REMOLDING THE MUSEUM'S IMAGE THROUGH BRANDING: BENEFITS AND CHALLENGES ASSOCIATED WITH BRANDING IN SAN FRANCISCO BAY AREA MUSEUMS
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Authors
Sizonenko, Tatyana D.
Issue Date
2003
Type
Capstone
Language
en
Keywords
Alternative Title
Abstract
This master's project sets out to provide the museum professional community with a better understanding of the marketing practice of branding and how it can be applied in the museum field. This project will contribute to the ongoing discussion among museum professionals about whether or not museums should utilize "commercial" strategies like branding and what use they can make of it. In doing so, it aims to examine some of the controversial issues associated with the implementation of branding in a museum context, to describe the current state of the art in museum branding practices, and to assess the effectiveness of various branding strategies. A major goal is to raise awareness among museum professionals about the best possible practices, so as to avoid unproductive expenditures or missed opportunities that may result in a decline in the museum's core business.