A Study of Lady Gaga\u27s Brand, Branding Techniques, and Their Application to Other Brands

Lady Gaga is an American pop artist who went from singing in clubs to international stardom in about 18 months, an unusually short period of time for the music industry. She is also known for her eccentric costumes and behavior. Information about exactly how she reached her level of popularity, how she promotes herself, and what purposes her eccentricity serves, however, is closely guarded. The author uses research on advertising and branding, in addition to published interviews with Lady Gaga, to answer these questions by studying her as a brand. Theories about the strength of her brand, why it appeals to people, how it contributes to her success, and what other brands can learn from her will be presented