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Brand revitalization in the music industry: a case study approach

Macelloni, Edoardo LU ; Beckers, Max and Salmon, Eva (2020) BUSN21 20192
Department of Business Administration
Abstract
Purpose: The purpose of this research is to analyze how iconic brands in the music industry revitalize themselves in order to increase sales by making the brand active again.

Research questions:
a) Why do brands have need for brand revitalization?
b) What are revitalization strategies that help these ‘ageing’ music brands renew their image and positioning in the present and future?
c) How has digital disruption affected the music industry? How has this affected ‘ageing’ music brands?

Design/methodology/approach: This paper will use an inductive approach, using secondary data and literature in order to create a qualitative research study. This is done in the form of two specific case studies of relevant music groups; ABBA and... (More)
Purpose: The purpose of this research is to analyze how iconic brands in the music industry revitalize themselves in order to increase sales by making the brand active again.

Research questions:
a) Why do brands have need for brand revitalization?
b) What are revitalization strategies that help these ‘ageing’ music brands renew their image and positioning in the present and future?
c) How has digital disruption affected the music industry? How has this affected ‘ageing’ music brands?

Design/methodology/approach: This paper will use an inductive approach, using secondary data and literature in order to create a qualitative research study. This is done in the form of two specific case studies of relevant music groups; ABBA and Queen. These case studies are later discussed, connecting the examined literature to these practical applications.

Findings: The findings of this paper show that brand revitalization in the music industry can increase sales and capture new target markets. This is done by using retro-branding with nostalgia or increase in brand awareness breadth.

Research limitations: The research method did not include primary data findings, due to a lack of accessible representation of the target group. The case studies are also focused on two specific examples, and do not provide an overall conclusion for the entire industry.

Originality/Value: This paper gives a unique insight into brand revitalization strategies, the ‘ageing’ of older music brands and the disruption in the music industry. It provides a solution to the gap of literature between revitalization and the music industry. The paper also proves relevant in the current context and trends of nostalgia and recent media communications.

Keywords: Brand Revitalization, Retro-Branding, Brand Awareness, Music Industry, Nostalgia, Disruption, Iconic bands, Ageing (Less)
Please use this url to cite or link to this publication:
author
Macelloni, Edoardo LU ; Beckers, Max and Salmon, Eva
supervisor
organization
course
BUSN21 20192
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Revitalization, Retro-Branding, Brand Awareness, Music Industry, Nostalgia, Disruption, Iconic bands, Ageing
language
English
id
9001352
date added to LUP
2020-02-13 16:36:16
date last changed
2020-02-13 16:36:16
@misc{9001352,
  abstract     = {{Purpose: The purpose of this research is to analyze how iconic brands in the music industry revitalize themselves in order to increase sales by making the brand active again. 

Research questions: 
a)	Why do brands have need for brand revitalization? 
b)	What are revitalization strategies that help these ‘ageing’ music brands renew their image and positioning in the present and future?
c)	How has digital disruption affected the music industry? How has this affected ‘ageing’ music brands? 

Design/methodology/approach: This paper will use an inductive approach, using secondary data and literature in order to create a qualitative research study. This is done in the form of two specific case studies of relevant music groups; ABBA and Queen. These case studies are later discussed, connecting the examined literature to these practical applications. 

Findings: The findings of this paper show that brand revitalization in the music industry can increase sales and capture new target markets. This is done by using retro-branding with nostalgia or increase in brand awareness breadth. 

Research limitations: The research method did not include primary data findings, due to a lack of accessible representation of the target group. The case studies are also focused on two specific examples, and do not provide an overall conclusion for the entire industry.

Originality/Value: This paper gives a unique insight into brand revitalization strategies, the ‘ageing’ of older music brands and the disruption in the music industry. It provides a solution to the gap of literature between revitalization and the music industry. The paper also proves relevant in the current context and trends of nostalgia and recent media communications. 

Keywords: Brand Revitalization, Retro-Branding, Brand Awareness, Music Industry, Nostalgia, Disruption, Iconic bands, Ageing}},
  author       = {{Macelloni, Edoardo and Beckers, Max and Salmon, Eva}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brand revitalization in the music industry: a case study approach}},
  year         = {{2020}},
}