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Museum branding

museum branding

Francesca Marini

on 25 January 2016

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Transcript of Museum branding

Brand (business concept)
A brand is the sum of all the associations, feelings, attitudes and perceptions that people have related to the tangible and intangible characteristics of a company
Brand (definition) corporate mark or logo
A brand is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service
How do nowadays relate to this definition?
Does brand consumption differ from cultural consumption? In what ways?
As government subsidies to art institutions continue to decline annually, the international art community finds itself increasingly dependent on alternate sources of revenue such as corporate sponsorships and private donations

Marketing/Brand/Brand consumption/Cultural Consumption/Globalization/Superstar Museums/Museums Sponsorship
key words
2 cases
Which were 2011 world's most visited museums?
2 cases
What are the expectations of an average visitor going to the Louvre?
Superstar Museums
characterized by
1. great prominence among tourists and world fame among the general population;
2. a large number of visitors;
3. a collection of generally known painters and/ individual iconic artifacts;
4. an exceptional architecture;
5. a large role of commercialization, including a substantial impact on the local economy
Arts Branding and the Museum:
'The Museum as a global brand'
by Francesca Marini, Ph.D.
email: francescamelaniamarini@gmail.com
Nonprofit Organization (NPO)

Does not distribute its Surplus funds to owners or shareholders but uses them to pursue its goals

(In most countries NPO are exempt from income and property taxation)
A museum is a non-profit, permanent institution in the service of society and its development, open to the public, which: acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment.

(According to the ICOM Statutes, adopted during the 21st General Conference in Vienna, Austria, in 2007)
Fundraising Strategy
Tourism is one of the world’s largest and fastest growing economic sectors
International tourist arrivals reached a record 982 million, an increase of 4.6% on 2010, while receipts grew by 3.8% to US$ 1.030 billion (€ 740 bn).
The sector directly represents 5% of global GDP and 30% of the world’s exports of services
It generates close to US$ 3 billion a day in overall export income and ranks fourth after fuels, chemicals and automotive products
Tourism represents one in every twelve jobs, making it one of the world’s top job creators
(World Tourism Organization UNWTO -2012)
The Global (Brand)Louvre
"marketing culture and the arts essentially seeks to distribute or disseminate a work and generate the best possible financial results"
Diggle, K. (1994) Arts Marketing
Definitions of marketing
Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1991), 31.
“1) Marketing is the process by which an organization relates creatively, productively, and profitably to the marketplace.
2) Marketing is the art of creating and satisfying customers at a profit.
3) Marketing is getting the right goods and services to the right people at the right places at the right time at the right price with the right communications and promotion.”
The Global (Brand)Louvre as a Profitable Partnership
Jeffrey Deitch - MoCa, the art dealer who became museum director and chief curator
Is the museum forsaking a rigorous intellectual approach in favor of a celebrity-driven, pop-culture-infused strategy to draw more visitors? (There's already been a retrospective of Dennis Hopper's artwork, and an exhibit on disco music's influence on art and culture is in the works.) Supporters of director Jeffrey Deitch contend that such crowd-pleasing shows are necessary to make the museum "relevant" rather than insular and to raise its attendance figures. His critics argue, as four life trustees put it last week, that "the celebrity-driven program that ... Deitch promotes is not the answer."(Los Angeles Times, July 20, 2012)
among the exhibitions criticized:
07.11.10 - 09.26.10
-James Franco's 'Rebel
or the forthcoming 'Fire in the Disco', the planned show about the history of disco
open: http://globalization.kof.ethz.ch/map/#
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