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Madonna Case Study

By | November 2008
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Madonna stardom has been based upon a strategy where she has positioned herself mainly as a style leader and a sex symbol while continually keeping the public eye through reinventing her image.

First, Madonna's look and manner of dress, performances and music videos, became influential among young girls and women. Defined by lace tops, skirts over Capri pants, fishnet stockings, jewelry bearing the Christian crosses, and bleached hair, it became a female fashion trend in the 1980s through out the world and they continue to admire her sense of style.

Second, Madonna dresses provocatively and sings suggestive sexual lyrics. Her album Erotica Madonna was timed for release with her controversial book entitled Sex, was brought out late in 1992. The book immediately was a best seller and sold over one million copies and it became an instant hit with her fans. Thus, using sex as a marketing tool because she knows it sells.

Madonna’s strategy has been successful because she is one of the best known women around the world, she is one of the highest earning female Entertainers in the world, and she continues to reinvent her image. Her success is the result of her own efforts, which she has directed her own career by surrounding herself with a wide range of talented musicians, dancers, etc., the use of religious and sexual musical themes, but more so the latter and the use of technology to make up for her weaknesses as an entertainer. She also used television and music videos creatively to market herself worldwide. Madonna went on to found her own entertainment company, Maverick, consisting of a record company (Maverick Records), a film production company (Maverick Films), and also music publishing, television, merchandising and book-publishing divisions, which is all a joint venture with Time Warner.she even went on to do some acting. We will continue to see a lot of her and a new reinvented image.

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