Razem o dziedzictwie. Budowa marki instytucji kultury w kontekście marki miasta. Studium przypadku Poznańskiego Centrum Dziedzictwa
Together About Heritage. Building the Brand of a Cultural Institution in the Context of the City’s Brand. A Case Study of the Poznań Heritage Centre
Author(s): Bartosz MałolepszySubject(s): Social Sciences, Economy, Museology & Heritage Studies, Library and Information Science, Business Economy / Management, Sociology, Management and complex organizations, Sociology of Culture
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: place marketing; city brand; brand of cultural institution; values; benefits and stakeholders of the brand; house of brands; umbrella brand
Summary/Abstract: The article is concerned with professional marketing activities of cultural institutions and local governments. The article showcases the importance of local heritage and its influence on their distinctive and competitive character. The aim of the research is to attempt to complete the process of creating the cultural institution’s brand in the context of the city’s brand by the example of Poznań Heritage Centre. The background of the discussed issues is the presentation of the specificity of marketing activities in the culture industry and local government. The research conclusions show that the use of the brand model is an effective way to manage a cultural institution and provide effective support for the city’s image. The article was written using the method of analysing the literature and presenting a case study.
Journal: Zarządzanie w kulturze
- Issue Year: 24/2023
- Issue No: 4
- Page Range: 241 - 273
- Page Count: 33
- Language: Polish
