Caselet Code : CLCB006
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB006) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
Current Exchange Rates
INR 100.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)
 
 
Abstract

The caselet looks into how 'The King of Rock and Roll', Elvis Presley has been developed as a brand. It gives an overview of how organizations are trying to connect the image of Elvis Presley to various segments of the population. The caselet also looks into the personality attributes of Elvis Presley that made him a celebrity.

Issues:

» How celebrities are promoted as brands
» How companies promote celebrities to keep them as part of the popular culture
» Characteristics that make celebrities extend their influence over the public

 
Key words:

Elvis Presley Enterprises (EPE), Rock and Roll, Graceland, Harris Interactive Poll, Media and popular culture, Elvis.com, cross-over artist, Safe rebel, Personal Branding and SonyBMG.

Questions for Discussion:

1. "Elvis Aaron Presley was an American singer who created a tremendous impact on the people and culture of the United States." What was the motivation behind people to affiliate with the Elvis phenomenon?

2. "In addition to the following of fans who were contemporaries of Elvis, Elvis also attracted the generation born after his death." How did EPE market the Elvis brand to the generation born after the death of Elvis?