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- Title
Brand Audit for Cultural Institutions (BAC): A Validated and Holistic Brand Controlling Tool.
- Authors
Baumgarth, Carsten; Kaluza, Marina; Lohrisch, Nicole
- Abstract
The emphasis on the brand management concept in cultural institutions has increased in research and practice as the pressures on the survival of these institutions have intensified. The capacity of a strong brand to positively influence visitor numbers and loyalty is limited by two managerial shortcomings: cultural brand managers may implement the process without establishing solid control procedures, and they typically have a somewhat sketchy and tactical view of brands in general and their own brand in particular. The objective of this study was to develop a management tool that can serve as the framework for a more holistic understanding of the complexity of brands and brand management and for the control and evaluation of brand strategy in cultural institutions. The proposed Brand Audit for Cultural Institutions (BAC) comprises 15 dimensions and 83 indicators. The assessment of a particular cultural institution is carried out by means of a team-managed external audit, a validated scoring model and a mixed methods approach, all of which are described, illustrated and discussed.
- Subjects
CULTURAL industries; BRAND name products; BRANDING (Marketing); MARKETING audits; MANAGEMENT controls; MARKETING
- Publication
International Journal of Arts Management, 2016, Vol 19, Issue 1, p54
- ISSN
1480-8986
- Publication type
Article