The Brand Captain of the Theatre

This study researches the implications of using the theatre’s director as an endorser of the brand. A brand captain is the face of the theatre that represents the brand. Creating a brand captain can give an identity to the theatre, which prevents the organization from being anonymous. Attention should be paid for vanity and bad publicity, as the personification of the brand carries risks. Professionals in the field give their opinion of the pros and cons of the implementation of the brand captain in a theatre.