MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO
Madonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closin...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Bucharest Publishing House
2024-12-01
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| Series: | Styles of Communication |
| Subjects: | |
| Online Access: | https://drive.google.com/file/d/1MHo9V66qg5kltDZTvWQyRg99NuylKIhl/view |
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| Summary: | Madonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closing concert in Rio de Janeiro attended by 1.6 million people. Grounded in the theoretical frameworks of Aaker’s and Keller’s brand equity models, the study employs a quantitative methodology using a self-administered online questionnaire distributed among Madonna’s international fan communities. The survey examined the most important components of brand equity. The results suggest that Madonna has a firm stronghold in the entertainment world. Notably, most respondents reported that the 2024 tour enhanced her brand’s value on a global scale. This longstanding impact shows her capacity to continue to be an iconic cultural figure and confirms the longevity and power of her brand. |
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| ISSN: | 2065-7943 2067-564X |