These are the three main products of the Royal Opera House which have been properly introduced and developed regardless any challenges which took place from 1734, when the first ballet was introduced to public. The status of the Royal Opera House has charitable nature and the main purpose of this organization is to provide people with a chance to get involved into the world of art, and to be more exact, to the world of music, ballet, and opera. Talking about the methods used by the Royal Opera House to promote its brand, it is necessary to focus on the following aspects: brand proposition in the form of advertising, public relations, design, and successful sponsorship, brand equity that touches upon the outcomes of the chosen strategies, and the essence of its brand name, the Royal Opera House. This is why it is wrong to connect a brand with one particular meaning because each field and sphere of business has its own definitions and features. 6) defines a brand as a named product, a trademark, or even a customer’s belief about the chosen service of product. A brand in its turn has a number of definitions.įor example, Healey (2008, p.
In other words, branding is a kind of a formula with its constants and variables. The world is constantly changing, it is very important to remember that marketing principles should be changed as well but be adapted to the innovated requirements and conditions. The main purpose of branding is to introduce a product and propel the chosen activities into people’s minds. (2011) defines a number of socio-cultural perspectives to be analyzed in order to understand the essence of branding and its impact on the development of an organization.
The Royal Opera House tries to make use of different methods to promote its products and brand around the whole world: online ads, access to the services from different parts of the world, evaluation of current needs and economic condition, and attention to the fields which are interesting to public the choice of the methods should be based on a number of factors which help to define what is expected from the organization. 5) admits that brands may exist in any fields in a variety of ways. This is why the idea of branding as the main strategic process used by the Royal Opera House to promote development should be evaluated. The point is that art is a very complex field that should be treated and developed carefully, and the administration of the Royal Opera House has to focus on the main aspects of marketing to promote its brand, the Royal Opera House, as well as its products in a perfect way. There are three main products offered in the House: music, ballet, and opera.
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