Brands for Non-believers
IED Barcelona – -Student: Ona Molas
Academic year
2024/2025
A thesis that aims to better define and contextualise the emergence of Hitmaker Branding, a new fashion branding strategy introduced by industry expert Ana Andjelic. To do so, it compares it to traditional branding methods, assessing their respective roles in the changing fashion landscape, while attempting to envisage its future trajectory.
The student makes use of a thorough understanding of the current socio-cultural and economic paradigm to test the hypothesis of a possible correlation between the decline of traditional branding and the rise of Hitmaker Branding. This contextual analysis also contributes to further defining this new branding model, using Hanlon’s Primal Branding Model and its seven pillars as a common framework.
By way of conclusion, the thesis suggests that a hybrid strategy combining elements of both models may offer the most coherent and adaptable approach in the context of contemporary fashion.
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