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Branding Artists and Arts Organizations

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Branding Artists and Arts Organizations Branding Artists and Arts organizations Turn your brand into a destination you want to be. Master Thesis Sibelius Academy Arts Management Spring 2009 Zhanna Vilpponen 2(100) ABSTRACT × Thesis 1 Written work Title Number of pages Branding Artists and Arts Organisation 100 Author Semester Zhanna Vilpponen Spring 2009 Degree programme Programme option Master Degree Programme in Arts Management Abstract The objectives of this thesis was to find out if branding theory from commercial sector can be modified and applied to an arts sector without compromising artistic integrity. It also emphasise on encouragement of arts institution, arts managers and individual artists to apply branding principles in to their own organization or an individual art project. To justify to the arts community that branding is a very beneficial marketing tool that can explore their opportunity to enjoy the rest of their artistic life. To provide guidance on how and why to brand arts through good case examples about distinctive artists such as pop icon Madonna, great arts institution Victoria& Albert museum and former Finnish opera house the Alexander Theatre . To let arts organizations, art mangers and individual artists to understand why branding is important and how they can really apply it into practice. Brand is also an intellectual property and a financial asset, example of a great Finnish composer Jean Sibelius brand as an intellectual property whose wealth inherited by his family after death of the composer had been also introduced. The analytical research method of my study was qualitative. In my thesis I was not providing any statistical generalization of my findings within the frames of this project. The theoretical framework was based on branding literature which reflects the theory of branding process proposed by five different scholars of branding concepts, such as D. Aaker, D.Knapp, J.Kunde, T.Gad, D.Andrew, D.B.Holt and Keller. I studied and analyzed different approaches and theory proposition of the branding processes models of mentioned above authors, which helped me to construct the framework of comparison, co- relation of these models and its practical application into various arts organizations and individual artists in a case study form. In addition the theoretical frameworks was also constructed as a combination of several branding issues, its analysis and elaborate explanations of brand identity, core and extended identity, brand as an organization, brand as a person, Iconic and cultural brands, brand strategy proposition, brand as an intellectual property and financial asset and so on. I also answered the questions of what is brand, why to brand it and how to brand it in the art sector. In conclusions, the results of the study indicated that branding theory, models and its concepts are really applicable into the arts sector, and can be really encouraged to be used by arts organizations, arts managers and artists themselves. Keywords: Branding, cultural icon, brand identity, brand architecture, brand portfolio, brand equity, brand models, brand promise, brand blueprint, brand strategy Additional information: Storytelling, brand as an intellectual property and financial asset. 3(100) Table of contents ABSTRACT .............................................................................................................................................. 2 Introduction.............................................................................................................................................. 4 The structure of the thesis ..................................................................................................................... 5 1. Branding and the arts .......................................................................................................................... 6 1.1. What is brand? ............................................................................................................................... 6 1.2. What are cultural icon and/or an iconic brand? .............................................................................9 1.3. Why branding the arts? ................................................................................................................ 15 1.4. Brand as an intellectual property and financial asset................................................................... 18 1.5. Brand Identity .............................................................................................................................. 20 1.5.1. Brand identity attributes........................................................................................................24 1.6. Visualization of the brand............................................................................................................ 28 1.7. Value proposition......................................................................................................................... 29 1.8. Storytelling................................................................................................................................... 32 1.9. Brand architecture........................................................................................................................ 33 1.10. Measuring brand equity ............................................................................................................. 34 1.11. Building a brand strategy ........................................................................................................... 35 2. Branding Models................................................................................................................................ 39 2.1. Aaker’s ‘Brand Identity Planning model’....................................................................................40 2.2. Andrew’s ‘Brand Values hierarchy’ model ................................................................................. 43 2.3. Knapp ‘The brand strategy doctrine process’ model ................................................................... 44 2.4. Gad’s 4 D model, Brand Mind Space™ ...................................................................................... 45 2.5. Duane E. Kunde ‘Brand as Corporate religion’ model................................................................ 46 2.6. ‘Internal and external brand building process’ model ................................................................. 47 2.7. Conclusion on the branding models part...................................................................................... 49 3. Research Methodology....................................................................................................................... 51 3.1. The selection of the research approach........................................................................................ 51 3.2. Data collection method ................................................................................................................ 53 3.2.1. Context of data collection .....................................................................................................54 3.2.2. Validity and reliability of the analysis ..................................................................................55 4. Case studies ........................................................................................................................................ 56 4.1. Branding Arts Organizations ....................................................................................................... 56 4.1.1. Victoria and Albert museum Brand..................................................................................57 4.1.2. Alexander Theatre Brand ..................................................................................................67 4.2. Branding Artists ........................................................................................................................... 74 4.2.1. Madonna as an Iconic Brand .............................................................................................74 5. Conclusion.......................................................................................................................................... 88 Sources: .................................................................................................................................................. 91 Appendix 1 Summary of branding models .............................................................................................. 95 Appendix 2. Logos of Arts Institutions and Individual Artists ............................................................... 96 Appendix 3 Brand symbols................................................................................................................... 98 Appendix 4 Madonna’s brand portfolio.................................................................................................. 99 Appendix 5 Measurement example at V&A and/or KPI (Key Performance Indicator)........................ 100 4(100) Introduction The starting point of this thesis intention is about branding arts organizations and individual artists. The objectives of this thesis is to find out if branding theory derived from commercial sector can be modified and applied to an arts sector and how Arts Management professionals can apply branding tools into arts organization’s brand management. Branding in the arts sector is not a phenomenon, but a new paradigm that can be analyzed, used and developed
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