IDEAS home Printed from https://ideas.repec.org/a/aes/icmbdj/v1y2018i2p92-98.html
   My bibliography  Save this article

Building a Brand in the Romanian Music Industry

Author

Listed:
  • VIANU Yardena

    (The Bucharest University of Economic Studies)

  • CONSTANTINESCU Mihaela

    (The Bucharest University of Economic Studies)

  • CÄ‚ESCU Ștefan-Claudiu

Abstract

The music industry has reached a turning point, represented by the moment when it ceased to be just an auxiliary element, and has begun to become a product itself. In the same note, the role of the artist has changed, and it has become increasingly important to the point where it has come to be seen as a brand. This paper focuses on building a musical brand in the Romanian industry. Thus, starting from the branding theory, especially that of personal branding, plus the results of a qualitative research on the Romanian market, a series of strategies are proposed through which new artists can build a brand, and those already consecrated and can improve it.

Suggested Citation

  • VIANU Yardena & CONSTANTINESCU Mihaela & CÄ‚ESCU Ștefan-Claudiu, 2018. "Building a Brand in the Romanian Music Industry," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 92-98, December.
  • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:92-98
    as

    Download full text from publisher

    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2018/ICMBDJ_V2_2018_52.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Olivier Driessens, 2013. "Celebrity capital: redefining celebrity using field theory," LSE Research Online Documents on Economics 55743, London School of Economics and Political Science, LSE Library.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Canavan, Brendan, 2020. "Let's get this show on the road! Introducing the tourist celebrity gaze," Annals of Tourism Research, Elsevier, vol. 82(C).
    2. Danting Cao & Yike Yu, 2023. "Top management team stability and enterprise innovation: A chairman's implicit human capital perspective," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2346-2365, June.
    3. Kamilla Marchewka-Bartkowiak & Karolina Anna Nowak & Michał Litwiński, 2022. "Digital valuation of personality using personal tokens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1555-1576, September.
    4. Christopher Wright & Daniel Nyberg, 2022. "The Roles of Celebrities in Public Disputes: Climate Change and the Great Barrier Reef," Journal of Management Studies, Wiley Blackwell, vol. 59(7), pages 1788-1816, November.
    5. Olivier Driessens, 2015. "On the epistemology and operationalisation of celebrity," LSE Research Online Documents on Economics 62291, London School of Economics and Political Science, LSE Library.
    6. Michael Carney & Marleen Dieleman, 2024. "See who I know! Addressing the liabilities of outsidership through status signaling," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(3), pages 377-395, April.
    7. Zhongxuan Lin & Yupei Zhao, 2020. "Beyond Celebrity Politics: Celebrity as Governmentality in China," SAGE Open, , vol. 10(3), pages 21582440209, July.
    8. Klostermann, Jan & Meißner, Martin & Max, Alexander & Decker, Reinhold, 2023. "Presentation of celebrities’ private life through visual social media," Journal of Business Research, Elsevier, vol. 156(C).
    9. Olivier Driessens, 2014. "Theorizing celebrity cultures: thickenings of celebrity cultures and the role of cultural (working) memory," LSE Research Online Documents on Economics 55740, London School of Economics and Political Science, LSE Library.
    10. Manel Khedher, 2019. "Conceptualizing and researching personal branding effects on the employability," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 99-109, March.

    More about this item

    Keywords

    Music Industry; Branding; Brand Dimensions.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:92-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.