Generation of Artist's Brand Image in Fine Art Licensing Business

This work introduces a new form of art marketing - visual art licensing, which unlike other marketing tools, provides revenue, and at the same time, generates brand awareness, gives stronger associations with artist's brand, and enhances the profitability and popularity of the brand. By exploring fine art licensing business from the perspective of generating artist's brand image, work analyzes four subjects involved in this process - the role of a fine artist in the modern world and the concepts of art marketing, branding and licensing. American Pop artist Andy Warhol was chosen for the case study. This controversial artist with different approach to fine art is widely discussed, interpreted and criticized in various sources. Although Warhol's artworks were licensed just after his death, representatives of his artworks are actively working with various companies on licensing his works and at the same time generating Warhol's brand image. This work especially valuable resource for artists, their managers, agencies and those who are involved in art marketing