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Röhm, Anne-KatrinBrand positioningCore elements of marketing at the Konzerthaus Dortmundcategory: Essay published in: das Orchester 04/2010, Page 32 |
The article presents a marketing case study for the Konzerthaus Dortmund, a concert hall with around 220 shows a year, covering classical music, world music, jazz, pop and chanson. Established in 2002, it has been successful culturally as well as commercially, due to the application of a coherent marketing strategy that clearly defined and positioned its brand identity, based on analyses of actual and potential users' expectations. "Close to the people", "high quality" and "challenging" describe the brand values of the Konzerthaus.