I Want You Back: Branding Classical Music For the New Generation

Lalin Anik, Harvard Business School, USA
Chia-Jung Tsay, Harvard Business School, USA
Using the music industry as a proxy for other creative businesses, we explored the marketing challenges faced by a major symphony orchestra through survey data collected from 6,000 audience members. We focused on the impact of the development, recognition, and management of talent and repertoire as industry "products" on consumer retention, as well as the brand image of the orchestra. Our analyses suggested that the key elements affecting the purchase decisions of the customers are applicable to other business of the creative industry in terms of how sub-brands within the organization could add value for the brand as a whole.
[ to cite ]:
Lalin Anik and Chia-Jung Tsay (2010) ,"I Want You Back: Branding Classical Music For the New Generation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 130-133 .