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Sanchez, A., (2021). Construcción de marca en artistas musicales: procesos y perspectivas estratégicas de branding y posicionamiento [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14327
Sanchez, A., Construcción de marca en artistas musicales: procesos y perspectivas estratégicas de branding y posicionamiento []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14327
@misc{renati/1440523,
title = "Construcción de marca en artistas musicales: procesos y perspectivas estratégicas de branding y posicionamiento",
author = "Sanchez Diaz, Alexandra Cristina",
publisher = "Universidad de Lima",
year = "2021"
}
Title: Construcción de marca en artistas musicales: procesos y perspectivas estratégicas de branding y posicionamiento
Authors(s): Sanchez Diaz, Alexandra Cristina
Advisor(s): Santillán Vásquez, Manuel Ángel
Keywords: Branding (Marketing); Musicians; Artists' marks; Músicos; Marcas de artistas
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2021
Institution: Universidad de Lima
Abstract: La siguiente investigación tiene como finalidad identificar los procesos y perspectivas de
la construcción de marca utilizados por artistas musicales en relación al posicionamiento y
nivel de compromiso de su audiencia, en los últimos años en el Perú; y con esto, analizar
si el branding podría funcionar como una herramienta efectiva para el desarrollo artístico
de los músicos peruanos. Esta perspectiva buscaría tomar al artista como una “marca” y
trabajar en la carrera del artista como lo hacen las marcas tradicionales.
La metodología de esta investigación es de enfoque cualitativo, con un alcance de tipo
explicativo, descriptivo y correlacional; con la cual se busca entender cómo la utilización
del branding y el personal branding generan o no efectos de tipo social como el
posicionamiento o también el fandom.
Para ello se tomó como caso de investigación a tres artistas peruanas de características
similares, y se realizó una serie de entrevistas a profundidad y grupos focales a diferentes
participantes que forman parte del equipo interno de las artistas analizadas, así como
también se tomó en cuenta a participantes que están fuera de su equipo de trabajo, como
gestores culturales, profesionales del sector y fans.
Finalmente, se pudo concluir que las artistas investigadas efectivamente realizaban varias
acciones relacionadas al branding y al personal branding; sin embargo, se encontró que la
forma de trabajo desarrollado era más intuitivo y práctico, que estratégico; dejando de lado
los enfoques teóricos que proponen por ejemplo Montoya & Vandehey, teóricos modernos
y especialistas en marcas personales y celebridades.
The following research aims to identify the processes and perspectives of brand building used by musical artists in relation to the positioning and level of commitment of their audience, in the last years in Peru; and thereby understanding the importance of branding could function as an effective tool for the artistic development of Peruvian musicians. This perspective would aim to preceive the artists as “brands” and so, work on the artist's career as traditional brands do. The methodology of this research has a qualitative approach, with an explanatory, descriptive and correlational scope; in which it seeks to understand how the use of branding and personal branding generate or not social effects such as positioning or fandom also. For this purpose, three Peruvian artists with similar characteristics were taken as a research case, and a series of in-depth interviews and focus groups were carried out with different participants who are part of the internal work team of the artists analyzed, as well as taking into account participants who are outside of their work team, such as cultural managers, industry professionals and fans. Finally, the research concluded that the investigated artists actually carried out various actions related to branding and personal branding; however, it was found that the way of working developed was more intuitive and practical, rather than strategic; leaving aside the theoretical approaches proposed for example by Montoya & Vandehey, modern theorists and specialists in personal brands and celebrities.
The following research aims to identify the processes and perspectives of brand building used by musical artists in relation to the positioning and level of commitment of their audience, in the last years in Peru; and thereby understanding the importance of branding could function as an effective tool for the artistic development of Peruvian musicians. This perspective would aim to preceive the artists as “brands” and so, work on the artist's career as traditional brands do. The methodology of this research has a qualitative approach, with an explanatory, descriptive and correlational scope; in which it seeks to understand how the use of branding and personal branding generate or not social effects such as positioning or fandom also. For this purpose, three Peruvian artists with similar characteristics were taken as a research case, and a series of in-depth interviews and focus groups were carried out with different participants who are part of the internal work team of the artists analyzed, as well as taking into account participants who are outside of their work team, such as cultural managers, industry professionals and fans. Finally, the research concluded that the investigated artists actually carried out various actions related to branding and personal branding; however, it was found that the way of working developed was more intuitive and practical, rather than strategic; leaving aside the theoretical approaches proposed for example by Montoya & Vandehey, modern theorists and specialists in personal brands and celebrities.
Link to repository: https://hdl.handle.net/20.500.12724/14327
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Bailón Maxi, Jaime; Acuña Pereda, Mario; Santillán Vasquez, Manuel
Register date: 21-Oct-2021
This item is licensed under a Creative Commons License