Change search
ReferencesLink to record
Permanent link

Direct link
Artisters identitet och image - ett varumärkesperspektiv
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Artists’ identity and image – a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:

 Identity and image when people are viewed as brands

 What specifically characterizes the image of the artists when they are seen as brands and what it might mean that artists are considered as brands

 How artists identity and image can be highlighted, shaped, influenced and how it can change

In this study we have used a qualitative approach to get the topic in depth and gain a greater understanding for the subject. The essay has been characterized by an abductive approach. The collected empirical material consisted of seven interviews with people who have good insight into the music business and/or brands. Six of these interviews were made face-to-face and one of them was implemented by email. The study has shown that it is more common today to consider artists as brands. It has also become more common to think “outside the box” when record sales are no longer the obvious source of income. It is important that artists find their unique basis that imbues everything they do to create a unified and strong brand.

Place, publisher, year, edition, pages
2012. , 80 p.
Keyword [en]
brand, identity, image, artist, music business, personal brands, authenticity, co-branding
Keyword [sv]
Varumärke, identitet, image, artister, musikbranschen, personliga varumärken, autenticitet, co-branding
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-16875OAI: diva2:479440
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2012-01-26 Created: 2012-01-17 Last updated: 2012-01-26Bibliographically approved

Open Access in DiVA

fulltext(1040 kB)381 downloads
File information
File name FULLTEXT01.pdfFile size 1040 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Broman, KristoferFransson, Emil
By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 381 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 412 hits
ReferencesLink to record
Permanent link

Direct link