The impact of digitization on branding opportunities for live-operas in the music theater: An international comparison of Estonia and Germany

Julia Roll, Sven-Ove Horst


Today, operas houses are confronted by new (global) digital media offers that enable people to stay outside the opera house while attending a live-opera, e. g. via live-streamed opera shows in the cinema. This a challenge for media managers in these areas because they need to find new ways to work with these new opportunities. Within a cultural marketing context, branding is of high relevance. Based on Keller΄s (1993) brand image approach, we use a complex qualitative-quantitative study in order to investigate if and how the brand images of live-opera performances and live-streamed operas differ between countries and cultural contexts. By comparing Estonia and Germany, we found that the perception of the live-opera is rather a global phenomenon with only slight differences. Furthermore, the ‘classical’ opera performance in the opera house is still preferred with a corresponding willingness to pay while the live-streamed opera offer may give a modern touch. The study may support media managers in adapting their brand management to include new digital product offers and in finding targeted differentiation strategies for increasingly competitive markets.


brand management; cultural marketing; music theatre

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