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Assessing brand Ghallywood: A study of the elements that constitute and characterize the Ghanaian film industry

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dc.contributor.author Akrofi, Daniel Ansah
dc.date.accessioned 2017-03-24T13:29:58Z
dc.date.available 2017-03-24T13:29:58Z
dc.date.issued 2013-4
dc.identifier.uri http://hdl.handle.net/20.500.11988/95
dc.description Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013 en_US
dc.description.abstract This paper explores the history, current state, and possible future of the Ghanaian film industry, by assessing its strengths, weaknesses and opportunities. By treating the Ghanaian film industry like a brand, this paper researched and discussed brand assets that could be leveraged to make the industry more marketable to an international audience. Findings showed that the industry's biggest assets lie in the nation's unique traditions, human capital, and cultural values. This paper recommends that filmmakers adopt new business models, work with government to create a foundation that provides filmmakers with capital, and finally, lobby for the passing of the film bill that has remained with parliament for nearly a decade now. en_US
dc.description.sponsorship Ashesi University College
dc.language.iso en en_US
dc.subject Ghana en_US
dc.subject film industry en_US
dc.subject brands en_US
dc.subject assets en_US
dc.subject image en_US
dc.subject marketing en_US
dc.title Assessing brand Ghallywood: A study of the elements that constitute and characterize the Ghanaian film industry en_US
dc.type Thesis en_US


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