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Artistic Brand or Brand with Art?

Karlsson, Johanna LU ; Yao, Xinyi; Cetino, Melissa and Lu, Meiru (2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182
Department of Business Administration
Abstract (Swedish)
Purpose: This article explores the relation between brands and the use of art, and in which way art helps brands in expressing their values and identity. Furthermore, this article will identify the components that characterize Artistic Brands and Brands with Art. Design/Method/Approach: A qualitative approach will be used, and data will be drawn from six different case studies of brands collaborating with art. The focus will be upon visual art. Findings: The findings of this study have identified five components that are of importance in brand and art collaborations. These components have further been used to establish differences between the concepts of Artistic Brands and Brands with Art.
Research limitations/implications: This article... (More)
Purpose: This article explores the relation between brands and the use of art, and in which way art helps brands in expressing their values and identity. Furthermore, this article will identify the components that characterize Artistic Brands and Brands with Art. Design/Method/Approach: A qualitative approach will be used, and data will be drawn from six different case studies of brands collaborating with art. The focus will be upon visual art. Findings: The findings of this study have identified five components that are of importance in brand and art collaborations. These components have further been used to establish differences between the concepts of Artistic Brands and Brands with Art.
Research limitations/implications: This article is constricted to the alcohol industry, and only focus on visual art. There is a possibility for future research to expand this narrow approach to other sectors and to see how other forms of art influence brands.
Originality/Value: The framework identified in this study provides a new theoretical approach that analyzes brand and art collaborations. The research fills in the gap of exploring brand and art cooperation within the alcohol industry. It has prominent significance in characterizing Artistic Brands and Brands with Art. (Less)
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author
Karlsson, Johanna LU ; Yao, Xinyi; Cetino, Melissa and Lu, Meiru
supervisor
organization
alternative title
Brand and Art Collaborations in the Alcohol Industry
course
BUSN21 20182
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Art, Branding, Artistic Brands, Brands with Art, Brand Identity, Visual Art
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8966483
date added to LUP
2019-01-14 10:28:37
date last changed
2019-01-18 13:10:56
@misc{8966483,
  abstract     = {Purpose: This article explores the relation between brands and the use of art, and in which way art helps brands in expressing their values and identity. Furthermore, this article will identify the components that characterize Artistic Brands and Brands with Art. Design/Method/Approach: A qualitative approach will be used, and data will be drawn from six different case studies of brands collaborating with art. The focus will be upon visual art. Findings: The findings of this study have identified five components that are of importance in brand and art collaborations. These components have further been used to establish differences between the concepts of Artistic Brands and Brands with Art.
Research limitations/implications: This article is constricted to the alcohol industry, and only focus on visual art. There is a possibility for future research to expand this narrow approach to other sectors and to see how other forms of art influence brands.
Originality/Value: The framework identified in this study provides a new theoretical approach that analyzes brand and art collaborations. The research fills in the gap of exploring brand and art cooperation within the alcohol industry. It has prominent significance in characterizing Artistic Brands and Brands with Art.},
  author       = {Karlsson, Johanna and Yao, Xinyi and Cetino, Melissa and Lu, Meiru},
  keyword      = {Art,Branding,Artistic Brands,Brands with Art,Brand Identity,Visual Art},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Artistic Brand or Brand with Art?},
  year         = {2018},
}