Toggle Nav
My Cart
English
Español
Menu
Account
  • Log in / Register
    • Language
    English
    Español

    Delirio: Branding and Dancing during the Pandemic

    Juanita Cajiao ; Enrique Ramirez

    • Reference: IVEY-W29892-E

    • Year: 2020

    • Number of pages: 14

    • Geographic Setting: Colombia

    • Publication Date: Apr 14, 2023

    • Source: Ivey Business School (Canada)

    • Type of Document: Case

    • Industry Setting: Arts, Entertainment, Sports and Recreation

    Grouped product items
    Format Language Reference Use Qty Price Preview
    pdf English IVEY-W29892-E
    As low as €8.20
    		Preview

    You already have a subscription
    To order please contact the person in charge of academic purchases in your university.
    You'll be able to order once your profile has been validated.

    Description

    Early in 2020, la Fundación Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when considering some of the alternatives to live performances, the general director also wondered about brand management: What impact might these short-term survival strategies have on the brand? What was going to happen to the artists?

    Keywords

    Brand equity Brand management circus COVID-19 creative industries entertainment business General management performance performative art salsa dancing