Don't tate us! The impediments and drivers of branding museums

This study examines the applicability of brand orientation, and its drivers and impediments in the museum context. A multiple case study approach, with 12 institutions across two countries (United Kingdom and Australia) was carried out. Results suggest that brand orientation provides the cultural platform to retain the distinctiveness of the institution and build the symbolic representation required to remain competitive in the future.

Marketing artertainment : are museums jumping on the bandwagon

The purpose of this paper is to argue that greater awareness of the traditions and innovations in marketing language, as exemplified in museum marketing, leads to enhanced ability to understand branding as a strategic tool. Successful art galleries can be thought of as branding “artertainment", actively engaged in bringing the art world and popular culture together in a competitive aesthetic arena. This paper sees branding straddling culture and linguistic criticism to look at its complex underpinnings in verbal and linguistic processes that link to larger socio-cultural issues on how brands work. It generates novel concepts and develops theory for marketers.

South Pacific museums : experiments in culture

A collection of outstanding analyses of museums in the South Pacific, written by cultural, museum and architectural critics, and historians. A series of snapshots introduce the reader to key museums in the region and longer essays explore these museums in broad terms.