Beyoncé: Say My (Brand) Name

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When you combine art and artist, style and substance, talent and beauty, business and life, you get the brand that is Beyoncé. Her fans call her Queen Bey and her brand identity is the “Queen of Pop.” However, Beyoncé’s success is not simply as an artist. Beyoncé is a business and a global brand, with record sales, solo and collaborative tours, films, endorsement deals, an entertainment company, and fashion collections that have earned her sales of over 100 million records, a host of prestigious awards, and a net worth of 350 million dollars. As part of her branding, Beyoncé comes across as authentic and strong, political and polite, and social but not above her fans. She rarely speaks out verbally, relying on her music and art to do much of her talking. As it talks about her personal life, and various experiences fans can relate to, Beyoncé creates an air of transparency and thus authenticity for her brand. If you’re looking to build a strong, defined brand that speaks volumes, say her name, say her name: Beyoncé. This case looks at how Beyoncé built her brand and was able to turn challenges into brand-building opportunities.

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