Today, opera houses are confronted by new (global) digi- tal media offers that enable people to remain outside the opera house while attending a live-opera, e.g. via live- streamed opera performances in the cinema. This is a chal- lenge for media managers in these fields because they need to find new ways to work with these new opportunities. Within a cultural marketing context, branding is highly relevant. Based on the brand image approach by Kevin Lane Keller (1993), we use a complex qualitative-quanti- tative study in order to investigate if, and how, the brand images of live-opera performances and live-streamed operas differ between countries and cultural contexts. By comparing Estonia and Germany, we found that the per- ception of live-opera is rather a global phenomenon with only slight differences. Furthermore, the ‘classical’ opera performance in an opera house is still preferred, with a corresponding willingness to pay, while the live-streamed opera offer may provide a modern touch. The study may help media managers in adapting their brand management to include new digital product offers and to find targeted differentiation strategies for increasingly competitive markets.,
Baltic Screen Media Review
Department of Media and Communication

Horst, S.-O., & Roll, J. (2017). The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany. Baltic Screen Media Review, 5(1), 90–109. doi:10.1515/bsmr-2017-0014