THE IMPACT OF THE ARTIST'S BRAND ON A THEATRE FESTIVAL
THE IMPACT OF THE ARTIST'S BRAND ON A THEATRE FESTIVAL

Summary/Abstract: This article aims to argue convincingly for the necessity of an artistic brand, highlighting the essential parallels between corporate branding strategies and the need for a similar approach among arts professionals. A key argument in favour of the importance of a strong artistic brand is the ability of brands in general to generate considerable public impact. In a commercial context, successful brands have consistently demonstrated remarkable appeal, cultivating consumer loyalty and creating lasting emotional connections.

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