Creating Brand Identity in Art Museums: A Case Study

This article discusses branding and ways to create brand identity in art museums. Brand identity can be constructed using museums' core products and services, persons, symbols or organizational properties. The authors discuss in detail these main dimensions of the concept and give examples of each. They also analyze interview data from three museums of modern and contemporary art to determine which aspects of brand identity are applied by museums and the extent to which they are used in everyday practice. The article concludes that the concept of brand identity thus far familiar only to marketing scholars can also be useful in non-commercial fields by offering managerial ideas on how to improve a museum's distinctiveness and attractiveness.