Types And Characteristics Of Museum Positioning And Branding

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Museum Positioning & Branding (Cheung Ka Yan Viola 53600793)

Museum Positioning and branding is all about how a museum develop an identity in the community by advertising its own characteristics. It is important to let the audience to know how the museum is different in relation to other museums and competing leisure activities. In my part, I’m going to focus on the different museum positioning strategies, the creation of brand identity, brand image and the case of rebranding with local and overseas museum examples.

Museum Positioning and strategies
Museum positioning is one of the most essential premise when developing a museum branding strategy. It is defined as “the act of designing an organizational image, values and offerings, so that consumers understand, appreciate, and are drawn to what the organization stands for in relation to its competitors.” (Kolter and Neil, 2008) In other words, museum positioning is a way for the museum to identify themselves on which kind of content they are focusing, hence what kind of service can they provided to the audience. By advertising the uniqueness of a museum, it will be easier for the museum to draw a particular segments of customer when competing in the entertainment and education sector.

Instead of only list out all types of museum positioning strategies, I would like to give corresponding examples on each strategies. There are a total of three positioning strategies. Attribute positioning is when a museum

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