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Recovering marketplace acceptance following an unsuccessful brand transformation

Lookup NU author(s): Professor Andrew Lindridge


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In this paper, we use the case of David Bowie’s 50 year career to understand how a brand can recover its position in a marketplace following an unsuccessful disruptive brand transformation. In particular, Bowie’s attempt to go mainstream in the 1980s and his subsequent return to the alternate music market in the 90s. This is framed within studies of cultural branding, that consider how brands can transform over time but exist within marketplace taste regimes. We apply a process data approach to three sources of data; (1) Bowie music and movies, (2) 614 media articles, and (3) in-depth interviews with 31 Bowie fans. Our findings elaborate on how brand recovery is a long process, which may require market dormancy to fully achieve. In studying the case of David Bowie’s brand recovery, the intersection between brand transformation and marketplace taste regimes is added to our understanding of brand longevity

Publication metadata

Author(s): Eagar T, Lindridge AM

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: ANZMAC 2019

Year of Conference: 2019

Online publication date: 02/12/2019

Acceptance date: 01/11/2019