Article | National museums in a global world. NaMu III; Department of culture studies and oriental languages; University of Oslo; Norway; 19-21 November 2007 | To Be or Not to Be: New Branding Strategies of UK National Museums in the Global Village

Title:
To Be or Not to Be: New Branding Strategies of UK National Museums in the Global Village
Author:
Shin-Chieh Tzeng: School of Art History, University of St Andrews, Scotland
Download:
Full text (pdf)
Year:
2007
Conference:
National museums in a global world. NaMu III; Department of culture studies and oriental languages; University of Oslo; Norway; 19-21 November 2007
Issue:
031
Article no.:
012
Pages:
139-152
No. of pages:
13
Publication type:
Abstract and Fulltext
Published:
2008-07-16
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


How does a national museum occupy the visitor’s mind in the global era? Facing increasing competition all over the world; ‘branding’ 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 ‘to be or not to be’.

National museums in a global world. NaMu III; Department of culture studies and oriental languages; University of Oslo; Norway; 19-21 November 2007

Author:
Shin-Chieh Tzeng
Title:
To Be or Not to Be: New Branding Strategies of UK National Museums in the Global Village
References:

Adams; D. 1983. Museum Public Relations. Nashville: Association for State and Local History.


Colbert; F. 2001. Marketing Culture and the Arts. Montreal: HEC.


Duncan; D. 1995. Civilizing Rituals: Inside Public Museums. London: Routledge.


Hannagan; T. J. 1992. Marketing For the Non-profit Sector. London: Macmillan.


Hede; A-M. 2007. Branding Museums in the Global Marketplace. In Rentschler; R. & Hede; A-M. (ed.) Museum Marketing: Competing in the Global Marketplace. London: Elsevier; p. 152-159.


Heywood; F. 2007. ‘Scotland’s Royal Museum Drops its ‘Majestic’ Tag’ in Museums Journal; P.11-P.11.


Jones; M. 2000. “Why a Museum of Scotland?: Aspiration and Expectations” in Heritage and Museum: Shaping National Identity. Fladmark; J. M. eds; Shaftesbury: Donhead; p.3-p.15.


Kotler; P. & Andreasen; A. R. 1991. Strategic Marketing for Nonprofit Organizations. Principles of Marketing. Englewood Cliffs: Prentice-Hall.


Kotler; P. & Armstrong; G. 1991. Principles of Marketing. Englewood Cliffs: Prentice-Hall.


Kotler; P. & Kotler; N. 1998. Museum Strategy Marketing: Designing Missions; Building Audiences and Generating Revenues and Resources. San Francisco: Jossey-Bass.


Museums & Galleries Commission; 1994. The Museum Marketing Handbook. London: HMSO.


McKean; C. 2000. The Making of the Museum of Scotland. Edinburgh: National Museums of Scotland Publishing Limited.
McLean; F. 1997. Marketing the Museum. London: Routledge.


Museums and Galleries Commission. 1988. The National Museums: the National Museums and Galleries in the United Kingdom. London: HMSO.


Royal Scottish Museum. 1986. The Royal Scottish Museum Final Report: 1983/84/85. Edinburgh: The Royal Scottish Museum.


Runyard; S. & French; Y. 1999. Marketing and Public Relations Handbook for Museums; Galleries & Heritage Attractions. London: The Stationery Office.


Scott; C. 2007. Branding Museums. In Rentschler; R. & Hede; A-M. (ed.) Museum Marketing: Competing in the Global Marketplace. London: Elsevier; p. 169-185.


Searing; H. 2004. Art Spaces: The Architecture of Four Tates. London: Tate Publishing.


Tzeng; S. 2005. “A Comparative Study of Museum Governance in the UK and in Taiwan.” in Colbert; F. (eds.) The 8th International Conference on Arts and Cultural Management Proceedings. Montreal: HEC Montreal.


Wallace; M. 2006. Museum Branding: How to Create and Maintain Image; Loyalty; and Support. Lanham: Altamira.


Williams; A. 1981. A Heritage for Scotland: Scotland’s National Museums and Galleries: The Next 25 Years. Edinburgh: HMSO.


Wilson; D. M. 2002. The British Museum: A History. London: The British Museum Press.


Wolf; T. 1999. Managing a Nonprofit Organisation in the Twenty-First Century. New York: Fireside.

National museums in a global world. NaMu III; Department of culture studies and oriental languages; University of Oslo; Norway; 19-21 November 2007

Author:
Shin-Chieh Tzeng
Title:
To Be or Not to Be: New Branding Strategies of UK National Museums in the Global Village
Note: the following are taken directly from CrossRef
Citations:
No citations available at the moment