How does a national museum occupy the visitorâs mind in the global era? Facing increasing competition all over the world; âbrandingâ has played a more important role in strategic planning for museum marketing. In the UK; five out of eighteen national museums have changed their names during the last few decades and some are still planning to change the names of their branches to build a stronger brand name and identity. However; some are persistent with their established brand names. What kind of motivation makes this difference? What new branding strategies are adopted to face more competition in the global village? Three national museums have been selected as case studies to understand their strategic thinking by conducting in-depth interviews. As a result; it is the branding strategy that decides these national museums âto be or not to beâ.