• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Valeriia Oganesian
Brand Meaning Gaps: the Pattern of Russian Music Streaming Services
Advertising and Public Relations
(Bachelor’s programme)
9
2016
The author focuses on brand meaning gaps existing at Russian digital music market for music streaming services category. Due to the co-creation nature of modern brand building, marketers have partially lost their control over brand meanings in consumer minds. Besides, the market has become more competitive with the launch of «Apple Music» service. These aspects make the topic highly relevant to the current state of brand building in the industry.

The problem situation is that there is low information on how to distinguish natural brand meaning gaps (occurring due to the personal characteristics of perception) and those ones that weaken brand relevance.

The author uses case study and interviews with experts to gain empirical data to achieve the aim and figure out some characteristics of brand meaning gaps that signalize about the probable loss of brand relevance. The author figures out a number of such characteristics. Besides, the author formulates some practical recommendations to marketers on how to avoid those meaning gaps that lead to decline of brand relevance.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses