Grand Valley State University ScholarWorks@GVSU Honors Projects Undergraduate Research and Creative Practice Fall 2010 A Study of Lady Gaga’s Brand, Branding Techniques, and Their Application to Other Brands Megan E. Carter Grand Valley State University Follow this and additional works at: http://scholarworks.gvsu.edu/honorsprojects Part of the Business Commons Recommended Citation Carter, Megan E., "A Study of Lady Gaga’s Brand, Branding Techniques, and Their Application to Other Brands" (2010). Honors Projects. 54. http://scholarworks.gvsu.edu/honorsprojects/54 This Open Access is brought to you for free and open access by the Undergraduate Research and Creative Practice at ScholarWorks@GVSU. It has been accepted for inclusion in Honors Projects by an authorized administrator of ScholarWorks@GVSU. For more information, please contact
[email protected]. Running head: LADY GAGA’S BRAND AND BRANDING TECHNIQUES 1 A Study of Lady Gaga’s Brand, Branding Techniques, and Their Application to Other Brands Megan E. Carter Grand Valley State University LADY GAGA’S BRAND AND BRANDING TECHNIQUES 2 A Study of Lady Gaga’s Brand, Branding Techniques, and Their Application to Other Brands Introduction and Research Question As far as breakout musicians go, few artists have had quite the zero-awareness to ubiquity time- warp of Lady Gaga. As far as brands go, few marketers of any kind have leveraged social media the way she has to drive sales of their core product – in her case, albums and digital singles. (Hampp, 2010, p. 42) The ideas presented in this quote, from the Advertising Age article “Gaga, Oooh La La: Why the Lady Is the Ultimate Social Climber,” inspired this project.