Summary of Case This case is focused on pop music superstar Beyoncé Knowles, her several business ...

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Summary of Case 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. How would you describe the consumer identity of the Beyhive – the Beyoncé fans? Are there particular personality or lifestyle characteristics that members of the Beyhive share? 2. How would you describe Beyoncé’s brand personality?  How has it changed or evolved over the expanse of her solo career? How does it compare with other celebrity brand personalities with which you’re familiar? 3. If you were hired as Beyoncé’s brand manager, what types of products and services would you suggest she consider endorsing? How would these products appeal to the members of her Beyhive community? Develop a list of specific marketing and promotional tactics they might use to reach the Beyhive 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.]