Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.
Jaime Mendoza-Nava (1925-2005) was an important Bolivian composer. In addition to writing music for the concert stage, he worked as a composer of film music in Los Angeles during the second half of the twentieth century. His life and work remain greatly unstudied, with the majority of his compositions existing only in manuscript form. The present study surveys the available biographical information on the composer and supplements it with new data collected through interviews with the composer’s family. The information presented here focuses on the composer’s American period as well as his personality traits. The study also examines the development of musical nationalism in Bolivia and other important aspects of Bolivian culture and society, thus creating a historical context through which key influences on the composer are identified. This historical and cultural information also contributes to an examination of Mendoza-Nava’s song cycle País de sombra (1988). A close study of this work reveals Mendoza-Nava’s sensitive setting of the poetry of Ricardo Jaimes Freyre (1868-1933) and his musical references to his Bolivian heritage. A recording of the song cycle by soprano Andrea Ramos and the current author and an edited copy of the musical score conclude the study.