Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
The current cultural landscape is IP-driven. Therefore, there is a growing need for management methods and tools to build up and develop those brands. So, our goal is to reconcile the traditional brand management research with cultural studies. In so doing, we discovered that brands could be understood as the sum of their value propositions. In the cultural industries, adaptations were used as a proxy for value propositions to analyse a cultural brand’s business opportunities. Via a series of interviews involving industry professionals and academic experts, all aspects of a brand’s success were put into focus: financial returns, emotional impact, longevity… It was determined that adaptations help brands reach a wider audience, that they strengthened the bond between the audience and the brand and finally that they increased engagement and interaction. So, in order to keep track of a brand’s positioning and adaptation strategy, a visual tool was devised: The adaptation matrix. With it, adaptations can be mapped out and compared in terms of impact. It ought to streamline brand management in cultural fields by only focusing on future adaptations of the IP.
