Don’t Tate Us! The impediments and drivers of branding museums

Jody Evans, Melbourne Business School
Kerrie Bridson, Deakin University

Abstract

There is much debate about marketing and branding within the not-for-profit and particularly the museum sector. Yet, in an unpredictable operating environment it seems imperative for museums to take control of their identity and image. 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.