Niche Museums: How Do They Effectively Build And Develop An Institutional Brand?
By: Katherine Liang
Published: 2017
Uploaded: 04/24/2017
Uploaded by: Arts Administration Program
Pockets: Arts Administration Program Theses (Permission Required), Arts Administration: General, Marketing, Visual Arts, Museums, Crafts
Tags: Audience Research, branding strategy, museum partnership, Niche museum

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Description/Abstract: This thesis investigates how niche museums build and develop their brands through searching for authentic brand values, figuring out the audience’s expectations and requirements, as well as cultivating partnerships with other institutions, either non-profits or for-profits. The research is based on a study of three institutions located in New York City ---Museum of Arts and Design, Asia Society and Morgan Library & Museum --- as well as interviews with staff members from these three institutions. So far when these museums are trying hard to expand programming and diversify audience background, how do they define the core value of their brand? How do they keep their brand sustainable and consistent throughout the time? How do they engage and delight new and returning visitors? How does the strategic partnership contribute to museum brand development? Answers to these questions will encourage arts administrators to consider how to determine the most appropriate practices for niche museum branding, as well as the possibility to adapt business strategies into a non-profit context.