Marketing communications of national art museums in Poland – barriers and opportunities for adopting a brand identity

Katarzyna Śmiałowicz

Abstract

Although there is quite a substantial body of literature which contains conceptualizations and models for introducing marketing communications in museums, there is still a lack of research that would answer the question why comprehensibility and effectiveness of brand image activities by Polish national museums, classified as artistic, is relatively low in comparison to the museum activities of other European cities. This research aims to find out; what inhibits the national art museums in Poland from improving their marketing communications for adopting a brand orientation and what opportunities museums have in this field. The method of data collection was qualitative in-depth interviews (IDI) with professionals responsible for marketing communication in national art museums in Poland. The issue of marketing communications and creating a museum brand image is a complicated subject due to the character of this type of institution. This research explores some barriers and potential to introduce modern marketing communications and brand orientation in national museums, classified as artistic, in Poland from the qualitative research lens. The article also presents recommendations for national art museums (and their authorities - state and local government units) striving to build a positive image of their brand and thus greater effectiveness in disseminating participation in high culture.
Author Katarzyna Śmiałowicz (WT / KMP)
Katarzyna Śmiałowicz,,
- Department of Product Marketing
Pages147-166
Publication size in sheets0.95
Book Ujwary-Gil Anna, Potoczek Natalia R. (eds.): Organizations in the Face of Growing Competition in the Market, 2019, Instytut Nauk Ekonomicznych Polskiej Akademii Nauk, ISBN 978-83-61597-60-5, [978-83-61597-61-2], 333 p.
Keywords in Polishkreowanie marki, muzea, badanie jakościowe, komunikacja marketingowa, sektor non-profit
Keywords in Englishbranding, museums, qualitative research, marketing communication, non-profit sector
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 04-02-2020, MonographChapterAuthor
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