City branding and museum souvenirs: towards improving the St. Petersburg city brand (original) (raw)
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Branding in the New Museum Era
Springer Proceedings in Business and Economics, 2016
Undoubtedly, museums play a vital role in the economy and tourism constituting a significant unit of cultural tourism. However, facing either rival competition within the leisure industry or funding cutbacks museums are now adopting for-profit strategies aligned with marketing principles. Today museums have redefined their role and activities to conclude newer and more active experiences and entertainment, shifting to experiential notions of "edutainment" and "artertainment".This paper extends the current knowledge by drawing on a review of 40 papers this study presents the fundamental components of brand concept within the museum industry. Precisely, essential elements of branding such as brand equity, brand loyalty and brand resonance are discussed and set to museum sector. This study makes an important contribution to the field of tourist and cultural marketing by advancing our understanding of museum branding and by proposing both new research topics and valuable managerial implications to museums practitioners and scholars.
Research for the Marketing State in Russian Museums
The paper presents the results of research on the implementation of the marketing function in museums. The interest in marketing activities in Russian museums is constantly growing. At the same time, there are difficulties associated with the implementation of the marketing function in the organizational activity of museums. The research comprises of semi-structured interviews and a questionnaire survey of directors and heads of departments in museums. The obtained results demonstrate that the marketing function is ineffectively implemented in the activity of museums. Marketing is episodic. Marketing functions are distributed among the employees having no necessary qualification. Marketing tools are limited to certain communicative tools only. Museum officials are aware of the lack of marketing qualification and are interested in enriching marketing awareness of the museum workers. According to museum officials, the main method for increasing the marketing effect in museums is in attracting skilled marketing experts and financial resources for marketing activities. The measures to improve the effectiveness of marketing activities of museums were offered based on the obtained results.
2019
As modern practice shows, museums can form not only national but also urban identities, with equal success and thus become a framework for a complex system of local images and narratives. The brand as an identity today is formed not only at the level of public statements, made by administration representatives, alongside with the use of the official identity (logo, colours), but also in everyday space, which implies the need for the museum to enter the city space and for its museumification. In this article, the author would like to highlight, once more, the role of the museum in the formation of a sustainable brand of the territory, to show examples from Eastern Europe and, finally, to analyse the experience of museums working alongside the urban space to produce and maintain a certain brand. In addition to the analysis of direct tools, the author seeks to highlight a series of problematic issues that arise from working with the formation of a brand in Russian cities. In the article, the author addresses the often ignored basic principles and strategies for the integration of museums into the urban space.
Museum store or a gift shop? A study of museum store from a merchandising and design perspective
Under the raising pressure of lacking financial investment and the competition from other entertainment fields, museums are more involved in store merchandising as one of the possible solutions. The true museum store should be both a gift shop and an extension of the exhibition, also a museum store often supports the museum through both financial and educational way. The research is going to generate possible recommendations in terms of the product merchandising and store features to museum stores, through several case studies and observations. The research is also going to combine the theory of the tourism merchandise to the museum store merchandise as there are similarities discovered between the two industries.
The Corporate Museum: A New Type of Museum Created as a Component of Company Marketing
The International Journal of the Inclusive Museum, 2014
A new type of museum appeared-the corporate museum. The museum institution in this instance has been used as a new marketing device for building corporate identity strategies. Their inception is not based on the existing context of a place, but appears to be integrated with the corporate identity program, exposing the company's values and philosophy. The corporate museums are thematic, commercial buildings, owned by a particular firm, where the history of the company brand and products development is presented. Architecture of corporate museums must doubtless be identified with the brand, reflecting the high quality of a brand's products. The surveys were carried out on freshly constructed corporate museums like Porsche, Mercedes and BMW Welt. They are located next to the factories where the brand products are manufactured. The immediate vicinity of the corporate museum to the production zone allows the exhibition to extend to the production line. Corporate museums generate considerable benefits, as the cultural potential of a space where the museums are built increases. Their outside-the-city location economically activates forgotten zones of the town. Corporate museums extend the city's tourist and cultural offer and their buildings become a recognizable element in a city's marketing image. These facts prove that museum institutions can be successfully used for commercial purposes.
Hard-Branding the Art Museum – from Prado to Prada
2003
Introduction The designation of the cultural city and the use of the arts as tools in urban regeneration is now a universal phenomenon which has accelerated in the era of the city of renewal. The branding of commercial entertainment products and leisure-shopping together present a synthesis of the physical and symbolic economies of urban consumption spaces and which public culture has now emulated. Hard branding the city through cultural flagships has created a form of Karaoke architecture where it is not important how well you can sing, but that you do it with verve and gusto. The conception, marketing and management of these cultural enterprises has arguably shifted towards an obsession with their form (and image), and away from their core and historic functions.
Brand Strategy in the Visual Identity of Tehran Museums
Bagh-e Nazar Journal, 2023
Problem statement: Museums are among the most valuable places in the world. Tehran has rich historical, cultural, scientific, entertainment and tourism museums. Determining the visual identity strategy of museums is the responsibility of graphic designers. Using communication and advertising tools, the graphic design of museums is done by displaying visual information in the forms of visual identity design and environmental graphic design. The research in this field has mostly focused on the area of museum marketing and the study of environmental graphics. Studying the brand strategy in the visual identity of museums, this research analyzed the data gathered from several samples of the study in Tehran and around the world. Research objective: is to study those samples qualitatively and help develop strategic solutions in graphic design for cultural and touristic places such as museums in Tehran. The current research attempted to answer the following questions: What are the characteristics of the visual identity in Tehran museums from the graphic design perspective? And what strategies have Tehran museums applied for their visual identity? Research method: This study used library and documentary sources and employed the descriptive-analytical method to comparatively study the examples of visual identity in Tehran museums. Conclusion: In designing its visual identity, Tehran museums have used the following strategies: using the main brand name, using the image of the museum building, using typography in the design of the museum logo, distinguishing and adhering to the principles of service design, the national approach, and being inspired by tradition. Also, from the graphic design point of view, Tehran museums have followed the logo guide rules and have used unique typefaces and briefcases for the visual identity of their brand. This research shows the importance of formulating, planning, and implementing a comprehensive strategy toward the integration of visual identity design in Tehran museums.
Suppose you have been given a brand new museum. It is a state of the art building with all the necessary technology built in (from security, to special environmental conditions, to light bulbs and everything), it is filled with beautiful artifacts, the labeling is done all right, and the casings are just perfect for each and every one of them. Along with the museum (yes humor me for a while) you have been given a certain budget to keep the museum going. The icing on the cake? You get also all the personnel needed to run this museum. Now, comes the catch. You need to make it work. But, how do you do that? You want to have people visiting your museum in a constant flow. Sure you will need public relations, advertising, maybe some collaborations with other museums, let’s throw in there and some educational programs (in order to attract younger ages), a website for this museum with everything built in like information about the museum, a virtual tour of the museum, and educational games for children and everything that new technologies can provide you and the list can keep on going. Each and everything you read in the last sentence are only some of the tools that one can have in order to turn a simple museum into a successful museum. Because, if you can combine all of these tools, you will have eventually a lot of people visit and revisit your museum. This in fact is the gist of marketing. Taking all the tools you have to turn something ordinary to extraordinary. In this thesis we will not discuss about an imaginary museum but for an actual museum that has a long history (over 100 years) and how it can utilize all of its tools through the marketing process and its strategies. The museum at hand is the Byzantine and Christian Museum in Athens. Key words: marketing, museum, marketing strategies for museums, Byzantine and Christian Museum
The Role of Museums in the Process of Creating A Brand City The Case of Ankara
ürkiye İletişim Araştırmaları Dergisi, 2023
It is crucial to evaluate the usage practices of social networks in sustaining the urban brand. In this study, we discussed how museums as social memory spaces are subject to social media posts. The study is noteworthy because it gives an opinion about social media posts of museum visitors and determines the approach to museums in the formation of an urban brand. Accordingly, we examined the Instagram posts of social media users related to museums in Ankara via content analysis. We found that the posts shared were mainly photos. Museums were the greatest data source for the corporate Instagram accounts according to sharing frequency and they were all foundation and private museums. Examining the purposes of sharing, we determined a multidirectional social media use in the dimensions of communication via announcement, publicity and informing. Analysing the use of hashtags related to museums in the process of creating a brand city revealed that museums highlighted themselves, their activities and the city where they are located. The experience of visiting the museum creates the opinion that there is an impression of the brand value of the city where the museum is located. As a result of the study, we found that it is necessary to organize a campaign based on a specific motto to be shared by corporate accounts of museums, personal accounts of visitors, and Instagram content creators to strengthen the positioning of Ankara museums related to the city.