Article - Problems of Modern Economics

The article focuses on the formation of strong brands of cultural institutions, in particular, art museums and galleries. The author analyses the connection between strong brands of art museums and other cultural objects and the tourist attractiveness of their location, as well as the mutual impact of brands by various cultural objects upon the brand of the respective territory as a whole. The article offers modification in the methodology of brand evaluation with regards to art museums and galleries, that can be used for ranging of the cultural institutions by state structures that develop strategic programs of territorial development.

Key words: museum, museum brand, Y&R methodology, brand evaluation

Pages: 162 - 167

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