How Does Brand Identity Inform and Drive Institutional Marketing? A Case Study on Alonzo King Lines Ballet

Written by Ilaria Guerra, this case study on Alonzo King LINES Ballet examines the company’s brand identity and marketing strategy as an example of management in the dance field. The thesis references DDP’s 2021 U.S. Artistic Director History Data Byte, which examined the gender distribution in leadership within the companies comprising our 2021 list of Largest 50 U.S. ballet companies. Specifically, the paper mentions our findings that the average tenure for an Artistic Director of a dance company in the U.S. is 13 years and that, from founding to present, the average number of Artistic Directors per company is 4.

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