Multi-stakeholder brand narratives: an analysis of the construction of artistic brands

In the case of visual artists, the product they create is inextricably linked to their identities, personalities and career histories in terms of how the art is produced, presented, consumed and positioned and valued in the market. Although artists’ branding initiatives are considered relevant to branding and marketing theory, identifying how these are constructed and managed, and identity negotiated through this process is an area that needs further development. This research therefore uses a multi-stakeholder approach to branding theory to examine contemporary artists’ careers in order to understand how value is added to their ‘product.’ Qualitative analysis of artists’ biographies and career histories in the London art market illustrates how value is co-constructed through relationships in a temporal manner that must be strategically managed.
Summary Statement of Contribution
The findings highlight the need to consider the macro-level context in the creation of value. Value is found to be collectively negotiated by a variety of stakeholders with different priorities and dependent on a multi-stakeholder brand narrative. The need for marketing not just of the product but also of the artist themself becomes apparent and the tension person-branding creates is explored. This is of wider interest to those researching other figurehead brands where organisational leaders are associated with the overall organisational brand and product range, in addition to contexts where brands do not rest within one organisation but their value is created through the interaction of a range of key stakeholders who collectively develop and manage the brand.