Don't tate us! The impediments and drivers of branding museums
Bridson, Kerrie and Evans, Jody 2007, Don't tate us! The impediments and drivers of branding museums, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 430-436.
Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
Dunedin, New Zealand
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.
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