perception of museums as a brand -...
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Perception of Museums as a Brand
Case study in Armenia
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The Brand is more than just a design or solution to one or another product or service
“Everything is brand … and You – yes, you…”
Philip Kotler
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Challenges in Armenia
• Regarding the post-soviet era to localize the advanced approaches of
museum marketing and the integrity into new market relationship is one
of the debating questions.
• The difficulties in 90s made the museums to preserve the existing system
but looking forward for new ideas.
• Even 20 year later museums are concentrated more on scientific or
academic researches instead of public programs, visitor studies, creating
and maintaining the image.
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Russian Art Museum /Cascade Complex/
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The most of the museums in modern Armenia are depend on state cultural policy…
Thus facing 3 main problems
1. Legislative
2. Administrative
3. Personnel
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Ervand Kochar Museum /Cascade Complex/
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But…
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“Culture is considered to be not only a field for permanent support
and financial assistance from state but also a key resource for social
and economic developments” Marine Haroyan ICOM Armenia, Chair.
…Cultural heritage is one of the brand building identities for Armenia
and being a part of that heritage museums should more actively be
involved in socio-cultural activities for transcending the unique
specifications thus creating demand for non-tangible values.
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Cafesjian Center for the Arts /Cascade Complex/
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Results of research
Positive Negative
1. Experience /Staff 1. Team work
2. Willingness to changes 2. Collaboration
3. Creativeness 3. Practical implementation
4. Historical heritage 4. Uncertain perspectives
… museum are still looking for the main keys to use their potential…
Therefore, the true perception of the museum as a brand within the concept
Marketing 3.0 we have to start inside the staff where are hidden most of the
answers to the questions above.
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THANK YOU FOR YOUR ATTENTION
QUESTIONS?
Hayk Mkrtchyan
Davit Poghosyan