To Be or Not to Be

Shin-Chieh Tzeng
School of Art History, University of St Andrews, Scotland

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Ingår i: National museums in a global world. NaMu III; Department of culture studies and oriental languages; University of Oslo; Norway; 19-21 November 2007

Linköping Electronic Conference Proceedings 31:12, s. 139-152

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Publicerad: 2008-07-16


ISSN: 1650-3686 (tryckt), 1650-3740 (online)


How does a national museum occupy the visitor’s mind in the global era? Facing increasing competition all over the world; ‘branding’ has played a more important role in strategic planning for museum marketing. In the UK; five out of eighteen national museums have changed their names during the last few decades and some are still planning to change the names of their branches to build a stronger brand name and identity. However; some are persistent with their established brand names. What kind of motivation makes this difference? What new branding strategies are adopted to face more competition in the global village? Three national museums have been selected as case studies to understand their strategic thinking by conducting in-depth interviews. As a result; it is the branding strategy that decides these national museums ‘to be or not to be’.


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