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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
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    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2018/ICMBDJ_V2_2018_52.pdf
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    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.
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    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

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