Question: Case study #4 Beyonce's Beehive - Honeybees and Killer Bees in Love with Their Queen (p. 265 - Chapter 7 Case Study) Discuss how Beyonce

Case study #4 "Beyonce's Beehive - Honeybees and Killer Bees in Love with Their Queen" (p. 265 - Chapter 7 Case Study)

  • Discuss how Beyonce 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?

  • Describe Beyonce brand personality. How does it compare with other celebrity brand personalities with which youre familiar?

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

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