Brand in the cultural industries : an hybrid and specific approach

Abstract

This paper overlooks brand concept in
the cultural industries area and his special
features. Cultural sector leads to a different brand approach, both in terms of
functions and branding. In the stratégic
view, the financial function prevails to
intensify profits in a determined way
while brand identity results from the
inherent cultural goods features. The
brand creation a posteriori of a success, is
caracteristic of the cultural sector by highlighting the importance of celebrity, serial
and transmedia work of art