Toolkit

Branding

Added on: 29th February 2008

Summary:

Branding is an important issue in the arts sector - we often have a number of different brands working simultaneously - for example brand one is the venue, brand two is the season of work, brand three is the production - there may also be actors in the production or artists in the exhibition that enjoy brand status.

Seasons are refreshed regularly and productions can be refreshed monthly - this gives arts marketers an unusually complex challenge in relation to establishing brands and moving from brand acceptance to a commitment to purchase or attend.

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