Journal
JOURNAL OF MARKETING MANAGEMENT
Volume 31, Issue 11-12, Pages 1207-1230Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2014.997272
Keywords
artists; art market; branding; stakeholder; brand narrative; biographical methods
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In the case of visual artists, the product they create is inextricably linked to their identities, personalities and career histories in terms of how the art is produced, presented, consumed and positioned and valued in the market. Although artists' branding initiatives are considered relevant to branding and marketing theory, identifying how these are constructed and managed and identity negotiated through this process is an area that needs further development. This research therefore uses a multi-stakeholder approach to branding theory to examine contemporary artists' careers to understand how value is added to their product'. Qualitative analysis of artists' biographies and career histories in the London art market illustrates how value is co-constructed through relationships in a temporal manner that must be strategically managed.
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