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Branding contemporary art museums in...

State University of New York at Buffalo., Arts Management.

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Branding contemporary art museums in the United States.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Branding contemporary art museums in the United States./
作者:	White, Lauren A.
面頁冊數:	64 p.
附註:	Advisers: Carole Rosenstein; Ruth Bereson.
Contained By:	Masters Abstracts International46-06.
標題:	Art History. -
電子資源:	http://0-pqdd.sinica.edu.tw.lib1.npue.edu.tw/twdaoapp/servlet/advanced?query=1453473
ISBN:	9780549561460

Branding contemporary art museums in the United States.
White, Lauren A.

Branding contemporary art museums in the United States. - 64 p.

Advisers: Carole Rosenstein; Ruth Bereson.

Thesis (M.A.)--State University of New York at Buffalo, 2008.

This thesis discusses the reasons why contemporary art museums have felt the need to develop institutional brands and the implications that corporate branding strategies may have upon the American cultural landscape. Branding is discussed as a means through which commercial enterprises can construct and communicate an identity that matches the identities of their target market. In order to understand why corporate branding strategies may be attractive to contemporary art museums, this thesis addresses practical problems faced by nonprofit art museums and similarities between brand consumption and cultural consumption. The New Museum of Contemporary Art is used as a case study; public messages about the New Museum's identity are examined and the implications of these messages are discussed.

ISBN: 9780549561460Subjects--Topical Terms:

635474
Art History.

Branding contemporary art museums in the United States.
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