| Popis: |
The general objective of this thesis is to develop the idea of an artist as a brand through the lens of contemporary theories on the relationships between branding and art. Over the last years, there has been a noticeable shift in the global art market, and art has become a subject to market forces and product life cycles, just like brands. This thesis attempts to provide new insights into the practice of branding within the art world, drawing from the case of Jeff Koons. The first part of the thesis offers a theoretical framework which will develop the understanding of art within the context of brand management. Building on the research outputs, the notion of the artist as a brand manager is proposed, placing the artists in the middle of the branding processes as creators of their own brands through the utilization of various marketing activities. The second part of the thesis analyzes the artistic career of Jeff Koons within a branding perspective. The case analysis provides the reader with a detailed description of the artist's career, public image and use of four selected branding practices. With the aim to expand the theoretical knowledge of branding within the art world, contribute to its generalizability and stimulate further research in this matter, this thesis seeks to answer the questions... |
