ABSTRACT

Brand management has become a key element in museum differentiation and competitiveness. When a museum’s brand is associated with a particular artist, the artist is a brand in themselves, bestowing the museum added value and shaping its personality. In recent years there has been a growing trend in museum management towards strengthening their brands. The aim of this work is to determine the elements of transmission of brand identity in museums associated with an artist based on the model proposed by Aaker [1996. Construir Marcas Poderosas. Barcelona: Gestión 2000]. A qualitative methodology based on thematic analysis has been employed to draw the main conclusions from the in-depth interviews of the directors and heads of Communication and Marketing of the Picasso museums in Spain. The results reflect that the link between brand, artist and museum is not only transmitted through the product, symbolism and organisation but also through its connection with the territory and its digital sphere.

摘要

品牌管理已成为博物馆差异化和竞争力的关键要素。当博物馆的品牌与特定艺术家相关联时，艺术家本身就是一个品牌，赋予博物馆附加值并塑造其个性。近年来，博物馆管理部门越来越倾向于加强其品牌。这项工作的目的是根据 Aaker [1996.1] 提出的模型，确定与艺术家相关的博物馆品牌标识传输的要素。建设 Marcas Poderosas. 巴塞罗那：Gestión 2000]。采用基于主题分析的定性方法，从对西班牙毕加索博物馆传播和营销主管和负责人的深入访谈中得出主要结论。结果表明，品牌、艺术家和博物馆之间的联系不仅通过产品、象征意义和组织传播，还通过其与领土及其数字领域的联系传播。