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JOURNAL OF PRODUCT AND BRAND MANAGEMENT\nSPECIAL ISSUE on<\/p>\n
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
\nSPECIAL ISSUE on<\/p>\n
Collaboration, Co-Creation and Inspiration of Brands by Arts<\/strong><\/p>\n GUEST EDITOR DEADLINE: Arts and (commercial) brand management seem to belong to separate worlds. But a closer look shows how brand management can learn from the arts world and benefit from collaborations with artists. Following studies on the use of branding principles and brand management in the cultural and arts world (e.g. Baumgarth & O\u2019Reilly, 2014), in this special issue we now focus on the integration of arts into the management of conventional brands.<\/p>\n Collaboration with the arts is not new to brand management. One of the pioneers of corporate design and corporate identity was the Bauhaus artist Peter Behrens in his work for AEG. Poster artists like Jules Ch\u00e9ret or Henri Toulouse-Lautrec worked in the context of brand communication, and artists served as testimonials for brands (e.g. Maria Callas or John Lennon in Apple\u2019s world-renowned \u2018Think different\u2018 campaign). However, the discourse on and practice of integrating arts into brand management has become more diverse. Artists are now involved in extending brands through special arts editions (e.g. Louis Vuitton & Yayoi Kusama or Hennessy V.S. Limited Edition by Shepard Fairey, viz. \u201cart infusion hypothesis\u201d propagated by Hagtvedt & Patrick 2008, Baumgarth, Lohrisch & Kastner, 2014; Fuchs, Prandelli, Schreier & Dahl, 2013). They create mass communications (e.g., Tracey Emin photographed by Annie Leibowitz for Marks & Spencer; e.g. Hetsroni & Tukachinsky, 2005; Huettl & Gierl, 2012) as well as live communications (e.g., Swarowski crystal worlds, e.g. Joy, Wang, Chan, Sherry & Cui, 2014) and developing branding elements (e.g. Chupa Chups logo by Dali). Moreover, brands are collaborating with the arts in order to promote CSR (e.g. the W\u00fcrth collection with ca. 17,000 works; BMW arts car collection; e.g. Kottasz, Bennett, Savani & Ali-Choudhury 2008), to (re)position the brand (e.g. Lee, Chen & Wang 2014) or to anchor the brand in the company (e.g. Berthoin Antal & Strau\u00df 2013; Dars\u00f8, 2004). In addition, brand management can consider using arts and artists to identify \u201cweak signals\u201d (e.g. Dornbracht) as well as applying artistic techniques like drawing or making collages for arts-based brand research (e.g. Barone & Eisner 2012, Leavy 2009). Finally, arts can be used as a metaphor for brand management and organization (e.g. Anderson, Reckhenrich & Kupp 2010).<\/p>\n In addition, many contemporary artists discuss mass communication and (global) brands independently in their art works. The brand debate in the arts is characterized by both positive (e.g., Andy Warhol with Campbell\u2019s) and negative attitudes (e.g., Ron English against McDonald\u2019s or ZEVS against Google) toward brands. Here the brand owner and the artist engage in an act of co-creation in giving value to the meaning of the brand.<\/p>\n Despite the diverse range of examples, types and ideas, scientific brand research on this topic is still in its infancy. This special issue therefore sets out to present an integrated overview of the research so far and to provide an update on the, ideas and results of fresh, new studies.<\/p>\n We invite submissions on a broad range of issues, and welcome historical, conceptual and empirical contributions. We encourage studies that examine innovative and inspirational ideas, but demonstrate methodological rigor and provide credible empirical evidence. We encourage papers taking a management and\/or a stakeholder view (e.g. consumers, artists). Some suggestions for broad themes include: SUBMISSION<\/p>\n Manuscripts should be between 4000 and 12000 words in length. This includes all text including references and appendices. Prospective authors should ensure their papers meet the Special Issue scope and must follow to JP&BM author guidelines (see: http:\/\/ Deadline for submissions: 31th January, 2017.<\/p>\n All papers need to be submitted online to the Special Issue on \u201cArts & Branding: Collaboration, Co-Creation and Inspiration of Brands by Arts\u201d through the ScholarOne System (http:\/\/ REFERENCES<\/p>\n Anderson, J.; Reckhenrich, J.; Kupp, M. (2010). The Fine Art of Success. New York. JOURNAL OF PRODUCT AND BRAND MANAGEMENT SPECIAL ISSUE on Collaboration, Co-Creation and Inspiration of Brands by Arts GUEST EDITOR Professor Dr. Carsten Baumgarth. Professor of Marketing and Brand Management, Berlin School of Economics and Law, Germany, E-Mail: carsten.baumgarth@hwr-berlin.de DEADLINE: 31th January, 2017 INFORMATION Arts and (commercial) brand management seem to belong to separate worlds. But […]<\/p>\n","protected":false},"author":1,"featured_media":4259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[291,293,290,288,55,289,206,294,292],"_links":{"self":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4257"}],"collection":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/comments?post=4257"}],"version-history":[{"count":1,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4257\/revisions"}],"predecessor-version":[{"id":4260,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4257\/revisions\/4260"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media\/4259"}],"wp:attachment":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media?parent=4257"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/categories?post=4257"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/tags?post=4257"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nProfessor Dr. Carsten Baumgarth. Professor of Marketing and Brand Management, Berlin School of Economics and Law, Germany, E-Mail: carsten.baumgarth@hwr-berl
\n31th January, 2017<\/strong>
\nINFORMATION<\/p>\n
\n\u2022 Anti-branding and brand hacking by artists
\n\u2022 Arts and brand evolution
\n\u2022 Arts as \u201cweak signals\u201d for further brand development
\n\u2022 Arts as a metaphor of brand management
\n\u2022 Arts collaboration as a type of CSR activity for brands
\n\u2022 Arts in brand communication (e.g., mass communication)
\n\u2022 Arts sponsoring by brands
\n\u2022 Arts-based brand research (e.g., brand collages, Multi-sensory-sculpting)
\n\u2022 Arts-based brand spaces (e.g., flagship and pop-up-stores, brand museums)
\n\u2022 Arts-Brand-Collaboration in different sectors (e.g., luxury brands, FMCG brands, life-style brands, b-to-b brands)
\n\u2022 Brand extensions like special editions by artists (e.g., fine art, street art)
\n\u2022 Integration of arts in brand frameworks and theories
\n\u2022 Integration of arts in the education of prospective brand managers
\n\u2022 Internal branding and change management by artists (e.g., artistic interventions)
\n\u2022 Management of Arts-Brand-Collaborations (e.g. barriers, necessary management capabilities and skills)
\n\u2022 Replication and extensions of the arts-infusion hypothesis<\/p>\n
\nBarone, T.; Eisner, E. W. (2012). arts based research. Los Angeles et al.
\nBaumgarth, C.; Lohrisch, N.; Kastner, O. L. (2014). \u201cArts meet luxury brands\u201d The Management of Luxury, Eds.: Berghaus, B.; M\u00fcller-Stewens, G.; Reinecke, S., London, pp. 127-142.
\nBaumgarth, C.; O\u2019Reilly, D. (2014). \u201cBrands in the arts and culture sector\u201d. Arts Marketing: An International Journal 4(1\/2): 2-9.
\nBerthoin Antal, A.; Strau\u00df, A. (2013). Artistic interventions in organisations, Berlin, http:\/\/
\nDars\u00f8, L. (2004). Artful Creation. Frederiksberg.
\nFuchs, C., Prandelli, E., Schreier, M. and Dahl, D. (2013). \u201cAll that is users might not be gold: How labeling products as user designed backfires in the context of luxury fashion brands\u201d. Journal of Marketing 77(5): 75-91.
\nHagtvedt, H.; Patrick, V. M. (2008). \u201cArt Infusion\u201d. Journal of Marketing Research 45(3): 379-389.
\nHetsroni, A.; Tukachinsky (2005). \u201cThe Use of Fine Art in Advertising\u201d. Journal of Current Issues and Research in Advertising 27(1): 93-107.
\nHuettl, V.; Gierl, H. (2012). \u201cVisual art in advertising\u201d. Marketing Letters 23(3): 893-904.
\nJoy, A.; Wang, J.; Chan, T.; Sherry, J.; Cui, G. (2014). \u201cM(Art) Worlds\u201d. Journal of Retailing 90(3): 347-364.
\nKottasz, R.; Bennett, R.; Savani, S.; Ali-Choudhury, R. (2008). \u201cThe role of corporate art in the management of corporate identity\u201d. Corporate Communications 13(3): 235-254.
\nLeavy, P., (2009). Method meets Art. New York, London: The Guilford Press.
\nLee, H., Chen, W. and Wang, C. (2014). \u201cThe role of visual art in enhancing perceived prestige of luxury brands\u201d. Marketing Letters, 26(4): 593-606.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"