Understanding the Value of Street Art for Artists, Consumers, and Brands

Abstract This study explores the contribution of street art to the communication of a brand. In-depth interviews were conducted with consumers, urban artists, and brand managers. Street art can contribute to the communication of a specific brand by (a) imprinting in one’s memory an image of originality and coolness on the brand, (b) promoting social connectedness and bonding with the community, and (c) engaging consumers in the spontaneous social spreading of artists and brands. Although all the segments share these three themes, differences exist. Urban artists and consumers tend to focus on affective benefits, recalling social connectedness and symbolic and emotional meanings; whereas brand managers focus on functional responses, such as visual memory and brand dissemination.