Artist as Brand Portfolio Manager: A Strategic Brand Management Framing of the Artist

The purpose of this paper is to expand the perspective on the artist from brand manager to brand portfolio manager, focusing on applying the brand portfolio metaphor and framework from strategic brand management to the artist and art. This paper has two aims, first to embed the creative artist’s work within the strategic brand management literature and the brand portfolio management literature in particular. Secondly, the author moves beyond the traditional description of the artist as a brand by framing the artist as an inclusive brand portfolio manager, leveraging entities, artifacts and impressions in and outside his or her brand territory. It is suggested that the artist can potentially manage a complex brand portfolio of product-brands, brand extensions and co-brands and align distinct brand portfolio objectives with his or her business strategy.