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The brand of producing : a case study about the brand architecture of the possible production house of Wilminktheater en Muziekcentrum Enschede

Velten, Nina (2019) The brand of producing : a case study about the brand architecture of the possible production house of Wilminktheater en Muziekcentrum Enschede.

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Abstract:In the research, ‘The Brand of Producing’, there are different branding strategies discussed in the context of Wilminktheater en Muziekcentrum Enschede (WME) and the new production house of WME. Three different branding strategies, corporate branding strategy, house of brand strategy and the mixed branding strategy were taken into consideration. With the use of interviews and a focus group, the relevant employees and the board of WME and the production house were asked questions about branding and marketing in the context of this new production house. Furthermore, questions were asked about the aims of house productions and the production house. The results of these interviews and the focus group were compared to literature and it became clear that a mixed branding strategy is the most suitable branding strategy for WME. The marketing strategy can therefore be flexible per show which enables the production house to produce shows with flexibility. A mixed branding strategy is overall, according to the present study, a suitable branding strategy for SME’s (small to medium-sized enterprises).
Item Type:Essay (Bachelor)
Clients:
Wilminktheater en Muziekcentrum Enschede, Enschede, the Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78294
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