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An initial classification of branding strategy in Australian arts organisations

Massi, Marta and Harrison, Paul 2008, An initial classification of branding strategy in Australian arts organisations, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-8.

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Title An initial classification of branding strategy in Australian arts organisations
Author(s) Massi, Marta
Harrison, Paul
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Total pages 8
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary This research examined the corporate branding approaches and strategies adopted by six prominent Australian arts and cultural organisations. The aim of this exploration was to identify patterns in branding across different arts and cultural organisations, and attempt to provide an initial classification for understanding how these organisations approach branding strategy. We found that three factors influenced branding strategy in the surveyed organisations, viz., the focus of branding process, the degree of consistency in branding communication, and the required level of customers’ involvement in the branded products. The organisations studied were then plotted on a continuum that considered each of these factors.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150506 Marketing Theory
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018166

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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