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Branding in Arts Organizations

Ding, Zi-Yun
http://rave.ohiolink.edu/etdc/view?acc_num=akron1297979840

Abstract Details

2011, Master of Arts, University of Akron, Theatre Arts-Arts Administration.
As the economic climate has weakened and the technology available for accessing arts and entertainment at home has improved, the number of people attending arts events has declined. Arts organizations are facing increasing challenges both from competitors and from the current economic situation. If arts organizations are to survive, they must evolve with the times by expanding their current strategies and creating new tactics to ensure the continuation of attendance of the events that they organize. Many studies have found that brands can strengthen the power of organizations by increasing customer loyalty and developing a differentiated or clear identity. The purpose of this thesis is to examine branding, which is a useful and well-known strategy in the commercial sector, and investigate ways that it might be applied in the area of nonprofit—specifically arts—organizations. An examination of existing research can help establish how arts organizations use branding. The intention of this thesis is to suggest ways to enhance the use of branding strategies in arts organizations. As the scholar Alan Kay has stated, “the best way to predict the future is to create it” (Wheeler 2009), and it is this notion that lies at the heart of this thesis; the use of branding is clearly beneficial to arts organizations, regardless of whether they are profit or nonprofit, big or small.
Durand L. Pope, Dr. (Advisor)
Neil Sapienza, Dr. (Committee Member)
James Slowiak, Dr. (Committee Member)
95 p.
Arts Management
Branding; Arts; Arts organization

Recommended Citations

Citations

  • Ding, Z.-Y. (2011). Branding in Arts Organizations [Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1297979840

    APA Style (7th edition)

  • Ding, Zi-Yun. Branding in Arts Organizations. 2011. University of Akron, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=akron1297979840.

    MLA Style (8th edition)

  • Ding, Zi-Yun. "Branding in Arts Organizations." Master's thesis, University of Akron, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=akron1297979840

    Chicago Manual of Style (17th edition)

akron1297979840
12,128
© 2011, all rights reserved.
This open access ETD is published by University of Akron and OhioLINK.