Branding beyond commerce: a critical investigation in to the changing attitudes of cultural branding

Gordon, Daniel (2013) Branding beyond commerce: a critical investigation in to the changing attitudes of cultural branding. BA dissertation, University of Portsmouth.

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    In recent years it has become increasingly difficult to ignore the rise in cultural branding, whether it is a museum, a charity, or even a school or university; traditionally non-profit organisations are seeking out branding programmes. As a result of this, it appears that when coming into contact with such organisations, one is no longer just engaging with them, but experiencing a brand. This dissertation intends to investigate and understand the changing attitudes of non-commercial organisations towards branding by evaluating the influence of the heavily brand-orientated corporate sector, discussing both similarities and differences between the two. It will particularly focus on the growing movement of branding and re-branding within the culture sector and question the reasons behind why these institutions feel it is now necessary to create a visual identity, implementing many of the principles used within commercial branding. It will also be looking into theories of identification over information and the theme of globalisation. Using the 2000 Wolff Olins rebrand of the Tate museums in London, Liverpool and St. Ives as the primary case study, amongst other examples, it also aims to explore the various issues and arguments that are raised by institutions within the cultural sector adopting a brand aesthetic. This includes the pros and cons of creating a commercially driven brand for an establishment that isn't usually associated with trying to sell a product or a service, in particularly analysing and exploring topics of globalisation and information signifying identity. It also aims to analyse the role of graphic design and the designers influence within this new development to gain a deeper understanding of the contributing factors for this movement.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Art and Design
    Depositing User: Jane Polwin
    Date Deposited: 06 Jan 2014 14:35
    Last Modified: 28 Jan 2015 12:32

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