Rebranding: the example of a cultural institution
The objective of the paper is to emphasize the influence of rebranding on the awareness of a museum brand as well as on single brand elements. By means of an analysis of brand awareness a comprehensive research study was carried out in two evaluation phases before and after the implementation of th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Research Group on Marketing and Operative Research
2014-08-01
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| Series: | Responsibility and Sustainability |
| Subjects: | |
| Online Access: | https://responsibility-sustainability.org/index.php/R-S/article/view/37 |