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| Tekijä: | Schroeder, J.E. |
| Otsikko: | The artist and the brand |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:11-12, p. 1291-1305 |
| Asiasana: | arts brands marketing strategy case studies |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to argue that greater awareness of the connections btw. the traditions and conventions of visual art and the production and consumption of images leads to enhanced ability to understand branding as a strategic signifying practice. Several prominent, successful artists served as case studies to illuminate the potential for insights into the interconnections btw. art, branding, and consumption by turning to art history and visual studies. It is found that successful artists can be thought of as brand managers, actively engaged in developing, nurturing and promoting themselves as recognizable "products" in the competitive cultural sphere. |
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