Review article
BOARDS THAT MEAN LIFE: A MARKETING ANALYSIS OF THEATRE IDENTITY
Zvjezdana Penava Brekalo
Dinko Jukić
orcid.org/0000-0002-5595-4245
Abstract
The paper presents, discusses, and analyses theatre as a cultural, sociological, and marketing pheno- menon. Theatre is viewed from the aspect of a cultural object, but also from the aspect of products and services as a brand. It starts from Griswold’s theory according to which we view theatre as a cultural object. Colbert’s model of the cultural product is discussed, and the cultural object is analy- sed as an object of market exchange. We analysed and presented the theatre as a cultural product and a cultural symbol of society. The context of art and culture is presented according to Kupare’s aspect of art which we integrate into the context of brand theory and identity building. The aim of the paper is to provide a detailed insight and analyse the identity of the theatre. Kapferer’s model of building brand identity was used for a more detailed analysis of theatre from the marketing aspect. The cultural object of the theatre was analysed at the level of message and sign. The contribution of the work is manifested in an interdisciplinary approach to the analysis of theatre as a cultural, sociological, and marketing phenomenon.
Keywords
identity; theatre; culture; brand; art.
Hrčak ID:
278766
URI
Publication date:
3.6.2022.
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