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Branding the performing arts in the digital age: Lessons from the Opéra de Paris

Author

Listed:
  • Juliette Ducros Passebois
  • Carole Martinez

    (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel)

  • Florence Euzéby

Abstract

Digital age creates a new context for performing arts organizations. They have to imagine innovative marketing strategies to draw audiences' attention. The objective of this communication is to question how legitimate cultural organizations can manage their brand and what levers they can use to address news challenges. Relying on a new brand management paradigm, named "community paradigm", we focus on a case study methodology. The "3 e Scène", the Paris Opera 3 rd stage, a fully digital creative platform, appears as a good illustration of the new community branding paradigm. Multiple data were collected and analyzed: interviews with 3e scène stakeholders, secondary data and systematic observation of all 3e scène contents. By adopting a disruptive approach and offering content inspired and created by crowdcultures, the brand resonates with its time while connecting with wider audiences.

Suggested Citation

  • Juliette Ducros Passebois & Carole Martinez & Florence Euzéby, 2019. "Branding the performing arts in the digital age: Lessons from the Opéra de Paris," Post-Print hal-03174402, HAL.
    • Handle: RePEc:hal:journl:hal-03174402
    Note: View the original document on HAL open archive server: https://hal.science/hal-03174402
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    References listed on IDEAS

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    1. Carmen Camarero & Maria Jose Garrido-Samaniego & Eva Vicente, 2011. "Determinants of brand equity in cultural organizations: the case of an art exhibition," The Service Industries Journal, Taylor & Francis Journals, vol. 32(9), pages 1527-1549, February.
    2. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    3. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    4. Mária Tajtáková & Daniel Arias-Aranda, 2008. "Targeting university students in audience development strategies for opera and ballet," The Service Industries Journal, Taylor & Francis Journals, vol. 28(2), pages 179-191, March.
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    More about this item

    Keywords

    Branding; Digital; Performing Arts; Paris Opera;
    All these keywords.

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