Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015

The UP brand is already known all over the Philippines but the UP Mindanao brand is not recognized even in the island of Mindanao. It was then the goal of this study to establish that brand through the use of audio branding with the help of the soundscapes of the university. The researcher employed a qualitative approach in collecting and analyzing the data. Document Reviews, Focus Group Discussion and Key Informant Interviews were conducted on the constituents of the university to determine the appropriate brand that the university wanted to portray. Thematic Analysis was used to analyze the data that was gathered. There were four themes that were identified. They are: UP Mindanao is known because of its UP name. it is already a prominent institution in Davao City but not in Mindanao, A Public Service and Research Oriented University that caters the Filipino people, especially in Mindanao, by providing high quality and affordable education, relevant service and extension programs and development of Mindanaoan Culture and Arts, UP Mindanao takes pride in being one with nature and their culture and UP Mindanao is an Institution that is on its developing years but promotes peace and harmony to the society. The fourth was used as the basis of the musical composition and the other themes were also featured in the different parts of the composition. The composition also featured the soundscapes that were recorded and identified during the data gathering process.