Stony Brook University Beyonces Beyhive & Marketing of Celebrities Case Study

This case is focused on pop music superstar Beyoncé Knowles, her several business ventures, and most of all, her enthusiastic fan base known as the Beyhive. These passionate fans help promote her brand. The case provides an opportunity to discuss the marketing of celebrities and also helps explain “brand love” and its benefits for brand extensions.

Questions

1. Discuss how Beyoncé fans – the Beyhive — connect with your understanding of the role of consumer identity and lifestyle marketing. Are there particular personality or lifestyle characteristics that members of the Beyhive share?

2. Describe Beyoncé’s brand personality. How does it compare with other celebrity brand personalities with which you’re familiar?

3. What kind of opportunities does the existence of the Beyhive community present to marketers? Consider not only products that Beyoncé might offer, but the many that she could endorse. Develop a list of specific marketing and promotional tactics they might use to reach this target market.

The learning outcomes associated with this assignment include analyzing specific models of consumer behavior and purchase decision frameworks that inform marketing strategies and interpreting consumer segmentation, brand equity, loyalty, brand extendibility, brand personality and visualization in attracting consumers.