Rebranding: the example of a cultural institution

Autores/as

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

Palabras clave:

rebranding, brand awareness, recognition, recall, cultural sector

Resumen

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.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Aaker, D. (1996). Building strong brands. New York: The Free Press.

AMA (2013): Dictionary. American Marketing Association. https://www.ama.org/resources/Pages/Dictionary.aspx. Accessed 23 January 2013.

Baumgarth, C. (2008). Markenpolitik: Markenwirkungen – Markenführung – Markencontrolling, Wiesbaden: Gabler-Verlag.

Barich, H. ,& Kotler, P. (1991). A framework for image management. MIT Sloan Management, 32(2), 94-104.

Günter, B. (2008). Branding als Marketingstrategie von Museen. In H. John, & B. Günter (Eds.) Das Museum als Marke – Branding als strategisches Managementinstrument für Museen (pp. 49-55). Bielefeld: Transcript.

Günter, B., & Hausmann, A. (2012). Kulturmarketing. 2nd ed. Wiesbaden: Springer.

Holden, S. (1993). Understanding brand awareness: let me give you a c(l)ue! Advances in Consumer Research, 20 (1), 383-388.

Howard, J. A., & Sheth, J. (1969). The theory of buyer behavior. New York: Wiley.

Keller, K. L. (2008). Strategic brand management: building, measuring and managing brand equity. 3rd ed. Upper Saddle River, NJ: Pearson.

Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: research findings and future priorities. Marketing Science, 25(6), 740-759.

Laurent, G., Kapferer, J., & Roussel, F. (1995). The underlying structure of brand awareness scores. Marketing Science, 14 (3), 170-179.

Merrilees, B., & Miller, D. (2008). Principles of corporate rebranding. European Journal of Marketing, 42(5/6), 537-552.

Mcdonald, E., & Sharp, B. (2000). Brand awareness effects on consumer decision-making for a common, repeat purchase product: a replication. Journal of Business Research, 48 (1), 5-15.

Museum Kunstpalast (2010/2011). Museum official website. Museum Kunstpalast. http://www.smkp.de/. Accessed 15 October 2010 and 19 September 2011.

Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: destroying, transferring or creating brand equity? European Journal of Marketing, 40 (7/8), 803-824.

Radder, L., & Huang, W. (2008). High-involvement and low-involvement products: a comparison of brand awareness among students at a South African university. Journal of Fashion Marketing and Management, 12(2), 232-243

Descargas

Publicado

2014-08-01

Cómo citar

Bittner, J., Günter, B., & Kniesa, J. (2014). Rebranding: the example of a cultural institution. Responsibility and Sustainability, 2(2), 49–55. Recuperado a partir de https://responsibility-sustainability.org/index.php/R-S/article/view/37

Número

Vol. 2 Núm. 2 (2014)

Sección

Case Reports

Licencia

Derechos de autor 2022 Creative Commons License CC-BY-NC-ND

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.