This article examines the challenges facing art galleries in the Sydney metropolitan area with regard to maximizing their brand equity. It takes a case study approach and investigates their sources of brand equity and the implications for their marketing communications strategies. The research has shown that art galleries have a good understanding of their brand equity entities,but must learn to coordinate them successfully. It is part of a larger research project investigating brand equity in the arts in Australia.
Presentation National Marketing Conference by Reza Ashari Nasution, PhD
(Director of MBA Program School of Business and Management
Institut Teknologi Bandung)
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
Presentation from "The challenges of measuring informal science learning" at the 2013 Science Communication Conference organised by the British Science Association - slides by Jenny Mollica
Tools of Ethnographic Analysis in Service DesignTaneli Heinonen
Talk at Source, Deloitte Digital Melbourne.
Service design is a genuinely multi-disciplinary enterprise that borrows methods and thoughts from a wide spectrum of fields. Service designers work on problems from discovery to solution, which requires a good understanding of different stages and a capability to switch the mode of thinking between analytical and creative.
Framing the problem, getting users right and proceeding with the right insights is often crucial for the success of a service design project. Methods of ethnographic research are often used in the insight part of the projects, but the tools of analysis are applied more rarely.
Aim of this talk was to present some analytical tools of ethnographic research and social sciences that could provide new viewpoints into the process of crafting insights.
Australia Business Arts Foundation Marketing Presentation 271009Fleur Allen
Arts Marketing Presentation to cover:
What is marketing?
Develop a marketing strategy for your exhibition?
Define your target market
Select appropriate marketing tools
Presentation National Marketing Conference by Reza Ashari Nasution, PhD
(Director of MBA Program School of Business and Management
Institut Teknologi Bandung)
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
Presentation from "The challenges of measuring informal science learning" at the 2013 Science Communication Conference organised by the British Science Association - slides by Jenny Mollica
Tools of Ethnographic Analysis in Service DesignTaneli Heinonen
Talk at Source, Deloitte Digital Melbourne.
Service design is a genuinely multi-disciplinary enterprise that borrows methods and thoughts from a wide spectrum of fields. Service designers work on problems from discovery to solution, which requires a good understanding of different stages and a capability to switch the mode of thinking between analytical and creative.
Framing the problem, getting users right and proceeding with the right insights is often crucial for the success of a service design project. Methods of ethnographic research are often used in the insight part of the projects, but the tools of analysis are applied more rarely.
Aim of this talk was to present some analytical tools of ethnographic research and social sciences that could provide new viewpoints into the process of crafting insights.
Australia Business Arts Foundation Marketing Presentation 271009Fleur Allen
Arts Marketing Presentation to cover:
What is marketing?
Develop a marketing strategy for your exhibition?
Define your target market
Select appropriate marketing tools
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
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It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
1. Master of Marketing Management ( Brand Management )
Presented by Group-5
Khaing Shwe War Lwin
Member
1MMM-23
Htin Kyaw
Member
1MMM-19
Myo Min Thu
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Ma Lat` Yin
Myint
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2. Visual Arts Marketing: The Brand Equity
Challenge Facing Galleries
• Article in International Business & Economics Research Journal (IBER) · February
2011
• Author
• Nicole Stegemann
• Western Sydney University
• All content following this page was uploaded by Nicole Stegemann on 26 August
2014.
• Nicole Stegemann, (E-mail: n.stegemann@uws.edu.au), University of Western
Sydney, Australia
• Beverley Thompson, (E-mail: b.thompson@uws.edu.au), University of Western
Sydney, Australia
3. ABSTRACT
• This article examines the challenges facing art galleries in the Sydney
metropolitan area with regard to maximizing their brand equity. It
takes a case study approach and investigates their sources of brand
equity and the implications for their marketing communications
strategies. The research has shown that art galleries have a good
understanding of their brand equity entities,but must learn to
coordinate them successfully. It is part of a larger research project
investigating brand equity in the arts in Australia.
4. INTRODUCTION
• Form an integral component of this system, Theoretical issues relating to
brand equity, to the visual his article will explore the concept of brand
equity in the marketing of the visual arts. Art galleries
• Arts as a "marketable product ", and to the role of arts marketing will be
discussed in the process of linking creative works with consumers willing to
exchange monetary resources for creative purchases.
• The article presents the "Model of Brand Equity in the Visual Arts"
developed by the authors, which explains why several sources of brand
equity must be considered in the marketing of visual arts products. It
concludes with a qualitative examination of three visual arts galleries in
Sydney, Australia, which provides a sample of some of the particular
marketing issues unique to visual arts galleries.
5. BACKGROUND
Brand Equity Concept
• Consumers use brands as signals to determine product quality,
reliability, image, and status. Brand equity is gained through the
design of sound marketing communications strategies, such as public
relations, personal selling, and advertising, tailored to target market
specifications. Companies can enhance brand equity through sound
marketing communications strategies.
• Brand equity is a concept used by Keller (2003) to describe the two
main sources of brand equity: brand awareness and brand image. It
includes consumer behaviour constructs such as loyalty, referral, and
premium price.
6. Arts and Culture
• Culture is a complex sum total of knowledge, belief, art, morals, law,
customs, and other traits acquired by humans as part of society. It
includes elements such as music, literature, poetry, dance, drama,
visual art, film-making, story-telling, festivals, journalism, publishing,
television, radio, and various aspects of design.
• Cultural products are distinct from other creative products and are
not mass produced. Visual arts products are made accessible to the
public through art galleries, exhibitions and auctions, not mass-
produced or mass-marketed.
• Brand elements in the arts are likely to change as artists and their
work evolve, leading to a transient nature of brand elements.
7. Figure 1
Model of Brand Equity in the Visual Arts
Figure 1
Model of Brand Equity in the Visual Arts
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-
-
-
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8. • The following specific research questions are addressed in this article:
1. What constitutes "brand equity" in the offerings of visual arts
galleries?
• 2. What role does the brand equity of contributing sources play, in
determining the overall brand equity of art galleries?
• 3. How effectively do art galleries use marketing communications to
assist in the development of, and enhancement of brand equity?
9. RESEARCH METHODOLOGY
• This research strategy utilizes a case study approach to examine a
contemporary phenomenon in its real-life context. It focuses on three
visual arts organizations in Sydney, Australia, and interviews were
conducted with managers using a carefully developed interview
guide. Transcripts were produced to analyze the inherent themes and
issues.
10. • Case Study 1 - Well-established Gallery
• Case Study 2 - Emerging Artists
• Case Study 3 - Non-Profit Organisation
11. According to George:
• “The fundamental mission is to use contemporary art to promote a
cross-cultural dialogue, and, through that, to support and develop
Asian sensibilities in contemporary art. Additional goals are to
support and develop young Asian-Australian artists, and to
communicate new artistic influences from Asia to the general public
in Sydney and Australia.
12. FINDINGS
• The three types of art galleries differ in their objectives, perceptions of their
principal raison deter, marketing communications, and brand equity. The well-
established gallery competes for the consumer dollar and time, while the non-
profit organization perceives the type of artwork as being critical. The well-
established gallery still believes in building its brand equity around the owner's
name, while the gallery representing the young emerging artists focuses on
building its brand equity around a gallery name. Three art galleries face
challenges such as a lack of knowledge and brand awareness and rely on
subjective estimates. They use various forms of marketing communications
activities to develop the most suitable strategies.
• The well-known gallery sees its customer database as its main asset and most
important marketing communications tool, while the young, talented gallery finds
itself under greater pressure. The non-profit gallery relies heavily on referrals and
a growing database for its mailing list. It also relies heavily on word of mouth and
its electronic mailing list database, as its financial resources don't allow for paid
marketing communications efforts. Managers believe in making their showrooms
interesting and utilizing "door-openers" to attract people's attention. Public
relations contributes to raising brand awareness and brand equity.
13. CONCLUSIONS
• The case study analysis portrayed three individual visual arts galleries in Sydney, Australia. It
showed that while art galleries have a good appreciation of the brand equity of their specific
gallery, their long-term viability would benefit from an appreciation of the synergy inherent in
interlinkages of the brand equity in each of the contributing entities. The three types of art
galleries are well-established, emerging talents, and non-profit organisations. Well-established
galleries don't adopt a marketing orientation, while emerging talents are more customer-
orientated. Non-profit organisations use free forms of marketing communications, but none have
mechanisms in place to evaluate their strategies and provide cost-benefit analysis.
14. RECOMMENDATIONS
• Art galleries should improve coordination of brand equity
constituents and measure their contribution to overall brand equity,
and adopt a marketing concept and customer-orientated strategies to
improve brand equity management.
• Further Research
• This research focuses on the arts industry from an art gallery's
perspective, but also considers the customer's point of view.
15. References
• 1. Hoyer, W. D. and Brown, S. P. (1990), Effects of Brand Awareness on Choice for a common
repeat-purchase product, Journal of Consumer Research, 17(2), 141-148.
• 2. Keller, K. L. (2003), Brand synthesis: The multidimensionality of brand knowledge, Journal of
Consumer Research, 29(4), 595-600.
• 3. Rentschler, R. (2002), The Entrepreneurial Arts Leader: Cultural Policy, Change and Reinvention.
(1 ed.), St. Lucia: University of Queensland Press.
• 4. Swait, J., Erdem, T., Louviere, J., Dubelaar, C. (1983), The equalization price: A measure of
consumerperceived brand equity, International Journal of Research in Marketing, Amsterdam,
Mar, 10(1), 23.
• 5. Tyler, E. B. (1981) Primitive Culture: Researches into the Development of Mythology,
Philosophy, Religion, Language, Art and Custom, John Murray, London.
• 6. Wadia, M. (1965), The Concept of Culture, Journal of Retailing, 41, 21-31.
• 7. Yin, R. K. (1981 ), The Case Study Crisis: Some Answers, Administrative Science Quarterly, 26(1),
58-64.