Formation of the theatre brand image by marketing instruments

<p>Nowadays all cultural institutions - theatres, museums, art galleries - become a part of the general economic process. It is crutial to analyse these institutions within the framework of marketing concepts for their further successful functioning. The problem of this work was in lack of studying the impact of the various elements of the marketing mix on the theatre brand image and lack of systems of marketing tools suitable for the theatre brand.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The purpose of this work is to identify features of the formation and development of the theatre brand image in the presence / absence of changes in the components of its marketing mix.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; According to the purpose the following tasks were set up:</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 1 To develop a definition of the theatre brand</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 2 To understand the principles of the theatre brand creation</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 3 To analyze the factors influencing the theatre brand image</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 4 To analyze recent changes of the marketing mix of theatre brands</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 5 To compare the current image of the Opera and Ballet Theatre and the image which should be established according to the marketing mix changes</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 6 To identify the differences in the image of taken brands and to analyze the connection&nbsp; between these differences and used marketing instruments</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 7 To give a reference for the creation of marketing communications of the opera and ballet theatres brands.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; There were used russian and foreign theoretical sources in this work. The facts used in the analytical part of the paper were put together with the help of in-depth interviews with young audience of the opera theatres of the two countries, Russia and France. It is also the analysis of practical examples (case study) of marketing strategies, media monitoring. As well the comparative historical analysis and thematic analysis of interviews were used.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The empirical base of the study is the following:</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - The materials of corporate websites of the Bolshoi Theatre, the Mariinsky Theatre, the Paris National Opera;</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - The results of in-depth interviews of young audience in Moscow, <strong>Saint Petersburg and Paris</strong><strong>;</strong></p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; - The corporate reports of the Paris National Opera and the Bolshoi Theatre on program realisation to attract young audience.</p><p>&nbsp;</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The offered product and the target audience affected by stereotypes and earlier formed sustainable image of the brands and opera and ballet as the types of artare both in the center of the study. Based on case studies of the marketing strategies realisation in the opera houses we revealed a gap between the development of the element &quot;promotion&quot; and all the other elements of the marketing mix. This gap is the reason for the difference between the current and the projected image of the theatre brand. Despite the apparent power of each of the studied brands for the audience, it is reasonable to speak not only about the image of each theatre but also about the image of the whole industry. Therefore, it seems&nbsp; impossible&nbsp; to form a positive theatre brand image without any shift in emphasis in marketing communications to attract younger audience to the opera and ballet as an art.</p><p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The thematic analysis of in-depth interviews gave a chance to detect the factors that determine the image of the brand in the minds of the theatre audience aged 18-25 years in two countries. In addition, we had a possibility to formulate the practical recommendations for planning of the marketing communications of opera houses. The practical significance of this study has been valued by marketing and press services of the Bolshoi Theatre, the findings have become the basis of a new marketing strategy. The realisation of this strategy have started in 2014.</p>