Constructing Brand Value of Museums

Abstract

This study attempts to demonstrate how a tourism attraction (i.e., museum) could establish its brand equity. It involves a case study on one of the most famous museums in Taiwan which involves an in-depth interview. The results show that the museum under investigation has established a clear brand identification and its brand communications but has a limited interpretation of its brand assets. Recommendations include strengthening its experiential propaganda, organizing large-scale intercity festivals, coordinating with other vendors to sell cultural products, increasing the number of professional exhibitions, and establishing a self-evaluation mechanism.

Citation

Liu, W.-Y. and Chen, J.S. (2019), "Constructing Brand Value of Museums", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 15), Emerald Publishing Limited, Leeds, pp. 43-59. https://doi.org/10.1108/S1745-354220190000015003