A Study of Lady Gaga's Brand, Branding Techniques, and Their Application to Other Brands

Presentation Type

Oral and/or Visual Presentation

Presenter Major(s)

Communications - Advertising and Public Relations

Mentor Information

Frank Blossom, blossomf@gvsu.edu

Location

Kirkhof Center 2270

Start Date

13-4-2011 10:00 AM

End Date

13-4-2011 10:30 AM

Keywords

Creativity/ Innovation, Culture, Media

Abstract

Lady Gaga is an American pop artist who went from singing in clubs to international stardom in about 18 months, an unusually short period of time for the music industry. She is also known for her eccentric costumes and behavior. Information about exactly how she reached her level of popularity, how she promotes herself, and what purposes her eccentricity serves, however, is closely guarded. The author uses research on advertising and branding, in addition to published interviews with Lady Gaga, to answer these questions by studying her as a brand. Theories about the strength of her brand, why it appeals to people, how it contributes to her success, and what other brands can learn from her will be presented.

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Apr 13th, 10:00 AM Apr 13th, 10:30 AM

A Study of Lady Gaga's Brand, Branding Techniques, and Their Application to Other Brands

Kirkhof Center 2270

Lady Gaga is an American pop artist who went from singing in clubs to international stardom in about 18 months, an unusually short period of time for the music industry. She is also known for her eccentric costumes and behavior. Information about exactly how she reached her level of popularity, how she promotes herself, and what purposes her eccentricity serves, however, is closely guarded. The author uses research on advertising and branding, in addition to published interviews with Lady Gaga, to answer these questions by studying her as a brand. Theories about the strength of her brand, why it appeals to people, how it contributes to her success, and what other brands can learn from her will be presented.