The evolution of branding in the performing arts: A comprehensive conceptual analysis

This paper provides a comprehensive analysis of the evolution of branding in the performing arts, tracing its historical roots and examining contemporary strategies influenced by digital media and technology. The study explores the application of branding theories, such as Aaker’s Brand Equity Model and Keller’s Customer-Based Brand Equity model, to understand how performing arts organizations create and sustain strong brands. Through case studies of successful branding campaigns like the Royal Opera House and "Hamilton," the paper highlights innovative practices and challenges modern branding faces, such as content oversaturation and maintaining artistic integrity. Additionally, a conceptual framework is developed to analyze the impact of cultural, technological, and economic factors on branding evolution. Comparative insights from other industries, including entertainment, fashion, and technology, provide a broader context for understanding branding strategies. The paper concludes with practical recommendations for effective branding in the performing arts, emphasizing the importance of authenticity, digital engagement, and adaptability to technological advancements.