harrison-initialclassification-2008.pdf (191.98 kB)
An initial classification of branding strategy in Australian arts organisations
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.
History
Event
Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)Pagination
1 - 8Publisher
Promaco ConventionsLocation
Olympic Park, Sydney, N.S.W.Place of publication
Canning Bridge, W.A.Start date
2008-12-01End date
2008-12-03ISBN-13
9781863081443ISBN-10
1863081445Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2008, ANZMACEditor/Contributor(s)
D Spanjaard, S Denize, N SharmaTitle of proceedings
ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeatUsage metrics
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