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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ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Spanjaard, Daniela Denize, Sara Sharma, Neeru
Australian and New Zealand Marketing Academy Conference
Place of publication
Canning Bridge, W.A.
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.
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