Brand Management in Cultural Institution

Abstract

The objective of this thesis is to assess the importance of brand management in cultural institutions, through the research question “What are the main challenges that cultural institutions face in terms of brand management, and how can it play a crucial role in solving these challenges?” Only qualitative and descriptive research was used in this dissertation, and the research data all came from secondary research. Although this method presents limitations in reliability and validity of the results, it offers important information for understanding current trends and strategies in brand management in cultural institutions. The first part of the thesis is a comprehensive literature review, which defines the important terms of the subject, explains the history of brand management, and highlights the main challenges facing cultural institutions. The case study analysed in this thesis is that of the Guggenheim Museum Bilbao. By examining brand management strategies implemented by the Guggenheim, this research shows how effective brand management can strengthen reputation, build loyalty, and generate revenue. The results of this research show the importance of a strategic and solid approach to brand management in cultural institutions