Home
Tags
No Tags
Understanding of Museum Branding and Its Consequences on Museum Finance
| Title: | Understanding of Museum Branding and Its Consequences on Museum Finance |
| Author: | Kim, SeJeong |
| Description: | Brands play multiple and critical roles for nonprofit museums. A strong brand is essential for fundraising and further implementing museum missions. Building trust with customers and donors helps museums succeed in an insecure and rapidly changing environment. Many museums have accepted the concept of brands into their management and actually carry out branding campaigns. However, misconceptions of brands and branding still exist, even among nonprofit leaders and managers. Also, there is no consistent understanding of brands and branding. These misconceptions can be barriers to museums efficiently undertaking branding strategies. Especially daunting is the perception of branding as an expensive practice-a very sensitive matter for nonprofit organizations. It is essential that museum managers correctly understand the financial concepts of brands and branding. Knowing the value of the brand asset can ensure that it is measured, protected, and leveraged to meet the missions of the organization successfully. Museum managers and leaders are uniquely responsible for strengthening their brand assets and for successfully positioning their organizations for the future. Case studies demonstrate the possibilities of museum branding at low cost; a fact that should motivate many small museums that can not expend millions upon branding campaigns to consider a branding project more positively. It is desirable for museums to exchange information regarding branding campaigns and to study vigorously various cases of museum branding. Since brands are related to each institution's core value each case is unique, but the process is similar in every case. It is not money, but the serious and sensible consideration for each institution's values that leads to a successful brand. It would be in the best interest of each institution to engage in a branding campaign. |
| Permanent Link: |
http://rave.ohiolink.edu/etdc/view?acc_num=akron1208785497
http://hdl.handle.net/2374.OX/3741 |
| Date: | 2008 |
Files in this item
| Files | Size | Format | View |
|---|---|---|---|
|
There are no files associated with this item. |
|||