Search
Abstract
A new type of museum appeared – the corporate museum. The museum institution in this instance has been used as a new marketing device for building corporate identity strategies. Their inception is not based on the existing context of a place, but appears to be integrated with the corporate identity program, exposing the company’s values and philosophy. The corporate museums are thematic, commercial buildings, owned by a particular firm, where the history of the company brand and products development is presented. Architecture of corporate museums must doubtless be identified with the brand, reflecting the high quality of a brand’s products. The surveys were carried out on freshly constructed corporate museums like Porsche, Mercedes and BMW Welt. They are located next to the factories where the brand products are manufactured. The immediate vicinity of the corporate museum to the production zone allows the exhibition to extend to the production line. Corporate museums generate considerable benefits, as the cultural potential of a space where the museums are built increases. Their outside-the-city location economically activates forgotten zones of the town. Corporate museums extend the city’s tourist and cultural offer and their buildings become a recognizable element in a city’s marketing image. These facts prove that museum institutions can be successfully used for commercial purposes.
Cite as
Full text
full text is not available in portal
Keywords
Details
- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
International Journal of the Inclusive Museum
no. 6,
edition 2,
pages 29 - 37,
ISSN: 1835-2014 - Language:
- English
- Publication year:
- 2014
- Bibliographic description:
- Piątkowska K.: The Corporate Museum: A New Type of Museum Created as a Component of Marketing Company// International Journal of the Inclusive Museum. -Vol. 6., iss. 2 (2014), s.29-37
- Verified by:
- Gdańsk University of Technology
seen 241 times