1 New York Film Academy, USA.
2 The Velvet Expression, Lagos, Nigeria.
Review Article
World Journal of Advanced Research and Reviews, 2022, 14(01), 624-631
Article DOI: 10.30574/wjarr.2022.14.1.0280
Received on 23 February 2022; revised on 24 April 2022; accepted on 27 April 2022\
This paper provides a comprehensive analysis of the evolution of branding in the performing arts, tracing its historical roots and examining contemporary strategies influenced by digital media and technology. The study explores the application of branding theories, such as Aaker’s Brand Equity Model and Keller’s Customer-Based Brand Equity model, to understand how performing arts organizations create and sustain strong brands. Through case studies of successful branding campaigns like the Royal Opera House and "Hamilton," the paper highlights innovative practices and challenges modern branding faces, such as content oversaturation and maintaining artistic integrity. Additionally, a conceptual framework is developed to analyze the impact of cultural, technological, and economic factors on branding evolution. Comparative insights from other industries, including entertainment, fashion, and technology, provide a broader context for understanding branding strategies. The paper concludes with practical recommendations for effective branding in the performing arts, emphasizing the importance of authenticity, digital engagement, and adaptability to technological advancements.
Performing Arts Branding; Digital Media; Brand Equity; Branding Theories; Cultural Impact
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Chinweizu Oham and Onyinye Gift Ejike. The evolution of branding in the performing arts: A comprehensive conceptual analysis. World Journal of Advanced Research and Reviews, 2022, 14(1), 624-631. Article DOI: https://doi.org/10.30574/wjarr.2022.14.1.0280