Rebranding: the example of a cultural institution

Janina Bittner; Bernd Günter; Julia Kniesa

Authors

Janina Bittner Heinrich-Heine-Universität Düsseldorf
Bernd Günter Heinrich-Heine-Universität Düsseldorf
Julia Kniesa Heinrich-Heine-Universität Düsseldorf

Keywords:

rebranding, brand awareness, recognition, recall, cultural sector

Abstract

The objective of the paper is to emphasize the influence of rebranding on the awareness of a museum brand as well as on single brand elements. By means of an analysis of brand awareness a comprehensive research study was carried out in two evaluation phases before and after the implementation of the rebranding. These comprised visitors as well as non-visitors. In detail the concept and results were intended to resolve if brand elements are plausible, if people are acquainted with them after a short period and if they can be remembered and attributed correctly. It was possible to indicate an effect on brand awareness after a short but intensely promoted introduction period of the new brand to the public.

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