Beyoncé’s Beyhive: Honeybees and Killer Bees in Love with Their Queen

Chapter 7 Case Study: Beyoncé’s Beyhive
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Chapter 7 Case Study: Beyoncé’s Beyhive
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?
The Beyhive promotes and defends Beyoncé, and the singer has a loyal fanbase, making her influential among her fans. Beyoncé is a pop star, and her music emphasizes confidence. She has built a fanbase gradually, and there are now mostly younger fans. The fans identify her as an icon, and she is more like a brand such that her strongest supporters and fans tend to follow and engage others about her life and music. There is an element of emotional connection with the fans, and Beyoncé often thanks to her fanbase. The Beyhive is active on social media sites, making them influential as they buy her albums and products such as the Ivy Park, an athleisure brand. Fans share what they like about Beyoncé on the internet, but they also tend to attack her rivals. At times, Beyoncé has focused on feminism, which connects with the mostly young female fanbase, and she maintains brand integrity without changing because of naysayers.
2. Describe Beyoncé’s brand personality. How does it compare with other celebrity brand personalities with which you’re familiar?
Beyoncé’s brand personality is associated with freedom, talent, beauty, authenticity, and courageousness, but she also adapts to situations. While Beyoncé has built a personal brand, she does not reveal too much to the media and is not scandalous. She has maintained a consistent style. Bayonne was part of the Destiny’s Child group, but she has stood out as a solo artist for her passion for music, consistency, and passion. Kelly Rowland is the other member of Destiny&rsquo...