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Portrait of a Star: National Gallery of Victoria
International Journal of Arts Management (2011)
  • Ruth Rentschler, Deakin University
  • Kerrie Bridson, Deakin University
  • Jody Evans, Melbourne Business School

Museums are an important segment of the creative industries arena. A "star" art museum in Melbourne, Australia, is the National Gallery of Victoria, whose mission is to illuminate life by collecting and presenting great art. This gallery operates in an increasingly competitive landscape. It is becoming more competitive and is continuously striving to achieve its own ambitions and meet the expectations of multiple stakeholders. The present case study uses a brand orientation lens to evaluate the Gallery in order to address a gap in both the brand orientation and the museum marketing literature. It is crafted from interviews, surveys and internal documents. The case study is an exemplar for other institutions to identify how brand orientation manifests itself within their institution.

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Citation Information
Ruth Rentschler, Kerrie Bridson and Jody Evans. "Portrait of a Star: National Gallery of Victoria" International Journal of Arts Management Vol. 13 Iss. 2 (2011)
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