Rebranding: the example of a cultural institution

Abstract

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 the rebranding. These comprised visitors as well as non-visitors. In detail the concept and results were intended to resolve if brand elements are plausible, if people are acquainted with them after a short period and if they can be remembered and attributed correctly. It was possible to indicate an effect on brand awareness after a short but intensely promoted introduction period of the new brand to the public.

Keywords

• rebranding
• brand awareness
• recognition
• recall
• cultural sector