The Brand Marketing Strategies of Museums--A Case Study of Taipei County Yingge Ceramics Museum

• Main Author: 陳淑美
• Other Authors: Lai, Ying-Ying
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/74188441948148173222

碩士 === 國立臺灣藝術大學 === 應用媒體藝術研究所 === 96 === ABSTRACT In recent years, museums have rapidly increased in numbers within Taiwan. We have also seen that competition from all sectors of the leisure industry have given consumers many choices that are diverse and worthwhile. Within the educational and leisure environment, museum curators are facing a fierce competition within the industry, and the modern marketing knowledge push museums have to towards a careful brand management. Competitive branding is inevitable. If museums want to increase competitive advantage and fund–raising, they have to separate themselves from the others and establish a recognizable brand. Museum branding includes a logo and a theme, and then beyond those items to encompass every activity that touches the museum’s constituency. There has not been much research and case studies which have documented the beneficial links between museums and brand marketing. Therefore, the aim of this article is to attempt to explore how Yingge Ceramics Museum might go about creating its own unique brand and image to separate itself from other museums in Taiwan. The research will be conducted by case study, and the scope of exploration consists of three aspects：brand identity, brand equity and integrated communication. Five of these findings are worth summarizing: 1. The museum develops a brand from the brand identity aspect. 2. The Brand Marketing points include collections of Yingge Ceramics Museum that show to the history of ceramics and pottery and how this has been integrated into our daily lives. 3. The museum and other related affiliates will become a new power of communication in the near future. 4. Product placement marketing can also exploit the effectiveness of brand communication. 5. The brand identity directs the brand planning, and is carried out by brand planning to promote the brands identity.