Muziejaus prekės ženklas ar etiketė? Lietuvos jūrų muziejaus atvejis

LTLietuvos jūrų muziejaus prekės ženklo išskirtinumas priklauso ne vien nuo vardo pastovumo, bet ir nuo visų elementų harmoningo derinimo bei nuoseklaus jų išlaikymo. Įgyvendinant šį tikslą, yra pasitelkiamos ne tik išorinės komunikacijos, bet ir vidaus komunikacijos priemonės. [Iš teksto, p. 15]

ENMuseums, as many other market players, are involved into the competition for the potential consumer’s attention. Today, to be heard in the over-communicated market is not enough to publish striking advertisement. Wishing to sell its services museum must develop its marketing strategy very well and to be perfectly acquainted with the market. Concept “brand” is more often associated with commercial sector and to the cultural organizations sounds too “dirty”. But today, many brands integrate themselves into sports, health care, charity and culture spheres becoming more and more significant and concurrent elements of our daily life. Many museums administrators today do not imagine how they could use elements of the branding strategy to increase the development of their organization and to promote its enterprise museums becoming equal players of the cultural market.This publication overlooks theoretical conceptions of branding strategies and reviews the possibilities to use them for the development of the enterprise of the museums. Also, the present situation of Lithuanian museums’ marketing and branding activities was analysed. The experience of the museums having strong and valuable brands in other countries is studied in comparison with the situation in Lithuania. The preliminary guidelines of the museum branding strategy were prepared having in consideration practical aspects of the most valuable museums in Europe branding strategies. Using the proposed structure of branding strategy, the situation of the Lithuanian Sea Museum was analyzed. [From the publication]