The text could be interesting for
the study unit as it gives us an insight in the strategic working of art
museums and how they promote themselves as a brand which is what is now
expected of the students of Experience Design 2 for the Arctic Design Week
2018. One of our learning objectives being to improve our knowledge about
‘product’ experience, the text explains how art museums develop their
customers’ experience through establishing a brand identity and what the
concept of brand identity actually involves.
Through this case study I have
learned how brand identity can be advanced as a strategic tool in art museums
through specific management and marketing practices. The combination of
marketing and art are often seen as controversial which is what this case study
contests. Authors Pusa and Uusitalo claim through their study that in contrary,
marketing could help art museums achieve their goals without ‘downgrading art’.
In order to improve audience accessibility a museum identity is created and
developed through core products, a brand personality, symbols and organizational
characteristics and associations. Those elements will also help ‘them’ defining
the more useful strategic tools.
The main reason that art museums create
a brand identity is to make people spend more of their time on cultural
pursuits. But, they also accord high importance to differentiate themselves
from other art museums and to become a renowned brand since it has for the
customer become a sign of quality and popularity to have a brand.
Core products will help the museum
build their brand identity through the collections and exhibitions, the
services they offer, the ‘perceived’ quality by customers and a purpose (a
scope). Creating a brand personality helps the museum shaping an imaginary
perspective for the customers. A renowned museum can for example expose work of
an unknown artist from which the artist will enjoy the museums’ reputation.
This can work both ways, a museum could benefit of the fame of an artist and so
share the reputation. A personality isn’t only created through an artists or
museums reputation but is to ‘some extent’ also ‘related’ to the museum’s
curator/ director/ founder/ manager that are representing the organization in
And it is through symbolism that an
art museum will try to represent its brand identity as a figure or icon. To achieve
this goal, they make use of different symbolic aspects; psychological and
physical elements. Those include the art museums’ brand name and building in
which the architecture plays a major role. Further on the brand identity is
also developed through the characteristics of the organization such as the
history that could play a role in the perceived image of the museum.
think that one of the dangers in the cooperation of art and marketing is that
the public would find it too commercialised. I entirely agree with what the ‘main
opinion’ said in the text about it, that marketing would focus on the popular
and superficial and that the consequences would be that “the quality and
popularity of art would be questioned” (). Because only a small amount of fancied
artist would be displayed in museums.
But on the other hand I also agree that
a cooperation between art and marketing could be successful (without any harm
done to art) with specific marketing and strategic tools. Communication would
play a major role in the promotion. I think it would not only help them to
reach art lovers but also to build a long term relationship with regular art
consumers who would also be bought into the fold.