Corpus ID: 108420015

The Branding of Arts and Culture: An International Comparison

  title={The Branding of Arts and Culture: An International Comparison},
  author={M. Massi},
This paper explores the approach of arts and cultural organisations towards branding in Italy and Australia. Data were collected through extended interviews with general managers and marketing managers of 18 arts and cultural organisations, including museums, galleries, theatres and festivals of both countries. Through the analysis of the data collected, five initial elements emerged when seeking to classify the branding paradigms of the organisations, viz., the orientation of the brand… Expand
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