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Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration

Carsten Baumgarth (Berlin School of Economics and Law, Berlin, Germany)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 14 May 2018




This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration.


This is an editorial based mainly on an extensive and broad literature review.


First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process).


This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.



Baumgarth, C. (2018), "Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration", Journal of Product & Brand Management, Vol. 27 No. 3, pp. 237-248.



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