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Authors:Shin-Chieh Tzeng: School of Art History, University of St Andrews, Scotland
Publication title:To Be or Not to Be: New Branding Strategies of UK National Museums in the Global Village
Conference:National museums in a global world. NaMu III, Department of culture studies and oriental languages, University of Oslo, Norway, 19–21 November 2007
Publication type: Abstract and Fulltext
Issue:031
Article No.:012
Abstract: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’.
Language:English
Year:2007
No. of pages:13
Pages:139-152
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
File:http://www.ep.liu.se/ecp/031/012/ecp0703112.pdf
Available:2008-07-16
Publisher:Linköping University Electronic Press, Linköpings universitet

REFERENCE TO THIS PAGE
Shin-Chieh Tzeng (2007). To Be or Not to Be: New Branding Strategies of UK National Museums in the Global Village, National museums in a global world. NaMu III, Department of culture studies and oriental languages, University of Oslo, Norway, 19–21 November 2007 http://www.ep.liu.se/ecp_article/index.en.aspx?issue=031;article=012 (accessed 4/21/2014)