| Title |
Asmens prekės ženklo formavimo ypatumai muzikos rinkoje (Lietuvos muzikos atlikėjų pavyzdžiu) / |
| Translation of Title |
Peculiarities of personal branding in music market (case study of Lithuanian performers). |
| Authors |
Tijūnaitienė, Rigita ; Vaicekauskaitė, Aušra ; Bersėnaitė, Jurgita ; Petukienė, Evandželina |
| Full Text |
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| Is Part of |
Ekonomika ir vadyba: aktualijos ir perspektyvos. 2010, Nr.2(18). ISSN 1648-9098 |
| Keywords [eng] |
Personal brand ; Stages of personal branding process ; Music market ; Performer |
| Abstract [eng] |
The theoretical and practical aspects of persona l branding in Lithuanian music market are analysed in the article. In the scientific and popular literature personal brand is analysed in the context of variou s professional sectors, e.g. sports, music, politics. The need of its building is particUlarly noticeable in entertainment industry – in the case of popmusic performers (“stars”). According to Cerneviciute (2007, p. 183), popmusic is sold and marketable only through the performer whom the brand is attributed to. Through personal branding in music market, the performer becomes a competitive “commodity” that could be easily identified among various other “commodities” and gain the image of consumer production. [...]. |
| Type |
Journal article |
| Language |
Lithuanian |
| Publication date |
2010 |
