posted on 2005-01-01, 00:00authored byRuth Rentschler
This article analyses the marketing of an early Australian entrepreneurial female painter as metaphor in the exploration of the brand concept. It does so through the extension of her persona to her art, through examination of her diaries, letters and public documents. The use of the metaphor as a means of promulgating the 'brand as person' is discussed. Thus, the buyer of art chooses a painting with confidence because of the personality projected by the creator of the art work, in the same way as a successful brand of another product might be purchased. This article places the analysis within the context of social change of the time, giving some indication of the market and competitor positions and her motivation for differentiating herself from others. It highlights the conflict that the painter's brand caused to the artist's competitors at the time and how that affected her long-term reputation. The artist's idiosyncratic approach to painting and her vigorous self-promotion as an artist sought a reappraisal of the genre of lowly flower painting in the late nineteenth century.
History
Pagination
1 - 13
Location
Dublin, Ireland
Open access
Yes
Start date
2005-07-05
End date
2005-07-07
ISBN-13
9781905824007
ISBN-10
1905824009
Language
eng
Notes
Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au
Publication classification
E1 Full written paper - refereed
Copyright notice
2005, Dublin Institute of Technology Faculty of Business