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Case Title:

Cirque du Soleil: The Making of an Entertainment Brand

Publication Year : 2004

Authors: Dakshi Mohanty & T Phani Madhav

Industry: Leisure and Tourism

Region:Canada

Case Code: BOS0003

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
From a small club based in Quebec, Cirque Du Soleil has grown to become one of the world's most recognised entertainment operations and a $500 million company by 2003. Unlike traditional circuses, Cirque shows did not include ringmasters or animals. By combining traditional elements of circus and the stage, Cirque created a product that helped it to differentiate itself from any other live show and circus.

Pedagogical Objectives:

  • To discuss how Cirque Du Soleil managed different elements of a show including the theme, the music, the ambience and the costumes of the artists to create a strong brand and thereby attract huge crowds
  • To discuss the company’s plans to branch into spas, restaurants and nightclubs extending the Cirque brand

Keywords : Cirque Du Soleil, Guy Laliberte, Mystere, Alegria, Quidam, Cirque Resort, La Nouba, Brands & Branding Case Study, Varekai, Zumanity, Cirque Du Soleil brand, Spas, Restaurants, Nightclubs, Club Cirque

Contents: 
Introduction
Guy Laliberté: Fromadversity To Advantage
Building ‘Cirque Du Soleil’ Brand
The Big Plans
Five Tent Poles Of Success
The Return On Creativity

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