Question: 1. Discuss how Beyonc fans the Beyhive -- connect with your understanding of the role of consumer identity and lifestyle marketing. Are there particular

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.

4. Could the fanaticism of the most enthusiastic fans of Beyoncé cause other fans on the Beyoncé fan spectrum to be less public about their support? How could a celebrity and its marketing team deal with this conundrum?

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