We are living in the 21st century called as an era of culture, where higher interest in the enjoyment of culture and art than ever has led to increase in the consumption on culture and art products. The supply of art museums as well as other cultural ...
We are living in the 21st century called as an era of culture, where higher interest in the enjoyment of culture and art than ever has led to increase in the consumption on culture and art products. The supply of art museums as well as other cultural facilities has increased a lot more as if it reflects social changes and those art museums, non-profit organizations, has inevitably faced international competition to expand their finance and activate their operation. These changes are accelerating as the world is connected with one network owing to the development of information and technology including the internet, the boundary of economic environment collapses, and the boundary between states and industries in the economic environment expands. As conventional competition within the same industrial category disappeared and its boundary collapsed, the era of unlimited competition among different industries has come now. In the flow of changes, art museums have also come to compete with other culture and art industries, not within the same industrial category, and have started introducing the concept of a brand in oder to differentiate their existence from other industries, businesses, or products.
The concept of a brand in non-profit art museums needs to be introduced and studied in that it is indispensible to preventing the natural selection of art museums in the competition among all industries around the world arising from the changes of social and economic environment, keeping their intrinsic publicness and artistry, and communicating with the public, and a response to new changes of paradigm. While the conventional paradigm of art museums was collecting, storing, and exhibiting works of art, it has changed now: It has become important to communicate with visitors as a cultural brand. In communication of art museums who introduce the concept of a brand, the role of BI (brand identity) including its value system, individuality, and goals that visualizes, systemizes, and helps consumers perceive and favor brand images is as important as a brand.
Once brand identity is strongly built, it can hold a positive brand image in consumers’ heart and get advantages over other brands. These brand identity can be strengthened and expanded when they are strategically developed on the basis of visual factors. As it is the times when senses are expanding owing to changes of media, visual expansion is required for brand identity.
Accordingly, this is to review the change of BI paradigm arising from environmental variations from the aspect of visual expansion, summarize visual expansion factors for brand identity through preceding researches, and analyze cases of visual expansion for art museums’ brand identity. Then this aims to deduce the necessity of strategic BI design and its operation for art museums’ brands and importance for visual expansion of brand identity. Whitney Museum of American Art, The Jewish Museum, New Museum in USA, Serpentine Galleries in England, and National Museum of Modern and Contemporary Art in Korea that have renewed their brands since 2000 were selected for case analysis. The results of case analysis have revealed that they designed their brand identity based upon philosophy, values and their own unique individuality, and strategically and visually expanded their brand identity into various fields of communication according to changes of media.
In accordance with environmental changes including media, they have made further efforts to communicate aggressively with visitors and build a positive brand image differentiated from other art museums in addition to carrying out the conventional function of preserving and exhibiting works of art. This study has reached the conclusion that communication through visual expansion of brand identity according to environmental changes including media could become an effective strategy in building a brand image of art museums. Also it has a significance in the fact that visual expansion of brand identity has proved to be effective in building the brand image of art museums. It is hence suggested that follow-up studies should be carried out to present detailed guidelines for visual expansion of brand identity along with empirical studies including a questionnaire survey on visitors based upon various domestic and foreign cases.
，韩语论文，韩语毕业论文 |
