Tate Modern is a highly successful art gallery located in a converted power station in London. It was designed by renowned architects Herzog & de Meuron and opened in 2000 focusing on international modern and contemporary art. Tate Modern attracts over 5 million visitors annually making it Britain's most visited attraction. It competes with other major London art institutions like the British Museum and National Gallery. Tate Modern has established a strong brand identity focused on creativity, innovation, and being modern.

2. BRAND HISTORY
Overview
• Built in two phases between 1947 and 1963, Bankside
Power Station was designed by Sir Giles Gilbert Scott.
He was also the architect of Battersea Power Station,
Liverpool Anglican Cathedral, University libraries in
Oxford and Cambridge, Waterloo Bridge, and the
designer of the famous British red telephone box.

3. BRAND HISTORY
Architects
• To find the best architects for the project
• Jacques Herzog and Pierre de Meuron
They have designed a number of widely admired
buildings including the Goetz Gallery, Munich
(1991-2), Ricola Europe Factory Building (1993), the
Schüzenmattstrasse apartment building, Basel
(1993) and the Railway Engine Depot and Signal
Box Auf dem Wolf, Basel (1992-5).

4. BRAND HISTORY
Construction
• The transformation of Bankside Power Station into Tate
Modern began 1995 with the removal of all the power
station machinery by the previous
• In December 1996 the Swiss architects Herzog & de
Meuron opened a UK office at Bankside Power Station.
• By the end of 1999, Tate Modern staff had moved into
their permanent offices on the eastern wing of the
building and many areas of the building were
complete.
• Tate Modern opened to the public on 12 May 2000.

5. PRODUCT RANGE
Free daily guided tours
Each tour focuses on highlights from different areas of our
Collection Displays, chosen by our expert guides.45 minutes
Free, no booking required
Tours for Two
Photo © Richard Eaton
Enjoy a private tour for two with one of our Tate Guides around
the highlights of the Collection or a special exhibition of your
choice. Treat yourself or give as a gift

6. PRODUCT RANGE
Tate Modern Schools Programmed
At the centre of Tate’s schools programmed are
artists, their practice and the gallery space
Tate Boat
A great day out for groups, enjoy a tour of Tate
Modern in the morning, a relaxing trip on the Tate
Boat and a tour of Tate Britain in the afternoon.

7. PRODUCT RANGE
Tate Modern Restaurant
'One of the best views in London' Evening Standard
Located on Level 7 of the gallery. Relax with friends over a
glass of wine in the bar, or plan a special occasion lunch or
dinner.
Café 2, recent winner of the Time Out Eating & Drinking
Awards: Best Family Restaurant, is located on Level 2
overlooking the riverside.

8. MARKET SITUATION
The culture visitor attraction place in UK
The 29.9 million visits by overseas tourists in 2009, an estimated 7.7 million
visitors spent time in a museum and 4.2 million visited an art gallery
Source: Mintel Oxygen, IPS/Visit Britain 2009

9. TATE MODERN MARKETING
• Tate Modern is a blueprint for marketing success within a
specifically creative, artistic business environment.
• Only six years, the Tate Modern has become a centralized feature
of London life
• Tate has therefore embarked on a £215 million development to
create new building designed opening in 2012.
• Utilizes the full range of multimedia marketing options, including
new media
• The museum become as a centre of education

10. TATE'S STRATEGY TO 2012
• To promote Tate Modern, exhibition, display and service,
nationally and internationally in order to attract and retain a
growing and diverse audience.
• To develop 4 main area of activities as art and ideas, audiences,
improving the organization and future development.
• Tate Modern will become more; Open, Diverse, Global,
Entrepreneurial and Sustainable

11. BRAND ANALYSIS

12. WHAT’S COME UP TO YOUR MIND?
Creative
Art gallery
London’s tourist attraction
Millennium bridge
Spider
Inspiration
Cool
Unilever

13. BRAND EQUITY
• Being unique and different from
competitors by using a combination of
name, logo, package, etc.
• How does brand equity occur?
Source: Kotler (1991)

14. BRAND EQUITY
LEARN SEE
FEEL HEAR
Source: Keller (2008)

15. BRAND EQUITY
• Differential effect: brand name, logo
• Brand knowledge: brand awareness, brand
image
• Customer response to marketing: marketing
activity, past experience, word of mouth
Source: Keller (2008)

16. BRAND EQUITY
• Those factors build become
a strong brand
Source: Keller (2008)

17. BRAND EQUITY
• Customer-based brand equity
Source: Keller (2008)

18. BRAND SALIENCE

19. BRAND IMAGERY
Artistic Fun Intelligent
Creative Relaxing
Inspiring
Freedom
Modern

20. BRAND PERFORMANCE

21. BRAND PERFORMANCE

22. BRAND PERFORMANCE

23. BRAND FEELINGS
• gives you a feeling of...
Artistic
Fun Young
Excited Happy Curious
Inspired
Intelligent Freedom

24. BRAND JUDGMENT
• Brand Quality
• Brand Credibility
• Brand Consideration
• Brand Superiority
Source: Keller (2008)

25. BRAND RESONANCE
• Loyalty
• Attachment
• Community
• Engagement
Source: Keller (2008)

26. BRAND IDENTITY

27. BRAND IDENTITY

28. PERSONALITY OF TATE MODERN
• Different brand gains personality, when it
communicates, it gradually builds up certain and
distinguished characters. These characters actually
show, what kind of person it could be if it would be a
human.
“The human personality of creative, modern and
innovative talent”

29. COMPETITORS BRAND ANALYSIS
British Museum- The collection of the world ancient art.
Location: Great Russell Street, London
Ticket Price: Free Entry
The National Gallery - The national collection of Western European
painting from the 13th to the 19th centuries.
Location: Trafalgar Square, London
Ticket Price: Free Entry
Royal Academy of Art - An independent institution led by eminent
artists and architects whose purpose is to promote the creation, enjoyment
and appreciation of the visual arts through exhibitions, education and debate.
Location: Piccadilly, London
Ticket Price: Free - £10
Source: The guardian, (2010)

30. BRAND POSITIONING
Modern Art
Free Entry Entry Charge
Ancient Art

31. BRAND STRATEGY
SPONSORSHIP

32. BRAND STRATEGY
• Brand Extension

33. MARKETING COMMUNICATION
OBJECTIVES
• To create recognition and awareness of
TATE Modern
• To persuade target audience to TATE
Modern and put the attitude as the
experience of visiting the TATE Modern
• To be known as the popular sight seeing
place to attract the tourists

34. TARGET MARKET
-Tourist
-UK resident: Family, Kids, teenagers
-Whoever have a passion for Art

35. RECOMMENDATION
• Offering the management of events or
exhibition service
• Straightening social networking sites
• Raising awareness of other performances
such as restaurant, workshop
• Giving more advantages for being
membership

36. References
• Keller, K. (2008), Strategic Brand Management. 3rd edition. New
Jersey: Pearson Education
• Kotler P. (1991), Marketing Management. 7th edition. New
Jercey: Prentice-Hall, Inc.
• Mintel, (2009), Visit Britain. Available at http://www.mintel.com
[Accessed: 2 May 2011]
• Tate Online, (2011), Tate Modern. Available at
http://www.tate.org.uk [Accessed: 1 May 2011]
• The Guardian, (2010), British tourist attraction visitors figures:
who's up and who's down?. Available at
http://www.guardian.co.uk/news/datablog/2011/feb/23/british-
tourist-attractions-visitor-figures#data [Accessed: 2 May 2011]