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Leveraging the brands of campus muse...

Morris, Violet.

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Leveraging the brands of campus museums: Opportunities and strategies.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Leveraging the brands of campus museums: Opportunities and strategies./
作者:	Morris, Violet.
面頁冊數:	153 p.
附註:	Source: Masters Abstracts International, Volume: 51-06.
Contained By:	Masters Abstracts International51-06(E).
標題:	Business Administration, Arts Management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1536768
ISBN:	9781303058486

Leveraging the brands of campus museums: Opportunities and strategies.
Morris, Violet.

Leveraging the brands of campus museums: Opportunities and strategies. - 153 p.

Source: Masters Abstracts International, Volume: 51-06.

Thesis (M.A.)--American University, 2013.

As university museums evolve to encompass broader, more diverse audiences and adopt innovative new approaches to visitor engagement, it has become necessary to establish a compelling brand identity for communications, development and programming initiatives to maintain this sector-wide momentum. This study identifies two patterns in the university museum sector — new building projects and partnerships and affiliations — through which it explores strategies for leveraging an institutional brand. A qualitative research model examines two case studies within each opportunity using a framework of three common themes: a focus on the future, an expanding academic reach, and recognition of brand value. Interviews with communications, development and education staff illustrate the ways in which a compelling brand identity shapes a successful new building launch or partnership formation. Overall, the study emphasizes the role branding plays in the reimagining of a unique sector of American museums.

ISBN: 9781303058486Subjects--Topical Terms:

1674038
Business Administration, Arts Management.

Leveraging the brands of campus museums: Opportunities and strategies.
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