REBRANDING MUSEUMS: RELEVANCY IN A COMPETITIVE CULTURAL MARKETPLACE
By: Jaime Perutz
Published: 2017
Uploaded: 03/06/2017
Uploaded by: Arts Administration Program
Pockets: Arts Administration Program Theses, Arts Administration Program Theses (Permission Required), Arts Administration: General, Marketing, Visual Arts, Museums, Crafts
Tags: Brand, Cultural Marketplace, Identity, marketing, museums, outsourcing, Rebranding

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Description/Abstract: In order to stay competitive and relevant in the cultural marketplace, museums must constantly reinvent themselves. Location transition, building acquisition, programmatic changes, and internal restructuring can be the impetus for complete institutional rebranding. If brand is the sum total of the museum’s goals, motifs, programs, vision, culture, and imagery, then rebrand must be the complete reworking of each and every one of these factors, which contributes to the development and implementation of a more accurate and relevant physical and non-physical representation of the organization as a whole. Depending on the scope, size, or stage of a rebrand, museums may choose to outsource the rebranding process, giving some of the design and decision-making power to a third party organization. What, then, are the considerations museum marketing professionals take into account when rebranding the institution and what influence, if any, does outsourcing have on the rebranding campaign? To what extent does the institution’s history and mission inform the rebranding process? What are the ways the rebranding process helps the institution stay competitive in the museum field and cultural marketplace? Whether a museum undergoes a change as small as logo redesign, or as large as a complete identity overhaul, rebranding helps these institutions realize their missions, grow collections, and develop audiences.