Dr Marta Massi, Lumsa University, Rome, Italy; Australian, European and North American Arts and Culture Brands.
Objectives
The traditional interpretation of a brand, and the means by which an organisation communicates its brand, might be considered a product of a modernist managerial paradigm, with its focus on consistency, control, and coherence (Brown 1995, 1999; Firat and Shultz 1997). With the emergence of postmodernism, this logic has been challenged by one of flexibility and openness, since consumers are no longer willing to commit or conform to any unified and consistent idea, system, or narrative. In order to explain this change in the management of brands, this research examines cultural brands in Australia, Europe and North America to ascertain where a range of arts and cultural brands fit into a modern or postmodern paradigm, and how this understanding might contribute to better management of art and culture brands.