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Leveraging the brands of campus muse...

Morris, Violet.

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Leveraging the brands of campus museums: Opportunities and strategies.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Leveraging the brands of campus museums: Opportunities and strategies./
Author:	Morris, Violet.
Description:	153 p.
Notes:	Source: Masters Abstracts International, Volume: 51-06.
Contained By:	Masters Abstracts International51-06(E).
Subject:	Business Administration, Arts Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1536768
ISBN:	9781303058486

Leveraging the brands of campus museums: Opportunities and strategies.
Morris, Violet.

Leveraging the brands of campus museums: Opportunities and strategies. - 153 p.

Source: Masters Abstracts International, Volume: 51-06.

Thesis (M.A.)--American University, 2013.

As university museums evolve to encompass broader, more diverse audiences and adopt innovative new approaches to visitor engagement, it has become necessary to establish a compelling brand identity for communications, development and programming initiatives to maintain this sector-wide momentum. This study identifies two patterns in the university museum sector — new building projects and partnerships and affiliations — through which it explores strategies for leveraging an institutional brand. A qualitative research model examines two case studies within each opportunity using a framework of three common themes: a focus on the future, an expanding academic reach, and recognition of brand value. Interviews with communications, development and education staff illustrate the ways in which a compelling brand identity shapes a successful new building launch or partnership formation. Overall, the study emphasizes the role branding plays in the reimagining of a unique sector of American museums.

ISBN: 9781303058486Subjects--Topical Terms:

1674038
Business Administration, Arts Management.

Leveraging the brands of campus museums: Opportunities and strategies.
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020 $a 9781303058486
035 $a (UMI)AAI1536768
035 $a AAI1536768
040 $a UMI $c UMI
100 1 $a Morris, Violet. $3 2092389
245 1 0 $a Leveraging the brands of campus museums: Opportunities and strategies.
300 $a 153 p.
500 $a Source: Masters Abstracts International, Volume: 51-06.
500 $a Adviser: Ximena Varela.
502 $a Thesis (M.A.)--American University, 2013.
520 $a As university museums evolve to encompass broader, more diverse audiences and adopt innovative new approaches to visitor engagement, it has become necessary to establish a compelling brand identity for communications, development and programming initiatives to maintain this sector-wide momentum. This study identifies two patterns in the university museum sector — new building projects and partnerships and affiliations — through which it explores strategies for leveraging an institutional brand. A qualitative research model examines two case studies within each opportunity using a framework of three common themes: a focus on the future, an expanding academic reach, and recognition of brand value. Interviews with communications, development and education staff illustrate the ways in which a compelling brand identity shapes a successful new building launch or partnership formation. Overall, the study emphasizes the role branding plays in the reimagining of a unique sector of American museums.
590 $a School code: 0008.
650 4 $a Business Administration, Arts Management. $3 1674038
650 4 $a Museology. $3 1018504
690 $a 0424
690 $a 0730
710 2 $a American University. $b Performing Arts. $3 2092388
773 0 $t Masters Abstracts International $g 51-06(E).
790 1 0 $a Varela, Ximena, $e advisor
790 1 0 $a Jeffri, Joan $e committee member
790 $a 0008
791 $a M.A.
792 $a 2013
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1536768