Shanghai Tang advertisement featuring Chinese actress Gong Li, addressing how the image signals the return of class-based society, while sanitizing mainland China’s immediate socialist past. This chapter also examines the powerful influence of Shanghai Tang’s founder, art collector Sir David Tang, on the international dissemination of contemporary Chinese art, exploring key Shanghainese painters promoted by Tang, including Yu Youhan, Wang Ziwei and Ding Yi. Referencing these artists’ connections to Shanghai Tang, and also the French fashion brand, Christian Dior, the chapter theorizes the rise of a contemporary Chinese art/fashion system. The final section focuses on Shanghai-based sculptor Liu Jianhua, who has been supported by both Tang and Christian Dior, and the artist’s subversion of mainland China’s presumed role as “the factory of the world” through his ceramic-based practice.

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Güven, Esra y Volkan Yakın. "Building Emotional Brand Personalities". En Driving Customer Appeal Through the Use of Emotional Branding, 151–70. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2921-7.ch009.

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Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.

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Güven, Esra y Volkan Yakın. "Building Emotional Brand Personalities". En Global Branding, 595–614. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch028.

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Hunneyball, Paul M. "Stylistic Dissemination: Strategies and Perceptions". En Architecture and Image-Building in Seventeenth-Century Hertfordshire, 95–129. Oxford University PressOxford, 2004. http://dx.doi.org/10.1093/oso/9780199263868.003.0005.

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Abstract In 1698 the gentleman architect and commentator Roger North contemplated the relative merits of brand new and modernized houses. There is more art to cover faults, than to compose perfections. The latter may be done by authentick patternes and rules; but the other hath no patterne nor rule, but is the product of original skill. Old houses will have, to the present esteem, gross faults; and an artist by disposing the adjacent parts, both hide[s], and with small additions render[s] them ornamentall; at least to such eyes as are not very nice, or who have no hints of the defect given to draw the observation that way. A juggler, to conceal the action of one hand; points with the other earnestly to the roof. This draws away the spectators’ eyes.

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Actas de conferencias sobre el tema "Art brand building"

Li, Xinying y Xueliang Ma. "Research on the Application of Design Management in Brand Building". En Proceedings of the 2nd International Conference on Art Design and Digital Technology, ADDT 2023, September 15–17, 2023, Xi’an, China. EAI, 2024. http://dx.doi.org/10.4108/eai.15-9-2023.2340886.

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Lin, Tongfei, Han peng, Guie Hua y Minghao Liu. "Evaluation of Qingdao Haiqing Tea Village Cultural Tourism Brand Building Based on Tourist Satisfaction". En 2022 3rd International Conference on Language, Art and Cultural Exchange（ICLACE 2022). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220706.004.

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Porumb, Andra-Teodora, Adina Săcara Oniţa y Ciprian-Beniamin Benea. "Art Nouveau Style as a Discursive Strategy for Tourism Promotion. The Case of the City of Oradea". En 7th International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2023. http://dx.doi.org/10.31410/itema.2023.127.

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The paper analyzes how the Art Nouveau style has become a primary element of tourism promotion and the brand of the City of Oradea, a city with a rich history and cultural tradition located on the western border of Romania, as well as the importance it occupies in building the image of this tourist destination and the city’s identity. With a unique architectural heritage, the city of Oradea has become the most important Art Nouveau city in Eastern Europe, currently competing with famous cities such as Nancy, Barcelona, Brussels, and Vienna and aspires to the status of a predilection destination, to become a place tourists dream of. The speech that outlines the image of this destination is impregnated with marks of subjectivity; it appeals to elements of history, tradition, culture and music, creating bridges between people and building an effective relationship with potential tourists.

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Luo, Zhehui y Xin Zhao. "Building of Cultural Creative Brands. Take Cultural Creative Brand qWu Huang Wan Shuiq as an Example". En 3rd International Conference on Arts, Design and Contemporary Education (ICADCE 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icadce-17.2017.92.

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Li, Yang. "Research on Brand Image Building of Zhuhai City". En Proceedings of the 5th International Conference on Arts, Design and Contemporary Education (ICADCE 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icadce-19.2019.97.

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Costa Seijas, José Daniel y José Manuel Cubela. "EXTRATEGIAS DE MEJORA DE LÍNEAS FERROVIARIAS". En CIT2016. Congreso de Ingeniería del Transporte. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/cit2016.2016.4081.

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The main objectives of investment on railway are improving connectivity and access to services; generate employment and amenities; while delivering cuts in carbon emissions, reductions in traffic noise, pollution and congestion. Within that general context, the existing options to improve a railway line are the upgrading of the existing line, which is called the brown field option, or to build a brand new line in the corridor, which is called the green field option and which is assumed a state of art line, i.e. a High Speed Line. There is, nevertheless, a third option that could be followed in which, first the existing line is upgraded and then a new High Speed Line is built in the same corridor. This latter option is acknowledged as economically inefficient, but it is needed to find out to what extend that assertion is true. The purpose of this study is, then, to reach a conclusion on that statement through the analyses of actual cases, i.e. not through a theoretical exercise but through an empirical research. In the first stage of the research two corridors that met the requirements of the study were identified: the Madrid - Valencia Line in Spain and Bordeaux – Spain Line in France. From the analysis of those corridors it was learnt that, indeed, building a new High Speed Line after upgrading the existing line in that corridor will not be economically efficient unless the new line is built after a number of years. That delay could be around 10 years, and will depend on the level of investment carried out for the upgrading and the expected growth of transport demand in the corridor.DOI: http://dx.doi.org/10.4995/CIT2016.2016.4081

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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions". En Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.

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Cvjetković, Milena, Milovan Cvjetković y Saša Stepanov. "The Role of Integrated Marketing Communications in Building a Brand and Improving Business Performance". En Seventh International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/limen.s.p.2021.77.

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Organizations through various forms of marketing communications strive to increase brand awareness and create a brand image in the market. Through these communications, relationships between consumers and companies are developed, to build customer loyalty. Correlation relations showed that there is a great dependence between the variables of marketing communication and the variables of brand building and business performance. The regression model found that marketing communications have the greatest impact on brand recognition in the market, highlighting the impact of public relations and direct marketing. It has been confirmed that economic propaganda, sales promotion and internet marketing are the best predictors of market participation as business performance of an organization. The results of the research indicated that the impact of marketing communications on brand building is greater if the organization is ready to conduct adequate marketing research and to the greatest extent satisfies the needs and requirements of consumers.

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Sontaite-Petkeviciene, Migle. "Customer-based brand equity creation for online grocery stores". En Research for Rural Development 2020. Latvia University of Life Sciences and Technologies, 2020. http://dx.doi.org/10.22616/rrd.26.2020.029.

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Given the growing worldwide tendencies of online shopping and increasing popularity of online grocery shopping, building customer-based brand equity for online grocery stores is gaining its popularity among business owners and marketers. Building good customer-based brand equity is considered to be one of the crucial goals for online businesses that leads to successful competition and good customer experience. The aim of this research is to determine customer-based brand equity dimensions for online grocery stores. To reach the aim, this paper adopts analysis and synthesis of scientific and practical literature in the field of customer-based brand equity and empirical research of three stages: field analysis, expert interviews and customer survey. 33 dimensions of customer-based brand equity for online grocery stores grouped in 8 dimension clusters were generated from the field analysis and expert interviews. Generated dimensions were provided for the evaluation during the customer survey. Empirical research proved 31 valid dimensions of customer-based brand equity for online grocery stores evaluated as very relevant, relevant and of average relevance. Main drivers of customer-based brand equity for online grocery stores that proved to be very relevant are: saving time, good price, fresh products, quality of service, and reputation of retail chain behind.

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Celewicz, Piotr. "My smartphone is my sense: augmented experience of the city". En Virtual City and Territory. Barcelona: Centre de Política de Sòl i Valoracions, 2016. http://dx.doi.org/10.5821/ctv.8096.

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According to Marshall McLuhan's theory of media, in which he claims that the media have become prostheses of human senses, nowadays we are witnessing the growing domination of mobile devices over most human activities in daily life. Why are social media so important in our lives? There are growing groups of application developers who offer brand new solutions which on the one hand can help us in our daily lives, but on the other they have a potential to disturb them, too. Some of these solutions offer a very interesting option of creating the so-called augmented reality, which enables us to gain access to a lot more data existing and circulating in our surroundings. Even social media can be used in addition to real architecture for building a new spectrum of impressions related to a place or city. It is the time for competition in which creativity can show us a new scenario for the future. The article is a subjective set of selected cases demonstrating the use of technology in devices, such as smartphones or tablets, and the potential of applications which use cellular networks to transmit data. They can be used for redefinition of the concept of experiencing the city and urban structures. This viral experience can shape new relationships and dependencies between people, media content, social network and urban spaces. How far will we go in the future? Which of these new phenomena will prove to be unimportant and will disappear as unnecessary? Gradually, as time goes by, we will find out. The city as a collective living structure is the place of producing experience and consuming art which is based on the urban scale as the background for acting pedestrians; it may be seen as a kind of a digital game. The presented content may lead to the conclusion that, as humans, we are dependent or at least very attached to new technologies that allow us to define our identities and the position in the progress of civilisation.

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Informes sobre el tema "Art brand building"

Just, David y Amir Heiman. Building local brand for fresh fruits and vegetables: A strategic approach aimed at strengthening the local agricultural sector. United States Department of Agriculture, enero de 2016. http://dx.doi.org/10.32747/2016.7600039.bard.

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Abstract The debate about whether to reduce import barriers on fresh produce in order to decrease the cost of living and increase welfare or to continue protecting the local agricultural sector by imposing import duties on fresh vegetables and fruits has been part of the Israeli and the US political dialog. The alternative of building a strong local brand that will direct patriotic feelings to support of the agricultural sector has been previously discussed in the literature as a non-tax barrier to global competition. The motivation of consumers to pay more for local fresh fruits and vegetables are better quality, environmental concerns, altruism, and ethnocentrism. Local patriotic feelings are expected to be stronger among national-religious consumers and weaker among secular left wing voters. This project empirically analyzes consumers’ attitude toward local agricultural production, perceptions of the contribution of the agricultural sector to society and how these perceptions interact with patriotic beliefs and socio-political variables perhaps producing an ethnocentric preference for fruits and vegetables. This patriotic feeling may be contrasted with feelings toward rival (or even politically opposing) countries competing in the same markets. Thus geo-political landscape may help shape the consumer’s preferences and willingness to purchase particular products. Our empirical analysis is based on two surveys, one conducted among Israeli shoppers and one conducted among US households. We find strong influences of nationalism, patriotism and ethnocentrism on demand for produce in both samples. In the case of Israel this manifests itself as a significant discount demanded for countries in conflict with Israel (e.g., Syria or Palestine), with the discount demanded being related to the strength of the conflict. Moreover, the effect is larger for those who are either more religious, or those who identify with right leaning political parties. The results from the US are strikingly similar. For some countries the perception of conflict is dependent on political views (e.g., Mexico), while for others there is a more agreement (e.g., Russia). Despite a substantially different religious and political landscape, both right leaning political views and religiosity play strong roles in demand for foreign produce.

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Mattheis, Ashley A. Atomwaffen Division and its Affiliates on Telegram: Variations, Practices, and Interconnections. RESOLVE Network, abril de 2022. http://dx.doi.org/10.37805/remve2022.1.

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This research brief details findings from a recent collaborative project exploring different groups related to Atomwaffen Division (AWD) on Telegram. The brief provides an initial foray into understanding the digital communicative practices these AWD-related groups use to maintain their loose structure as a transnational, digitally networked extremist culture. Groups affiliated with the meta-brand of AWD are continuing to develop globally and building a transnational, digital networked culture, despite increased scrutiny. This indicates that their structure as a digitally networked, transnational culture provides resilience to traditional policy and law enforcement approaches. Addressing this threat requires insight into the practices that such groups use to interconnect their now multi-nodal, supranational organization.

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Randrup, Thomas, Geovana Mercado, Lisbet Christoffersen y Sixten Lundqvist, eds. Compendium Forested Landscapes : analysis & governance. Department of Landscape Architecture, Planning and Management, Swedish University of Agricultural Sciences, 2024. http://dx.doi.org/10.54612/a.4i3m6fl0g4.

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The international Forest & Landscape program, taught at SLU at Bachelor level, began in 2021. In its essence, the program tries to combine the very best from forestry and landscape management. This unique program gives in-depth knowledge of forests and landscapes, taking a holistic approach to trees and forests and their importance to society, by focusing on the different perspectives of the forested landscapes and the management of them. Students are expected to gain adequate knowledge to work as e.g. a specialist or advisor at governmental authorities, municipalities, forestry companies, NGOs or in nature communication. In developing the program, we as educators have developed new courses, and in doing so we have discussed and carefully selected the specific frameworks, theories and models to be presented and discussed during the program. It has been a challenge to make this selection, and not at least to select the best possible literature to support our teaching. Many terms and concepts are under constant debate within the academics, but certainly also in practice. And some have a long history, while others are brand new. But will the newer concepts sustain, and what do they bring to the future professions as forest and landscape managers? Before we start, it is critical to distinguish between frameworks, theories, and models, as these concepts are frequently used as the foundation of academic discourse and practice. Frameworks organize key elements and their relationships, setting the stage for deeper analysis. Theories provide assumptions to analyze and predict phenomena, building on the structure offered by frameworks. Models, in contrast, use specific assumptions from theories to predict outcomes, often simplifying complex processes for practical application (Ostrom, 2011). This compendium includes brief texts which introduces theories, concepts, models and frameworks of relevance for analyzing, understanding and applying governance and management as an approach to tackle the many contemporary societal challenges, in a long-sighted and sustainable manner. Each term is briefly described, as we present and use them in the courses, and each term is associated with key references, carefully selected for further reading to support students in further understanding the terms. Thus, the compendium is far from complete, and the descriptions we provide are far from exhaustive. We believe and hope that our brief descriptions will inspire and guide you to further literature to support your studies. The compendium relates specifically to the two courses Analysis of Forested Landscapes (LK0394), and Forest & Landscape Governance (LK0434). We hope that the compendium will be used in other courses as well, and we envision that other courses will add their most relevant terms, concepts and principles to this compendium in the future. We do realize that a selection of descriptions and references to key text needs to be updated on a regular basis. Therefore, we consider this compendium as an initial version that will evolve over time.

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