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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Brand building of Gorillaz and its specific image within the music market
 Všelicha, Mikuláš ; Koudelková, Petra (advisor) ; Strielkowski, Wadim (referee)
The work deals with marketing theory of brand building, which is then applied to a specific example of a virtual music group Gorillaz. The aim was to determine whether its activities are in accordance with this theory, and whether the success of this unconventional group could be explained using the marketing theory of brand building. To answer these questions, I tried to search for intersections of brand building theory and activities of the music group Gorillaz. For a theory I used works by leading marketing experts in the field of brand and also several books dealing with the specifics of the music market of the 21st century. Description of the activities and strategy of Gorillaz is based on analyzing books and studies that have been published about the group, their websites, profiles on social networks, interviews with its creators and Internet articles about the band. The work demonstrates that the way Gorillaz music brand was built largely corresponds to the recommended practices of brand building marketing theory. Although no marketing teams were involved in its development and one cannot say that it is a result of marketing strategy, Gorillaz still can be considered a good example of proper brand building. I see the benefits of this work in examining the relationship of music and marketing....
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