Building a Brand in the Romanian Music Industry

Yardena Vianu (), Mihaela Constantinescu () and Ștefan-Claudiu Cä‚escu ()
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Yardena Vianu: The Bucharest University of Economic Studies
Mihaela Constantinescu: The Bucharest University of Economic Studies

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 2, 92-98

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.

Keywords: Music Industry; Branding; Brand Dimensions. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:1:y:2018:i:2:p:92-98

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