Art Marketing: Collaboration as the Brand-Promotional Tool for Cultural Venues

Student: Kachanovskaya Anastasia

Supervisor: Kirill Chmel

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Art-collaborations are considered to be a competitive marketing tool for different commercial brands and the positive effect of such collaborations was substantiated in numerous studies. The current paper aims to investigate the way how art-collaborations impact the brand of the museum (as a cultural venue) under the context of the Experience Economy. The study examines cases of art-collaborations between Moscow museums and brands from 2014 to 2020. To conduct this study, such methods as case study and expert interviews were used. The results of the research show that art-collaborations influence significantly on the customer’s perception of the museum’s brand. The analysis of considered cases proved that collaborations with brands help to change proposition and brand of the museum. Keywords: art marketing, cultural venues, collaboration, the Experience Economy.

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