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How a person turns into a brand. A Study on A.R. Rahman

Bachelor Thesis 2016 47 Pages

Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media

Excerpt

Contents

1.1: Background of the Study:
1.1: Research Aim:
1.2: Objectives of the research:
1.3: Research Questions:
1.4: Dissertation Structure:
1.5: Summary of the chapter:

2.1. Brand:
2. 2. Personal Branding:
2.2.1: Benefits of Personal Branding:
2.2.2: Essential elements of personal branding:
Emotional Impact:
Repetition:
Time:
2.3: A.R Rahman:
2.3.2: Brand element existing in A.R Rahman :
2.3.3: Conscious or subconscious process being turning into a brand:
Instruments in his music:
Brand positioning concepts:
Elements of personal branding existing in A.R Rahman:
2.4: A.R Rahman’s struggle:
Father’s death:
Dropout from school:
Language differences:
Social barrier:
2.5: Achievements of A.R Rahman :
National Film Awards
Academy Awards
BAFTA Awards
Golden Globe Awards
Grammy Awards
Winning OSCAR:
American Critic Award:
Doctorate degrees of A.R Rahman :
Honorary doctorate by AMU:
The Royal Conservatoire of Scotland in Glasgow:
Doctorate degree by Anna University:
Honorary Degree by Miami University:
Doctorate degree by Berklee College of Music :
Bombay Dreams:
Allah Rakha Rahman St:
2.7: Voluntary initiatives by A.R. Rahman:
2.8: Vision towards life:
Patience:
Spiritual life:
Rare combination of an aristocratic and humble personality - A.R Rahman:
2.3: A. R Rahman as a brand ambassador:
Seychelles’ cultural ambassador in India:
Casio’s Brand Ambassador:
Brand ambassador of Airtel:
2.4: Comparison of His current and past music

3.1: Research approach:
3.2: Research Design:
3.3: Types of Research Design
3.4: Data collection method:
3.4.1: Qualitative data collection:
3.4.1: Quantitative data collection:
3.5: Sampling Method:
Sampling Technique:
Sample size:
3.6: Reliability, validity and generalization:
3.7: Ethical Issues:
3.8: Research limitation:
3.8: Timetable:
3.9: Summary of the chapter:

4.1: Introduction:
4.2: Data Analysis:
4.2.1: Question 1:
4.2.1.1: Analysis and Findings:
4.2.2: Question 2:
4.2.2.1: Analysis and Findings:
4.2.3: Question 3:
4.2.3.1: Analysis and Findings:
4.2.4: Question 4:
4.2.4.1: Analysis and Findings:
4.2.5: Question 5:
4.2.5.1: Analysis and Findings:
4.2.6: Question 6:
4.2.6.1: Analysis and findings:
4.2.7.: Question 7:
4.2.7.1: Findings and Analysis:
4.2.8: Question 8:
4.2.8.1: Findings and Analysis:
Question 9:
4.2.9.1: Findings and Analysis:
Question 10:
4.2.10.1: Findings and Analysis:
4.3: Summary of the Chapter:

5.1: Conclusion:
5.1.1: Linking the Objectives with the Conclusion:
Objective 1:
Objective 2:
Objective 3:
5.2: Recommendations:
Creating music like 90’s:
Focus on personal composition:
Composing with his orchestra:

Appendix:

References

Executive Summary:

This research paper is based on personal branding. The theme branding has extended its area in more versatile ways. Here the study has been done on musician A.R Rahman. Some objectives have been set up in the beginning of the research paper. His lifestyle, his unique personality, his struggle, obstacles all these have been elaborated in the literature review chapter. Also A.R Rahman’s role as brand ambassadors has also been stated in the paper

In general a brand is something which distinguishes itself from the typical factors surrounded by the environment as a whole. In this thesis paper it has been shown that A.R Rahman is a brand personality who has distinguished himself from the existing musical trend and established new era of music. On the other hand A.R Rahman’s past and existing music has also been compared. In the methodology chapter it has been stated that to identify some significant factors regarding A.R Rahman’s brand personality 45 respondents have been selected. The responses also assisted in the whole research process. Data analysis and findings have been shown in the research paper properly. At the end of the research paper in the conclusion chapter the objectives have been linked up and it has been shown that they are achieved. Also some recommendations have also been stated in this thesis paper

Chapter 1: Introduction:

1.1: Background of the Study:

This research paper is based on a person’s being turning into a brand. In my research at first I tried to find out the theoretical factors related to brand and personal branding. Regarding this I discussed about the benefits of personal branding. Moreover some essential elements of personal branding have also been focused. The research has been done on the study of Musician A.R Rahman’s journey and his lifestyle. In this particular study I have tried to show that how A.R. Rahman has gradually turned into a sophisticated brand through his identical characteristics. A.R Rahman is not such a personality who wants to be the limelight of a project. Still how such a person is now a global brand personality has also been elaborated in the study.

A.R Rahman is neither a product nor a service still he has been able to become a successful music director which later led him into a brand. I have also focused on his impact upon the human being, his spiritual journey and its impact on his career and so on. Presenting the efforts and dedication A.R Rahman has been showing to his music- is also a concern of this study. Defining how A.R Rahman has been trying his best to integrate various cultures through music - is a part of this thesis paper. Moreover his introduction of new technology in music is also a focus of this study. How Rahman’s personality, thoughts, norms and ideology reflects in his music is a major concern of this paper.

1.1: Research Aim:

Generally Research aims are broad statements of desired outcomes, or the general intentions of the research, which 'paint a picture' of the researcher’s project. (Malhotra) The aim of my research is to present brand in a broad and abstract form- that is to present the impact of personal branding successfully relating with the journey of A.R Rahman.

1.2: Objectives of the research:

To start a new project the first step is to set the objectives of that particular work. A major purpose of my thesis paper is - It is part of accomplishment of my BBA life. This research paper is more likely to be related with a person’s actual way of life rather words of academic journals. This research is to be conducted to fulfill the following purposes:

To represent the spiritual reflection in A.R Rahman’s music. To identify the brand personality trait of A.R Rahman Identifying the scope and limitations of A.R Rahman (if exist) as a brand.

1.3: Research Questions:

This is the first active step of a research. Once a researcher gets the idea of what he wants to doinitially he sets some answerable questions and that are called research questions. In this research paper the research questions are:

1. Can personal branding be a strong segment of brand?
2. Is A.R Rahman a strong brand personality?
3. Does A.R Rahman possess the brand elements?
4. Does A.R. Rahman have positive influential impact on the world?

1.4: Dissertation Structure:

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1.5: Summary of the chapter:

Personal branding is very crucial part of brand. Moreover the person on whom I am doing my research is a global icon. In this chapter I have tried to provide an insight about my research and the factors I am going to cover all through the paper .So basically the introduction part of my thesis paper is about to make understand the significance of personal branding and the object of this thesis paper - that is A.R Rahman.

Chapter 2: Literature Review:

2.1. Brand:

Many scholars have given definitions on Brand. Among them Paul Biedermann’s definition relates to personal banding. According to Paul Biedermann, “A brand is the essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique “you”. Otherwise, your brand will just be a facade. The power of a strong logo in brand identity is that a simple visual can instantaneously communicate a brand and what it is about. Some large brands are able to do this by symbol only, without words that are the Holy Grail that brands dream about. This seems to represent the very essence of communication at its most primitive roots. Few can pull it off. Logos are vitally important, but are just one component of what creates a strong brand. Logos should support the broader brand strategy that supports an even bigger brand story”. ("30 Branding Definitions - Heidi Cohen")

So, Basically Paul has used the unique story as a theme of brand. The more versatility one carries in his personality the more he turns into a brand personality in the world.

2. 2. Personal Branding:

The concept personal branding was first published in about 1835, and started to gain attention till 1920s, but not since 21st century people began to pay great attention to it. Personal branding is a consistent message, which aims to show an individual's professional value and self-advantage, and will help the individuals to distinguish themselves from their competitors and hold an advantage position in the market competition. And the most common way of personal branding is via blogs and social media. (Clifton, Simmons and Ahmad, 2003)Personal branding is the way of how people create a symbol through their distinguishing characteristics or career. Sometime this is a self help process or sometimes it comes naturally and gets focused in front of people. The first thing that comes about personal branding is- one must identify himself who he is? What is he for? What are the characteristics that distinguish him from others? When a person establishes himself distinct from the ongoing flow of life only then he turns into some one - into a personality whom others want to follow.

2.2.1: Benefits of Personal Branding:

Personal branding is something by which a person gets the chance to live with his own values and beliefs. Establishing one’s own personal branding is like being true to one’s own work. Building and nurturing a winning brand will benefit one in many ways as it will allow a person to:

- Understand himself better
- Raise a person’s confidence
- Increase ones visibility and
- Attain more interesting jobs and assignments(Montoya and Vandehey)

2.2.2: Essential elements of personal branding:

In today’s world people need to be more likely to consider themselves as a product! And this product turns into a brand when it can differentiate itself in the highly competitive market. The concept of personal branding is almost like a product branding with some deep abstract elements. Even though a personal brand needs to be strong and believable, the most important fact is to begin with a solid foundation in order to keep it persisting. According to Montoya & Vandehey these three essential elements are: (Keller)

Emotional Impact:

How a person can create an emotional influence upon his fellows and people through his personality is called emotional impact. A great personal brand generates a positive and strong response in people in areas like confidence, admiration, trust and fondness.

Repetition:

The main goal with a personal brand is to place its meaning and characteristics in the minds of people. It is therefore important to make sure that people perceive a personal brand as reliable; to make sure that it remains effective. When making this kind of impression on people it also necessary to repeat its exposure so people keep getting the same message and meaning, which in turn will have a large value for people.

Time:

We frequently come across and react to personal brands. Natural perceptions, associated with the personality traits, values or abilities that the person represents becomes automatic and strong enough to drive our actions. Aiming for a long term exposure is for that reason a long term solution for creating a strong and stable perception.

2.3: A.R Rahman:

Allah Rakha Rahman who is said to be the God gifted child is a global musical icon. He was born in 6th January, 1967 at Chennai with the name A.S. Dilip Kumar, Son of Shekhar Kumar. There are some persons in this world who influence the world silently in a peaceful manner. A.R Rahman is one of those human beings who know nothing except his work and spiritual life.

2.3.2: Brand element existing in A.R Rahman :

The first brand element that is name undoubtedly exists with him for the last twenty five years. In 1992 A.R Rahman came up with his different musical sense and knowledge and surprised the Tollywood. Everyone got to know that the guy was not any ordinary music composer. After his first movie “Roja”, he got a national award whereas generally people get a national award after 20 to 50 or 100 movies. So he himself thought that his next compositions might not appeal the listeners. But at the same time he was not reluctant with his music. When he was asked in his first ever interview what his plans are regarding his music. He replied in one sentence, “To maintain the standard of the music.” And till then he has been able to hold his brand name. The first significant element of brand has not been demolished by the passage of time. Rather the strength and the influence of his brand name have been amplifying day by day.

2.3.3: Conscious or subconscious process being turning into a brand:

It might sound impossible but the fact was true that music triggered him from the very childhood like since age four! He loved to see his father playing on his key board. According to Rahman, the very basic learning of his music was learned subconsciously from the tuning of his father .The first question that comes about A.R. Rahman’s music is that- how he creates such unique music. To answer the question we have to go back in his history. It may sound ridiculous but it is true that in childhood Rahman had immense attraction towards gadgets and he wanted to be a computer engineer! According to him, during 80’s when music and technology merged together that was a blessing for him. Existence of MIDI (Musical Instrument Digital Interface) helped him break the clutter of traditional musical culture. His passion of playing with interfaces like toys, analyzing the instruments and utilizing them in music in a proper way is the base of A.R. Rahman’s music being special and being turning into a brand.

Instruments in his music:

While writing the score or composing a song, he keeps in mind the screenplay, characters and their emotions in the film, personality of the character, situation in the film, the landscape and atmosphere. A.R Rahman is very much particular with his composition. In his first movie Roja he recorded the music on Frostex 16 track with an 18 channel mixer, a recording system that was used by no one in India during those days. In the starting of his musical life he used to use the hard ware sequences for composition.

Continuum finger board.

At first in 2007, A.R Rahman featured the Third Dimension tour of North America. After that 2009 he used this continuum finger board in the movie Delhi-6. So, basically Delhi 6 is his first movie where he used this instrument. (Music Aloud, 2009)

Seaboard:

In October 2015 A.R Rahman launched a new instrument Seaboard Rise by ROLI, a MIDI enabled controller keyboard, at his KM Music Conservatory. He engaged six students of his K.M Musical conservatory to perform with his instrument. (dna, 2015)

Harpejji:

In September 24, 2010 Tim Meeks Marcodi musical products gifted Harpejji K24 to A.R. Rahman. The movie “127 hours” which was released in 2010 was the first one where he used Harpeji. (http://equipboard.com/pros/a-r-rahman/harpejji-k24, 2016)

Intel’s Curie :

At 6th January, 2016 A.R Rahman used Intel’s Curie based technology at Intel’s keynote at Consumer Electronic Show 2016 at Las Vegas. He has been using the technology for one year. (https://www.youtube.com/watch?v=2XXM6fc0zzw, 2016). On that show A.R Rahman used the Curie to transform his delicate fingertips into guitar. This is such a technology which can sense the gesture and translate it into music. The Intel Curie can be paired with multiple wearbles like the smartwatch, smartphones, smartshoes and even drones, among other things. (Indiannerve.com, 2016)

Brand positioning concepts:

There are two significant concepts of brand positioning that any brand needs to apply a positional strategy. A.R Rahman however being a personal brand is not unlike from the positioning concept.

Point of Parity Associations:

Generally the common shared brand associations existing in a brand is called point of parity associations. (Clifton, Simmons and Ahmad, 2003) Though A.R Rahman entered into the musical industry with his distinct musical sense- he kept pace with the pattern of music. During 2000 there was huge popularity of remix songs among the young generation. At that time A.R Rahman came up with his different musical contribution including the trend of remix in the movies of 2000 like Taal, Yaadein, Laagan and so on.

Point of Differentiation associations:

Point difference is the unique attributes or benefits of a brand which people strongly associate with a brand and are not replication of their competitors. (Clifton, Simmons and Ahmad, 2003) A.R Rahman’s music did not go with sync of the traditional music in India. The synthesizers he used did not sound artificial rather they gave unique power to his music. That is what the point of differentiation in A.R Rahman’s branded music!

Elements of personal branding existing in A.R Rahman:

“If music wakes you up, makes you think, heals you- I guess the music is working”. This one statement of A.R Rahman is evident enough to prove that the first element of personal branding that is emotional impact exists in A.R Rahman’s music with a strong and concrete position.

2.4: A.R Rahman’s struggle:

A.R Rahman is known to be a God Gifted child in his era. He was gradually gaining the capacity of bearing the extreme hardship of life.

Father’s death:

At the age of 9 his father R.K Shekhar passed away of a misterious disease. His father was suffering from a severe unknown disease since A.R Rahman was only 5 years old. No doctor of that time was able to give the actual reason of his father’s death. In an interview of A.R Rahman that is - Rendezvous with Simi Garewal he was asked if he felt himself deprived of a child’s proper nurturing .His answer was “I think if someone starts the beginning of his life with a rough experience then the upcoming struggles become smoother for him and that’s what happened with me” His one statement is enough to realize how much realistic this person is towards life.

Dropout from school:

A.R. Rahman was never a good student in his academic career. At the age of 11, he joined Illaiyaraja's troupe as a keyboard player in order to earn for his family. He also learnt to play key board. Thus Rahman formally entered the world of music. (https://www.youtube.com/watch?v=gaQqIoV_aLY, 2016)

Basically involving in music in such an early age and maintaining the school simultaneously was not an easy task. He had to get punishments from his teachers for lack of attendances. When he was at 11th standard he had to listen to the highest abuse from his teachers for his music. They called his mother and said, “Give your son an instrument and take him to the street of Kodambakam, he can earn money from that- he does not need to come to school” And that was the end of his academic career.

Language differences:

The first and foremost barrier that A.R Rahman had to face in his early career life was the differences in language. First of all he was a composer from Madras. There was little chance for him to grab the attention of the huge Bollywood industry. But in 1992 after the huge response of Maniratnam’s movie “Roja” which was the first film music direction of A.R Rahman he triggered the whole Indian music industry. Soon in 1995 Rahman got the opportunity to direct his first Hindi movie “Rangeela” . He proved that music can break the boundary of language differences. (https://www.youtube.com/watch?v=srJOdgf1Z-A, 2016)

Yet it was not so easy task for A.R Rahman to realize the sensibilities of the contents of other languages as till 2000 he could not understand Hindi. Subhash Ghai, director of film Taal said in “Jai Ho” documentary’s interview that he had to write down the words of the lyrics of the song in English to A.R Rahman to make him understand the context of the song. Though it was such a hectic job, A.R Rahman composed all the songs effortlessly. They worked all along 69 days to create 7 songs. A.R Rahman was so dedicated to his work that the language difference was not at all a barrier for him. Rather he used to take it as a challenge of his career. Thus A.R Rahman could overcome the obstacles regarding language variation in music.

Social barrier:

The society at the time of 80’s to 90’s was more conservative than at present. He was born in a very conservative place that is in Chennai. The society did not accept a person being in music naturally. At first A.R Rahman was not sure about the fact that he would be able to be a musician as the he was afraid about the ridicule that might come behind him. But after a while he worked what he believed. He broke the typical social custom and involved himself in music. As a result he turned into one of the brand musicians in the world.

2.5: Achievements of A.R Rahman :

National Film Awards

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Academy Awards

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BAFTA Awards

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Golden Globe Awards

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Golden Globe Awards

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Winning OSCAR:

In 22nd February, 2009 A.R Rahman earned the highest achievement in his very short span of life. He became the first Asian to win two Oscars. This was 81st academy awards which he won for the original score of the movie “Slumdog Millionaire” directed by Danny Boyle. After winning these two academy awards his life somehow opened up new chapters for him. His brand personality started to turn more globally in front of the world.

American Critic Award:

One of the renowned critic awards in the world that is called American Critic Award. A.R Rahman won this award twice. First time he got his award in 2008 for Slumdug millionaire under best composer category. Second time he achieved the American critic award in 2010 for “If I Rise” from “127 Hours” for best song.

Doctorate degrees of A.R Rahman :

A.R Rahman himself was not a regular school going person. But no person can define where life takes him in the journey. This person was honored by five doctorate degree from five renowned musical colleges.

Honorary doctorate by AMU:

In 2009 after winning the Oscar music director A.R. Rahman was conferred an honorary doctorate by the Aligarh Muslim University (AMU) for his contribution to the field of art and music. He received this honor at the 59th convocation of Aligarh Muslim University.

The Royal Conservatoire of Scotland in Glasgow:

In 2014 A.R Rahman received the doctorate degree of The Royal Conservatoire of Scotland in Glasgow. He was humbled to get his second honorary musical degree.

Doctorate degree by Anna University:

In 2009 AR Rahman, was awarded an honorary doctorate by Anna University in recognition of his overall achievements. This doctorate award giving ceremony was a part of hundred year celebration of Anna University. They decided to honor the deserved citizens with this doctorate award.

Honorary Degree by Miami University:

In May 9, 2012 Miami University of Dayton conferred A.R. Rahman with honorary doctorate degree. This was his first American Honorary Doctorate and the fourth among all doctorate degrees. He was given the honorary degree for Doctor of Music at the University’s 173rd Annual Commencement Ceremony held at the Yager Stadium in Oxford, Ohio. (Mathai, 2009)

Doctorate degree by Berklee College of Music :

In 24th October, 2014 in recognition of A.R Rahman’s extraordinary contribution to the art and music he received honorary doctorate from Berklee College of Music in Boston. (Mathai, 2009)A.R Rahman received this degree from Mr. Roger.H.Brown, president of Beklee College of Music. Moreover to honor A.R Rahman , Berklee launched a scholarship program in the Name of A.R Rahman that is A.R Rahman Berklee Scholarship from this 2016. But to get this scholarship a student must have to have Indian citizenship!

Bombay Dreams:

A.R Rahman’s first international composition was a musical theatre named “Bombay Dreams” by Andrew Lloyd Webber in 2002. (Rahman and Kabir, 2011)It was about a stage musical theatre based on a story of a man of a slum of Bombay. This stage composition opened a new chapter for A.R Rahman. A.R was always curious to create the newness in music and the flavor of western orchestra was another chance for him to create something different.

Allah Rakha Rahman St:

A.R Rahman’s attained his one of the unique international achievements in 2013. A Street of Ontario in Canada was named after A.R Rahman’s name that was “Allah Rakha Rahman St.”

2.7: Voluntary initiatives by A.R. Rahman:

A.R Rahman’s kindness towards humanity led him come forward with significant voluntary initiatives. This type of one initiative by A.R Rahman is K.M Musical Conservatory in Chennai. Initially the plan was to keep the college free for the students. But then finally they decided to start the college in 2008 with admission in various departments of music like classical, carnatic, Sufi music, and rock instruments and so on. A.R Rahman’s tour to Los- Angeles, Los Vegas and to so many countries stimulated him to create a platform for the young fellows who want to come forward to music. Moreover about one thing he was worried about is that- there was no orchestra in India. He thought the students who would come out from KMMC would be a great asset for Indian music industry. That is the core reason behind Rahman’s initiative of KMMC. KMMC works with the collaboration with Middle Sex University, UK. This conservatory is also a great platform for the underprivileged children of India. There is opportunity of free musical education system in KMMC for the financially challenged kids of India.

2.8: Vision towards life:

A person turns into a brand with his developed thoughts and visions towards life. A.R Rahman is such a person who loves to observe rather than to speak. His pure visions have made him more sophisticated brand which turns into a consistent and immaterial factor.

Patience:

Since the very early age of life A.R Rahman has been patient towards the obstacles of life. His life could turn into totally a reverse direction. But because of his calmness and patience towards his work and life has made him what he is today. So, his one of the visions towards life is to keep himself pacified during the troublesome period. This vision is so significant to him that can be observed from his interview of Talks @ Google. There he was asked about the one wish he wanted his followers to fulfill. His answer was to see the world more patient. “More patience, more open, non judgmental - and the world would be a better place.

Spiritual life:

At one stage of A.R. Rahman’s life he was searching for the peace of life. According to Rahman he was finding the real God where he could surrender himself. Ten years after his father’s death in 1987 his mother came to meet a saint named Qadri Saheb. From that time their family and the saint had a good rapport. After one year they met that saint again and Rahman’s family were amazed to know more about Islam. Basically from that point of life Dilip Kumar started his new journey of life in Islam with the name Allah Rakha Rahman. After coming into the world of Sufism - the spirituality within his soul started to reflect in his songs. His being down to earth in nature is the reason of his spirituality. He introduced his first album, of Muslim devotional songs, titled Deen Isai Malai and the English album Set Me Free. Moreover some of his Sufi songs like Khwaja mere khwaja, Kun faya Kun, Maula mere maula, Piya haji Ali and so on. All these songs have taken special places in the listeners mind.

Rare combination of an aristocratic and humble personality - A.R Rahman:

A.R Rahman’s spiritual life has segregated him from the over materialistic desires. His one of the visions that actually represents him is to lead a simple life. Simultaneously being down to earth and turning into a highlighted person is not an easy task. This happened with A.R Rahman gradually in a subconscious process. According to A.R Rahman, whenever he thinks that a song is going to work he is wrong. He locks himself, keeps silent and wait for the exact tune which he thinks comes from his inner source.

Once in an interview he was asked what he will do if one day he loses his entire fame and name. His replied “It has come from Almighty and it will go directly to him if he wants to take.” This statement clearly states how much humble and surrendering he is by nature. On the other hand A.R Rahman has ample aristocracy in his work and behavior. He has dealt with a lot of foreign music directors smartly with his talent. His knowledge, wisdom, dedication and uniqueness in music are the references of aristocracy. So basically his vision is to hold the simplicity yet with aristocratic and charming music to the world.

2.3: A. R Rahman as a brand ambassador:

A.R Rahman has also been brand ambassadors for a region and two companies.

Seychelles’ cultural ambassador in India:

In 7th October 2015, Allah-Rakha Rahman has been named as a cultural ambassador for Seychelles in India. Mr. Rahman received his appointment certificate from the country’s vicepresident Danny Faure. This concept of honoring as cultural ambassadors is new and only eligible ones get this honor from Seychelles. (Online, 2015)

Casio’s Brand Ambassador:

In September 29, 2014 Japanese electronics firm Casio roped in A.R. Rahman as brand ambassador for its electronic musical instruments division. (Mathai, 2009)Association with Mr. Rahman helped it develop market and change its image as a high quality keyboard maker. While tying the knot with Mr. Rahman the main objective of Casio India Vice president Kulbhushan Seth was to increase the market growth of Casio as it was growing very slowly at that point of time. Moreover A.R Rahman’s motive was to help the upcoming young people interested to pursue music.

Brand ambassador of Airtel:

In 2002, A.R Rahman composed the ringtone of a telecom company that is Airtel. The tune was so melodic that it captured the attention of all the Asian countries. After the theme music of Airtel, the company roped A.R Rahman as their brand ambassador. This was also for the first Rahman signed to be a brand ambassador.

2.4: Comparison of His current and past music

Now -a day-s A.R Rahman is concern with the young folks of music. This is a new experience which gives him new plot to compose with new features. But at the same time some critics say that A.R Rahman’s present music does not have that melody like it did have in the past. For example A.R Rahman is conducting a new band NAFS which consists of the young girls and boys who have recreated some of the previous music of A.R Rahman in a very EDM form. (Mathai, 2009)As a result most people felt it not to be the right song. On the other hand A.R Rahman’s music with his orchestra “Sunshine” is excellent and amazing in their performances. So, basically now the fact is in the middle position that whether A.R Rahman’s music is degrading or upgrading day by day. In some cases- his music has been crossing the boundaries of his past records. Another fact is- his past compositions have taken in the minds of listeners so strongly that people start to judge his music with the previous ones.

Chapter 3: Methodology:

3.1: Research approach:

In every research there is a particular approach by which the whole research activities are implemented. There are basically two types of research approaches.

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Deductive Approach:

When the research activities are executed with the existing theories and creates hypothesis on the basis of those existing theories that is called deductive approach.

(Malhotra, 1999)

(Inductive Approach):

When a research is conducted with the observation and analysis of data and then comes to a new theory in the conclusion that is called inductive approach. (Malhotra, 1999) So, the very basic difference between these two approaches is - one deductive approach uses existing theory and interprets it and inductive approach creates new theory.

So, basically this research is based on the deductive approach because this has been done with the existing theories and information regarding A.R Rahman.

3.2: Research Design:

Before implementing a research process a specific structure is needed which works as a guideline for conducting the research and that structure is called research design. (Malhotra) It is also said to be the blueprint of research process. The major components of research like specifying information, determining the sample size, designing the questionnaire all had been included in this thesis paper.

3.3: Types of Research Design

Basically there are two types of research design. The first one is exploratory and the second one is conclusive. (Malhotra)

Exploratory research:

This is such kind of research design the objective of which is to give the insight of the study and make understand of the situation of the research. (Malhotra, 1999)In this research the sample size is very small with analysis of qualitative primary data. A characteristic of this type of research is - it does not give any conclusion.

Conclusive Research :

The main objective of this type of research is assisting the decision maker in determining, evaluating and selecting the best option in a given problem solving situation. (Malhotra, 1999)In this research the sample size is large with analysis of quantitative primary data. A significant factor of this type of research is - it has an ending point which means this research is conclusive.

After analyzing the patterns of both the research type was able to determine that this thesis paper was exploratory research because-

This research gives insight about A.R Rahman as a brand personality .

Qualitative data was being used in the questionnaire as primary data analysis. The sample size of the research was very small - only 45.

This paper did not came to any conclusion rather it added some understanding about A.R Rahman’s being turning on to a brand personality .

3.4: Data collection method:

In general data collection method is referred to be the way of collecting data needed for the research process. There are two types of data collection methods- qualitative data collection and quantitative data collection.

3.4.1: Qualitative data collection:

Qualitative data is referred to those types of data which cannot be measured and which is abstract. In this paper qualitative data has been mostly collected to make understand about the essence of personal branding through A.R Rahman. This qualitative data was mostly secondary data. Various types of journals, interviews, facebook pages, books etc were the sources of qualitative data. Moreover the questionnaire that had been designed was also on the basis of qualitative data.

3.4.1: Quantitative data collection:

Quantitative data are those types of data which can be measured or counted. So when a research needs to work with numerical data then it goes for quantitative data collection. In this thesis paper quantitative data had been totally ignored as the research was exploratory and the purpose was to make people understand the study.

3.5: Sampling Method:

The sampling technique and the size of the sample had been stated in this section.

Sampling Technique:

There must be a specific technique to select the elements of the particular sample of research. There are basically two types of sampling techniques. They are non-probability sampling technique and probability sampling technique.

There are also some classifications of probability and non probability sampling. One of the classifications of Non Probability sampling -judgmental sampling had been used. Judgmental sampling is a type of non probability sampling in which the elements of the sample are purposely selected based on the judgment of the researcher. In this particular research, the respondents had been selected on the basis of my choice and judgment. I provided the questionnaire to those whom I considered would know much about A.R Rahman and brand.

Sample size:

To collect some qualitative data regarding A.R Rahman’s music and personality this research had to conduct with 45 respondents as sample.

3.6: Reliability, validity and generalization:

In a research reliability of data means the reliability of the data sources. It has a huge impact in the whole research process because if the secondary sources are not reliable the whole research stands in front of a question mark. In this thesis paper it was observed with keen awareness that the data sources were consistent enough to use in this paper. Validity refers to the appropriateness of data in a particular research. This validity was also a part of this particular research as the data were checked several times before implementing them in this research. Lastly generalization of data means the larger view of the whole data.

3.7: Ethical Issues:

Ethical issue of a research paper does not refer to the ethical standard of the researcher only. The ethical response of a respondent is also a concern. While conducting the research paper the ethical issues were highly considered. A.R Rahman on whose background the research of personal branding had been conducted was not someone about who people would response unethically. Still there might have a very little portion of misleading information but that could not create any unethical issue in the paper.

3.8: Research limitation:

In any kind of research there are always some limitations while preparing the research paper. And this paper was not distinct from the other ones.

The first limitation of this research was not having the chance of direct communication with object of the study. Most of the data had been collected from his previous interviews and many other journals.

Though the consistency of the secondary data was carefully observed still the wrong information in all the websites might include unconscious error in the research. Some answers from the respondents might seem really unrealistic yet they had to be included in the paper. As a result there might be a small portion of wrong impact in the study.

In spite of having some limitations this research paper was done with valid information with honesty and dedication which was the key requirement before preparing the paper.

3.8: Timetable:

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3.9: Summary of the chapter:

After the overall discussion of this chapter the research paper can come to a summary that in this chapter the overall process of finding data collection, the sampling technique and sample size had been stated specifically. Basically the elaborated information of literature review chapter was the base of working the farther research and analyzing the qualitative data. Also the ethical issues, validity and some limitations were also specified in this section.

Chapter 4: Data Analysis and Findings:

4.1: Introduction:

The previous chapter of this paper was the methodology of the research. And here in this chapter the collected data analysis and findings were evaluated. There were 45 respondents while collecting the data and the process was questionnaire with ten questions.

4.2: Data Analysis:

Data analysis in a research project means to collect data, filter and interpret them, transform them into information and then use them in the research process. In this particular research a list of 10 questions in the questionnaire was presented before the respondents. After collecting the answers of the respondents the research came to a gist on the basis of the results of the questionnaire.

4.2.1: Question 1:

Do you know musician A.R. Rahman?

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4.2.1.1: Analysis and Findings:

From the survey it has been shown that out of 45 respondents all them being asked if they knew A.R Rahman everybody’s answer was yes.

4.2.2: Question 2:

When did you first listen to his music?

4.2.2.1: Analysis and Findings:

In the survey most of the respondents were of 90’s young people. They were asked when they first listened to A.R Rahman’s music. Most of them said that they listened to A.R Rahman’s music ten to twelve to 14 years before. That means they had been listening to A.R Rahman since 2002 or 2004 to 2005. So it can be stated that A.R Rahman turned into a well known musician among the young generation of today after 2000.

4.2.3: Question 3:

A.R. Rahman’s music is different from the traditional ones.

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4.2.3.1: Analysis and Findings:

Here it has been seen that among 45 respondents 28 strongly agreed that A.R Rahman’s music is distinct from the traditional ones. 11 people agreed with the statement, 5 respondents were neutral and only 1 person disagreed with the fact that A.R Rahman’s music is different from the traditional ones. So, analysis goes in a positive way as most of the respondents were positive with the statement.

4.2.4: Question 4:

A. R. Rahman’s music is the reflection of his spiritual personality

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4.2.4.1: Analysis and Findings:

In the second chapter of the paper that is in literature review it has been seen that spirituality has a great influence on A.R Rahman’s music and lifestyle. In the survey the respondents were asked about this spiritual fact. Here also majority of the respondents agreed with the immense influence of spirituality in Rahman’s music. 32% respondents strongly agreed with the fact, 45% agreed, 14% respondents could not judge the fact , 4 persons could not relate spirituality to his music and one person skipped the question. So again the majority went with the statement positively.

4.2.5: Question 5:

A.R. Rahman deserves to be the Oscar winner of background score of movie “Slumdog Millionaire”.

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4.2.5.1: Analysis and Findings:

One of the significant questions of the questionnaire was if A.R Rahman deserved to be the Oscar winner. 20 respondents agreed with the fact, 14 were rigidly agreed, 6 respondents did not have any opinion and somehow 4 persons thought that A.R Rahman did not deserve to receive the Oscar. Still this section of the questionnaire provided a positive result. And majority agreed with the statement that A.R Rahman deserved to be the Oscar winner.

4.2.6: Question 6:

A.R Rahman is a musician with strong point of difference in his extraordinary music.

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4.2.6.1: Analysis and findings:

As it has been stated in the chapter literature review that A.R Rahman broke the clutter of music by the point of difference associations in his music the result of this questionnaire analysis is strongly positive. 17 or 45 respondents strongly agreed with the question statement, 24 of them agreed positively and 7 people were neutral. So after piling up the responses it showed a positive result for the research.

4.2.7.: Question 7:

Do you still recall A.R Rahman’s 90’s movie songs like “Roja”, Bombay” or “Taal”?

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4.2.7.1: Findings and Analysis:

Here it has been seen that most of the respondents could recall the older songs. 84% of the total respondents could recall the songs and 16% could not recall them easily. So basicall A.R Rahman’s brand is still recalled by his older creations.

4.2.8: Question 8:

A.R Rahman’s nurturing with technology and a synthesizer is one of the greatest reasons of his works.

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4.2.8.1: Findings and Analysis:

There was a little bit mixed answer of this question as it was quiet complicated to determine whether technology was one of the greatest reasons of A.R Rahman’s work or not. 20% respondents were very much positive with the statement, 42.22% agreed with the statement, 26.67% of the total respondents could not judge the statement, a little portion that is 8.89% disagreed with the statement and only 1 respondent strongly disagreed.

Question 9:

Which of the following criteria of brand element do you think A.R Rahman and his music possess?

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4.2.9.1: Findings and Analysis:

There are some brand elements of a brand which makes the brand remarkable. It was very interesting to see that 40% of the total respondents believed A.R Rahman possessed the entire given brand elements and they are likeable, memorable, meaningful and adaptable. 27% of them felt A.R Rahman’s music to be memorable, 11% thought his music had the likable element and only 2% of the total respondents’ opinion about Rahman’s brand element was to be adaptable.

Question 10:

Which of the following brand personality trait do you think A.R Rahman possess?

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4.2.10.1: Findings and Analysis:

When respondents were asked about which brand personality traits A.R Rahman possessed most of them that is 51.11 mentioned about being sophistication trait personality possessor. 35.56% of them considered that he had the trait being sincere in his personality. 11.11% respondents thought Rahman and his music had the competence in brand personality, a little portion that is 2.22% felt his music to be in the excitement trait. Here the interesting fact was no one felt A.R Rahman possessed the ruggedness brand personality.

4.3: Summary of the Chapter:

This chapter is based on the survey that was conducted upon 45 respondents. The purpose of the survey was to get the majority opinion regarding some significant factors of A.R Rahman, his music and his brand personality. Overall this study found a positive result from the respondents answers which at the end helped to achieve the desired objective of the research.

Chapter 5: Conclusion and Recommendation:

5.1: Conclusion:

A.R Rahman’s lifestyle and his personality, norms and attitudes had been discussed in the literature review chapter of this thesis paper. In the last chapter of the thesis paper that is in the conclusion there has been linked up the stated objectives that have been achieved. Some recommendations have also been stated in the conclusion.

5.1.1: Linking the Objectives with the Conclusion:

The objectives that were set with a view to achieving had been linked up in this conclusion portion to assure that they had been achieved.

Objective 1:

To represent the spiritual reflection in A.R Rahman’s music:

The first objective of this research was to achieve the existence of spirituality in A.R Rahman’s music. First of all in the literature review chapter there were some portions which elaborated the spiritual lifestyle of A.R Rahman. And in question no 4 in of the questionnaire there was a statement “A. R. Rahman’s music is the reflection of his spiritual personality.” It was found from the survey of this statement that 14 people strongly agreed to the statement, 20 people agreed, 6 people were neutral and only 4 people were disagreed to the statement. So from the survey of this statement the research paper was able to achieve the objective to represent the spiritual reflection in A.R Rahman’s music.

Objective 2:

To identify the brand personality trait of A.R Rahman:

The second objective of the research paper was to identify the brand personality trait of A.R Rahman. The last question was included in the questionnaire to find out the existing majority personality traits of A.R Rahman. In the survey of question no 10, respondents were asked which personality traits they thought would A.R Rahman possess. It was found that 23 out of 45 people thought A.R Rahman possessed the personality trait of sophistication. Moreover it was stated in the literature review chapter of the thesis that “A.R Rahman is rare combination of aristocracy and simplicity.” 16 people thought that he was sincere from the personality trait perspective. 5 people judged his personality trait to be competent and only one person thought A.R Rahman had excitement in personality trait. So the objective of identifying A.R Rahman’s personality trait was achieved. It came up with the result of majority personality trait with sophistication, then sincere, then competence and a very small portion of excitement. Most importantly nobody thought that he had any negative personality trait and so nobody chose the ruggedness option of personality trait.

Objective 3:

Identifying the scope and limitations of A.R Rahman (if exist) as a brand:

The last objective of the research paper was to identify the scope and limitations of A.R Rahman as a brand. To achieve this objective the research process had to go through question 5, 7, 8 and question 9. The first scope of A.R Rahman as a brand is people can still recall his previous works. In question no 7 the respondents were asked if they could recall A.R Rahman’s 90’s music like Roja, Bombay and so on. Among 45 respondents 37 of them could recall A.R Rahman’s previous musical work. From this particular survey one scope of A.R Rahman as a brand was found and that was his brand recall. If A.R Rahman again starts to create the music like the previous ones it will grab the attention of the listeners again like it did before.

The second scope and a little bit of limitation of A.R Rahman as a brand would be identified from question no 8 and that was a sta tement- “A.R Rahman’s nurturing with technology and a synthesizer is one of the greatest reasons of his works.” There was a mixed response from the respondents of this statement. 8 among 45 people strongly agreed to the statement, 19 respondents agreed to the statement, 12 people were neutral to the statement, 4 disagreed and one person strongly disagreed. So, it has been found from the survey that there is both scope and limitation of technology for A.R. Rahman according to the respondents.

Another scope of A.R Rahman as a brand that was found from the survey of question no 9 was the existence of brand elements in him. The respondents were asked about which brand elements they thought to be existed in A.R Rahman. They had a kind of mixed reaction. 18 out of 45 people though that A.R Rahman had all the brand elements - likeable, memorable, meaningful and adaptable. 12 respondents found A.R Rahman’s music to be memorable. 9 people thought A.R Rahman had the brand element of meaningfulness. 5 people thought it was likable and only 1 person considered his music adaptable.

So the gist states that the third objective of identifying scopes and limitations of A.R Rahman has also been achieved.

5.2: Recommendations:

From the overall research it has been established that A.R Rahman turned into a brand personality through his unique approaches towards work and personality traits. Still there can be some recommendations for A.R Rahman so that his brand personality can sustain and increase which in a more positive way.

Creating music like 90’s:

From the survey and the other chapter’s analysis it was found that A.R Rahman’s extraordinary works were done in 90’s mostly. So if he can go into a zone of that 90’s music he can create more melodious and soothing music which will enhance his musical brand personality dramatically.

Focus on personal composition:

In the literature review chapter it was stated that A.R Rahman’s band NAFS had a mixed reaction from the listeners. So a recommendation for A.R Rahman as a brand can be to focus on his personal composition like making his own album.

Composing with his orchestra:

A.R Rahman had been leading a musical college K.M Musical Conservatory. The musical college has an orchestra who are being trained by the professionals hired from different countries. If A.R Rahman makes this orchestra effective he can add a point of difference in his musical brand personality. As a result it will help him sustain and also enhance his brand personality in the musical industry and as a whole.

Appendix:

1. Do you know musician A.R. Rahman? a.) Yes b) No

2. When did you first listen to his music?

3. A.R. Rahman’s music is different from the traditional ones.

a) Strongly agree b) agree c) Neutral d) disagree e) Strongly disagree

4. A. R. Rahman’s music is the reflection of his spiritual personality

a) Strongly agree b) agree c) Neutral d) disagree e) Strongly disagree

5. A.R. Rahman deserves to be the Oscar winner of background score of movie “Slumdog Millionaire”

a) Strongly disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

6. A.R Rahman is a musician with strong point of difference in his extraordinary music.

a) Strongly disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

7. Do you still recall A.R Rahman’s 90’s movie songs like “Roja”, Bombay” or “Taal”?

a) Yes b) no

8. A.R Rahman’s nurturing with technology and synthesizers is one of the greatest reasons of his works.

a) Strongly disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

9. Which of the following criteria of brand element do you think A.R Rahman and his music possess?

a) Likeable b) Meaningful c) Memorable d) Adaptable e) All these four.

10. Which of the following brand personality trait do you think A.R Rahman possess?

a) Sincerity b) Excitement c) Competence d) Sophistication e) Ruggedness

References

1. Clifton, R., Simmons, J. and Ahmad, S. (2003). Brands and branding. London:

2. dna. (2015). AR Rahman launches new keyboard model at his school in Chennai | Latest News & Updates at Daily News & Analysis. [online] Available at: http://www.dnaindia.com/entertainment/report-ar-rahman-launches-new-keyboard- model-at-his-school-in-chennai-2134049 [Accessed 1 Apr. 2016].

3. Heidi Cohen. (2011). 30 Branding Definitions - Heidi Cohen. [online] Available at: http://heidicohen.com/30-branding-definitions/ [Accessed 31 Mar. 2016

4. http://equipboard.com/pros/a-r-rahman/harpejji-k24, (2016). [image].

5. https://www.youtube.com/watch?v=2XXM6fc0zzw, (2016). [image].

6. https://www.youtube.com/watch?v=gaQqIoV_aLY, (2016). [image].

7. https://www.youtube.com/watch?v=rdPi13FpvB0, (2016). [image].

8. https://www.youtube.com/watch?v=srJOdgf1Z-A, (2016). [image].

9. Indiannerve.com. (2016). A. R. Rahman Uses Intel ’ s Curie-based Technology To Make Music Out of Thin Air at CES 2016 | Indian Nerve. [online] Available at: http://indiannerve.com/a-r-rahman-uses-intel-curie-based-technology-to-make-music-out- of-thin-air-at-ces-2016-21572/ [Accessed 1 Apr. 2016].

10. Keller, K. (1998). Strategic brand management. Upper Saddle River, N.J.: Prentice Hall.

11. Malhotra, N. (1999). Marketing research. Upper Saddle River, NJ: Prentice Hall.

12. Mathai, K. (2009). A.R. Rahman. New Delhi: Viking.

13. Montoya, P. and Vandehey, T. (2002). The personal branding phenomenon. [Santa Ana, CA]: [Peter Montoya Inc.].

14. Music Aloud. (2009). Instruments of the World – The Continuum Fingerboard. [online] Available at: http://www.musicaloud.com/2009/02/19/continuumfingerboard/ [Accessed 1 Apr. 2016].

15. Online, F. (2015). AR Rahman becomes Seychelles ’ cultural ambassador in India. [online] The Financial Express. Available at: http://www.financialexpress.com/article/lifestyle/travel- tourism/ar-rahman-becomes-seychelles-cultural-ambassador-in-india/148719/ [Accessed 31 Mar. 2016].

16. Rahman, A. and Kabir, N. (2011). A.R. Rahman. New Delhi: Om Books International.

17. Uhlmann, A. (2005). Branding. London: Kogan Page.

Details

Pages
47
Year
2016
ISBN (Book)
9783668265530
File size
681 KB
Language
English
Catalog Number
v336532
Institution / College
University of Dhaka
Grade
3.2
Tags
personal branding branding brand A.R. Rahman

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Title: How a person turns into a  brand. A Study on A.R. Rahman