Creating brand identity in art museums - A case study on three art museums

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Pusa, Sofia 2011-11-14T11:23:18Z 2011-11-14T11:23:18Z 2009
dc.description.abstract Creating Brand Identity in Art Museums – A Case Study on Three Art Museums Research Objectives The marketing literature on identity and branding issues in nonprofit art museums is still quite remote. The objective of this study is to explore, how brand identity is created in art museums. More specifically, the purpose of the literature review aims to examine, what special characteristics the art context involves in branding and what are the elements of the art museum brand. The empirical study strives for describing and analyzing the branding process and the brand identity in three Finnish case art museums: the Museum of Contemporary Art Kiasma, the Espoo Museum of Modern Art and the Didrichsen Art Museum. Research Method and Data The theoretical part of the research is based on a literature review that aims to provide an overview of the relevant topics and to adapt traditional branding theory to art museum context. The empirical study was conducted as a qualitative research through semi-structured interviews of the managers of the three case art museums. Research Findings Results showed that in every museum branding was considered as essential for the museums today. The museums´ art collections and exhibitions laid the foundation for the brand identity and the museums were strongly positioned by this core product. However, other symbolic, personality and organizational associations were used in creating the brand identity as well. Also accessibility was highlighted in two case museums´ brand position statements. Alongside the marketing mix, the relationship and networks marketing played an especially important role in the museums´ brand management – on the other hand, a strong brand also facilitated building relationships to various stakeholders. However, creative marketing seemed to be something worth capitalizing on more in the future. All in all, every museum had a strong brand identity; however, the results indicated that every museum could still improve the communicating of the brand to stakeholders en
dc.format.extent 95
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Creating brand identity in art museums - A case study on three art museums en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.subject.keyword arts marketing
dc.subject.keyword branding
dc.subject.keyword museum marketing
dc.subject.keyword creative marketing
dc.subject.keyword museum brand
dc.identifier.urn URN:NBN:fi:aalto-201111181189
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kulttuurin markkinointi
dc.subject.helecon arts marketing
dc.subject.helecon taide
dc.subject.helecon arts
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon museot
dc.subject.helecon museums
dc.ethesisid 12145 2009-02-04
dc.location P1 I

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