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The Artist as Branded Goods
Forejtová, Veronika ; Postler, Milan (advisor) ; Johnová, Radka (referee)
The theoretical part is explaining the concept of brand, defines the differences between the brands and "brand", as well as the differences between the brands and the products. Also points to the importance of brands in marketing, types of brands and their elements. The greatest attention is paid to branding, priority of today's marketing. It focuses on the description of the main steps of the strategic brand management. Followed by a theoretical insight into the topic of art, marketing specifications in showbusiness, and outline of the contemporary art market, including the legal binding. Following the theory and the facts established in it, the practical part is set on monitoring a particular artist in the terms of application of principles of brand building. Thesis does not aim to provide an exhausting list of information from different areas, but rather to point out the possibilities of linking brand strategies and the arts. The goal is to assess whether the success in the field of art is linked with the quality of brand management strategy.
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