Competitive Edge - Sports & Entertainment Marketing News

The business of Dolly Parton


Country music legend Dolly Parton dropped her first rock album today, featuring nine original songs, 21 covers, and collabs with Paul McCartney, Lizzo, Joan Jett, and others.

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Discussion Questions:

  1. Who is Dolly Parton?
  2. What is a brand?
  3. Is Dolly Parton a brand?
  4. How would you describe the Dolly Parton brand?
  5. How do you think she built her brand?
  6. What is fandom?
  7. How might the fandom around Dolly Parton provide brand loyalty?
  8. What is celebrity endorsement?
  9. Why might a brand want to align with Dolly Parton?
  10. What is one example of a product or brand endorsed by Dolly Parton, based on what you learned from this news story?
  11. What is brand extension?
  12. How might her merchandise line represent an example of brand extension?
  13. What is one example of a Dolly Parton brand extension from this news story?
  14. What is the Dollywood Company?
  15. How does it provide an example of how athletes and entertainers can manage their brands and become entrepreneurs?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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