OAFP 2165 - Marketing and brand identity for cultural institutions tions

This course will cover the concept of marketing and branding adapted for cultural institutions.

A brand is the perception that people have of an organization. It embodies tangible and intangible qualities, creating value and influencing how it is perceived, both internally and externally. During this class, we will investigate how branding has become a tool for cultural institutions and how an effective brand strategy can help cultural institutions enhance awareness, develop brand-visitor relationship but also be an alternative source of revenue. We will also question the limits and risks inherent to branding and how it can damage a reputation and impact the relationship with the public.

Among the thematic that the class will tackle, we will investigate the value of the Louvre with a focus on partnership such as Louvre Abou Dhabi or Uniqlo, question the development strategy of the Guggenheim and think in terms of revenue and economic balance. We will also interrogate the French cultural brand, “Institut Français” and wonder how it can contribute to a strategy of influence.

• No-prior knowledge / pas de connaissance spécifique
• Strong interest in cultural organizations / fort intérêt pour les organisations culturelles

• Analyser l’environnement concurrentiel direct et indirect d’un établissement culturel et identifier ses avantages compétitifs
• Concevoir une identité de marque forte pour une institution culturelle
• Déployer une stratégie de licence de marque comme source de recettes pour l’institution culturelle
• Anticiper les risques de réputation et défendre l’image de marque de l’institution culturelle
• Déterminer le juste positionnement d’une institution culturelle et sa traduction concrète sur les différents supports de communication afin d’optimiser la notoriété de l’institution
• Analyze the direct and indirect competitive environment of a cultural institution and identify its competitive advantages
• Design a strong brand identity for a cultural institution
• Deploy a brand-licensing strategy as a source of revenue for the cultural institution
• Anticipate reputation risks and protect the cultural institution’s brand image
• Determine the appropriate positioning of a cultural institution and translate it concretely across various communication channels to enhance the institution’s brand recognition

Students will be asked to prepare presentations for the class, and participate in case-studies