are museum brands

Are museums brands?

Defining the brand image of two main London museums: British Museum and Tate

Modern Museum

Group research project for Market Research (mkp003)

Presented by:

Kon-Sun-Tack Mary - 06035225

Kolendo Dawid Norbert - 06027180

Pajaczkowski Robert - 06016839

Suffront Mathilde - 06035209

Hao Xing - 06035857

Winter semester 2006-2007

London Metropolitan University (North Campus)

Tutor: Niall Caldwell

http://www.londonmet.ac.uk/

Abstract.

This paper evolve from the need of satisfying the requirements of the module, into a

contribution to the past works on the subject of branding in general (John M.T. Balmer

2001) and corporate branding mainly in the non-profit institutions with a specific stress on

the Museums (N.Caldwell & J Coshall, 2002) and customers (visitors) experience (in a

case of the Cultural Organisations). Visitors’ perception towards different meaning of the

cultural destination is the issue, which is widely talked at the moment. This paper will add

the further opinion on the subject; try to represent a new look on the measurement of the

subject matter of the brand in relation to cultural destination. What motivates this research

is a need to answer the question of the real value of the museum, and the way the

customers or rather visitors acknowledge it.

In-depth Interview (using mainly motivation laddering techniques) were conducted to

support the research as well as free elicitation and sketch maps to support findings and

prepare the materials for further research.

The outcome of the research together with the methodology and the method, and it choice

is presented below.

Introduction

“The most successful museums offer the range of experience that appeal to different

audience segments and reflect the varying needs of individual visitors. Visitors seek

experiences that cross the boundaries of learning doing and relishing.”

Kotler & Kotler (1998, pXX)

Globalisation, lack of financing and necessity of differentiation in visitors’ mind, forced

museums and other cultural institutions to revaluate and readapt their strategy. Not only

they become the self-dependent units, but also institutions, creating the identity names,

corporate identity, but also more independent by making money.

They develop so-called “brand” strategy in order to increase recognition and to influence

decision within visitors (Herbing & Milewicz, 1993). But the trends of customer-oriented

strategies have not always been defended. P. Perrot (1972) suggested that giving visitors

what they want is not always a good habit, and that the purpose of the educational

institution is to model customer so that he will always want the best, the best what

museum offer. This view didn’t last long and the S. Weil (1994) summarised the changes,

which museums going through as shifting from input to output and finally to outcome.

Museums must face the truth that adding value is a critical issue, it is not the values, which

rest on believes of the organization but it is the one, which rest on the community that

museums have to serve. But the value not according to believes of the organization but the

one of the community that they serve. Museums become broadband organizations, not

only focus on showing the collection, but they also appear to be market-oriented entities

(Kotler & Kotler 1998).


21century museum is the place where multicultural values stop to matter, where it is not

important where you come from, and what is important is, how you feel towards the

museum and how you experienced it. However interactive theory of normal

communication by J. Haberness (1991) contradicts the previous assessment. He describes

that to understand the other people or other cultures we need to be able to communicate

with them. But the museums wisely overcome that aspect by creating the language of

culture, language of art, language of history, universal and understandable by all no matter

the origin. That’s the only place where the culture of the Muslim world coexist with those

of the Jewish, where the people of different race and notion are able to enjoy the same

transcendent experience that take them outside everyday conflicts and transfer them (for a

moment) into the new perfect world.

In today “world museum”, foremost role of museum is to collect, interpret, show, educate

and inspire.

Brand and the Museum –literature review

Over the last few years there was a growing concern in the subject of the museum

management and dramatic changes were done on the topic.

The issue, which concerns the museums integrating its marketing activities into a formal

way of brand management and image promotion, arises to the major role in the day-to-day

activities carried by the museums operational departments. Paradigm created by the

nihilists and relativists, developed narrow-minded approach to the subject of the museum

orientation. The paradigm, which had worked well over the period of the nobility and

governmental protection needed to find the new place in the constantly overtaking power

of pluralistic theory. Museums are not any more so called “ culture of dependency”. They

change their orientation from being collection oriented to become visitors oriented (Kottler

& Kotler 1998), started to understand that the exhibiting is not the only function, which

museum should play in the new world, extensively human orientated. Eason and Linn

(1976) and Boisvert and Slez (1995) propose that much of the research in museums should

centres on the effectiveness of participatory exhibits. Looking for the strategy for novel

understanding of the museum functions, they had seen the need for effective people

participation in the event.

Today’s museums, seek for maximizing audiences and at the same time providing high

quality for visual, aesthetic, and learning experiences for those audiences - two goals,

which sometimes conflict between each other’s. Managing the exhibitions and meanwhile

managing the flow of the visitors was a bizarre activity for culture-educated executives

without any marketing experiences. The growing tendency in the museum organization,

oriented into providing the high quality standards emphasizing in an ability to engage new

and old customers into its activity, demand the need for employing marketing specialists

or outsourcing the promotional activities, brand creation and retention to a specialised

firms.


As with many services, the museum product is delivered in a physical environment or site,

which encompasses the land or building area, shape, lighting, means of orientating the

visitor, queues, waiting, crowding, and methods of stimulating interest and engagement

(Shostack, 1985; Bateson, 1991; Goulding, 1999). E. Husserl (1970) describes that the

object experience is a part of the experience itself. Trying to understand what engages or

rather drives the person to become a visitor is not only the exhibition but also an image

and the building. Museums or galleries try to go ahead of the others attractions creating

extraordinary buildings, or using the historical sites delivering the experience and feeling

of the past.

Elke Ennen (1997) in his study on a Guggenheim museum describes the brand image and

brand identity as being built through not only marketing activities, but also by the

uniqueness of the place and its architecture, collections (its size, interest and controversy it

build) and the appearance of the place in a general meaning.

Thus those ideas focus on developing recognizable brand image and organization identity.

Following, Oukvist and Shaw (1989) suggested that branding and creating image for the

service organization have higher importance than it does for product organization, because

of the intangibility of the service and the inability of storing the service experience.

Reading further we could find that museum product is a bundle of images in the mind of

the user, and the nature of the reaction to the museum product is more psychological rather

than physical. The user aggregates impressions of the product (the museum experience),

with all inputs (be they the display, the appearance of the attendants, or the atmosphere) to

be equally important to the composite product received by the user (Fiona McLean, 1997).

Very similar view has been presented by Kotler and Kotler (1998), where they assumed

that image of a product, service or organization is a shortcut to attract attention and build

familiarity and trust.

Furthermore Goulding (1999) has given rise to connection between the museum and the

social exchange or textual and visual method of engaging with a visitor as main way of

creating awareness. Bateson (1991) added something more to that, stating that museum

visit is about selling the experience, creating the perception of uniqueness richness and

satisfaction; this is what customer can enjoy for the cost of spending the time in the

museum. But how do we make people try that experience; enjoy exclusivity, which are

offered by museums.

Kotler and Kotler (1998) suggested that each museum should go for developing the

identity. It should try to take on people’s mind allowing silent characteristic to be

individual and unique to the other organisations of that type. There is also a trend of

personification of the service and organization trial for creating the homogeneity between

the both. Gioia (1998) comes up with the idea that organizations similarly to individuals

can be viewed as a subsuming a multiplicity of identities, each of which is appropriate for

a given context or audience. He saw multiple identity theory as the ultimate point of

difference allowing engage in the process of epistemology.


Kelly (1985) contends that many visitors are motivated to attain a state of having been to a

museum, rather than to enjoy “being there”. There is also different ways in which visitors

perceive the museum visit, from one being cognitive paradigm where the visitor is

concerned about getting the necessary knowledge, exploratory- creating the need for

understanding not only the gaining of the facts, to experiential – where visitor is devoted

to gain the feeling of satisfactory experience affecting his psychological point of view.

What should be done to produce satisfaction on the face of the visitor is to develop the

object of interest through diversity of the exhibitions, creating interest and building

expectations in the peoples’ minds. According to Shields (1992), modern consumption

sites should construct a new spatial form, which is a synthesis of leisure and consumption.

But also creating the brand name and brand image, with which people would like to be

associated and be connected to.

Kotler and Kotler (1998) also suggest that image can be denned as a sum of beliefs, ideas

and impressions that people have of an entity.

Literature suggests that to survive in the very competitive world of the visual art, museums

need to develop themselves into a brand: create brand name, term, sign, design, or any

combinations of these concepts to identify the goods and services they offer (Bennet,

1988). As we all probably know brands are inherently visual; brand logos, product design,

packaging, brand identity, and brand marketing campaigns each draw upon visual

materials to create distinctive brand images, yet marketing scholarship has seemed

reluctant to embrace the art world's potential contributions to branding knowledge

(Witkowski, 1999).

In-depth Interviews (laddering approach), free elicitation and sketch maps

Considering the exploratory character of the research and the style of the data collection

and methodology choice being set up front, the field work included, several in-depth

interviews carried out on the base of the laddering motivation oriented field work,

including free elicitation paradigm. Innovative method of the sketch map was used to

develop the awareness on the subject of visitors’ recognition of the attraction and its

approximate location. The research process used in the presented investigation goes back

with its roots to M. Billing research on the Royal Family, which follows again different

work by Cohen (1984) on ethnographical research approach. Billing conducted series of

interviews to obtain meanings of the people thoughts. He understood that researching the

subject on the standardised cognitive bases of the survey process wouldn’t give him the

percept ional point of you on the topic. Research using structured approach is more likely

to obtain clear point of view, but not always allow for relativity with the correlation

between the subject and the interviewee. Free elicitation method (Reilly, 1990) from

another side, allow respondent to describe the target stimulus in terms that are salient to

the individual, rather than responding to the researcher predetermined subject dimension.

Combination of both of those methods, allowed reaching visitors insight point of view on

the topic, create the invisible link between the interviewer and interviewee, and break


boundaries of structural framework, putting peoples’ thoughts against the predetermined

survey attributes.

Free elicitation method, where respondent is asked to provide three (usually adjectives)

words to describe something, stress on them bringing up answers, which are foundation

for they own opinion. It makes them to use they imagination, wear the shoes of the

problem, devote their thoughts to the particular experience, retrospect, project, or even feel

once again or be able to visualise if the actual act of the visitation have not taken a place

yet.

The sketch map is a pretty new concept in the research process. Even those it was first

used in 1960 by Lynch, it is very underestimated and underused technique. Over the 90’

researchers dedicated their investigation descriptive study completely too empirical model

not seeing the need for the visual approach in defining percept ional differentiation of the

people understanding of the problem.

This investigation will focus on the particular image measurement through specially

adopted sketch map. This is not a standard approach to that method, its moderate system

of collecting data through placing the images on the map of greater London, which will

allow for measuring peoples’ visualisation of the brands through locations. Using that

method will let us to develop the hypothesis that visitors not only relate images to the

particular object but also to particular locations. This all will help to develop the map of

the brand destination and show how deep the British Museum and Tate Modern Gallery

are buried into a people mind and sometimes hearts.

Methodology of the concept

Research on defining the brand association of the B.M. and T.M.G. was constructed on the

base of the 16 in-depth interviews, which were conducted on the selective group of the

respondent (overseas visitors between 18-25 years old) using the semi-structured

interviews including some of the free elicitation technique. It was mainly conducted off

site, as obtaining the permission to access premises of both institutions to carried out

research is highly complicated and extensive process. Considering the scope of the

researched subject, interviews were focused on the psychological side of the problem,

definition of the brand and it association to museum and gallery and creating the

framework for understanding what drive people to institutions mentioned above and what

kind of attributes are the guarantee of successful association to the brand. Collected data

were then segregated considering its individual construct and its association with other

data collected. The matching data was clustered into groups of the similar attributes and

analysed under one predetermined assembly of the individuals’ thoughts into construct

subsystem. Special recognition test was also conducted base on the map sketching concept

represented by Lynch (1960), where the map of London was shown to interviewee with

pictures of few London cultural attractions and were asked to recognize those attractions


and place them on the map. After recognition correct names of the attractions were

delivered to participants allowing them to be able to find them on the map, and helping to

measure their ability of recognition, but also correlation between the architectures of

cultural sites with particular places.

Analysis of in-depth interview and limitations of the approach taken

Considering the research to be just a graduate module project we could understand the

limitations to the chosen approach. Relatively narrow sampling on the very thin group in

which overseas visitors are representing, and the different approach of the sample to the

vision of the museum visit could leave us with the questions of conducting this type of

research. Understanding the main role of the museum to be experiential and educational,

and the overseas visitor attitude to museum visit to be purely opportunistic (Tighe, 1986)

not creating a permanent relation between his /her and the actual organization creating no

different than just a spiritual correlation, we can definitely consider the choice of the

sample to be mislead and overlooking wider motive and scope on which this research

should focus.

Caldwell and Coshall in their investigation on the museum branding defining through the

method of RGA (repertory grid analysis) came to conclusions that perception towards

museum doesn’t express the difference in the example of the place of origin. We could

argue on that subject, considering the scale presented by Tighe (1986), where he defines

different attributes of the tourist towards visited places. The luck of the relation with an

object and personal association with the perceived experience leave us with question of

branding versus overseas visitors. Obvious seams the fact that data collected by Caldwell

and Coshall shows the similarities in the responses of the different groups, specially

considering the fact that the margin of mistake was of a high level because of the fact of

actual awareness of the institutions was eliminated and considered unimportant.

Analysis also proved that there is a misleading approach to the sample being overseas

visitors for another reason. Language barrier in many cases was the factor influencing the

reality of the answers and decreasing the size and differentiation of answers provided by

respondents. Difficulty with getting the coherent respond form the multinational blend of

the tourist world of London, influence the outcome of the final analysed data. Figures were

analysed in the conceptual group of similar attributes sets. Figures were analysed in the

conceptual form and group into sets of the similar attributes. Collected data was clustered

into 4 groups separated logically and differenced by the association of attribute.

Analysis has proven that both B.M. and T.M.G. are highly recognisable brand with the

strong but different attributes. Free elicitation techniques allowed innovative brand

relations and us to understand that B.M. has been perceived as an old fashion brand where

else T.M.G. represented contemporary. B.M. further was perceived to be more Anglo-

oriented, consider being strongly related to the British origin what could arise not only

from the name association but also from the nature and populist message directed to


people’s minds (mostly British citizens). T.M.G. from other hand was perceived as one

concentrating higher spiritually oriented visitors of the higher fashionable approach.

Difficulties arise when visitors were asked to compare both of the institutions to the

famous people. They expressed luck of the knowledge on the celebrity, and those who

manage to answer the question pointed in most of the cases on Queen as an association to

BM and Warhol as the one to describe TMG and the best feet into the actual structure of

the organization. It again proves that the sample choice was not of the greatest sort and the

further research should widener the scope of the approached sample. Question on the logo

were usually turned down and create a distance in a conversation, as it was usually

unknown. Additional questions on the association of the colours with the particular

museums logos, has shown that visitors associate the BM mainly with a dark colours

(black and brown), which create for them the blend of mystery, unknown space but at the

same time being ordinary and conventional, creating connections to the earth. From the

other hand TMG was linked with the bright colours (pink, red and white) to bring the feel

of the love, power, emergency, acceptance, and purification.

Majority of the interviewed agreed on the subject of the museum branding and it need for

creating the awareness among the visitors and potential customers. They also agreed on

the matter of museum being compared to the product, where they haven’t seen key issues

with that problem, pointing that it is a business as any other and branding it could bring

only enhanced outcome of they visitor ratio. In most of the cases also people were able to

describe correctly what the meaning of the brand was (considering the language barrier)

and it association to museum, and also agreed that the museum in the XXI century need

something more than just a collection to engage the interest of the “stay at home” nation.

Analysis of the brand loyalty part shows that the BM and TMG are on of the cultural

attraction mentioned by the visitors which took the place in our research, but again there

was huge misunderstanding as the visitors interpreted the cultural attraction to include for

example London Eye, and something as so low educational and spiritual like museum of

woks figures.

The special sketch-mapping paradigm allowed for development of the map of the most

common and known cultural places in London, and helped to show how the above ones

were positioned in that map. It also illustrated and proven that visualisation of cultural

destinations is very limited, as the recognition of the buildings architectural structure were

far from the level of presumed recognition rate. Even worst come up matching the

architectonical object with the right directions on the Great London Map. Only few of

respondent were able correctly name the shown images and even least of the measured

were able to correlate presented pictures with the right place on the map. It will prove the

theory of different tourism attributes and approaches by Tighe (1986), and it demonstrate

that overseas visitors go to museums only if they have to and mainly considering it as an

attraction than educational institutions. Opportunistic behaviours, presented by the visitors

to London, influence the map preparation and minimise the margin of the right

associations. It also shows that uniqueness of architecture has a significant influence on


place recognition. As we could observe in data collected most of respondents correctly

recognize and place Tate Gallery on the map. (Table 2)

Conclusions

Even though this research was conducted on the very narrow sample and come to be

significantly difficult considering the differences in the language and the visitors approach

to the attraction visit (Tighe, 1986), it proves that there is a high brand awareness among

the visitors towards the British cultural attractions and specially BM and TMG, therefore

people recognize them, are able to describe them even without previous visit and associate

them with different things and what didn’t come with and easiness, with a famous people.

Use of the in-depth interviews supported by the elicitation method allowed for data

collection to be clear of any standardisations and suggestion leaded responses. Brand

awareness, what the research shows becomes inseparable part of institutions such as

famous museums of BM and TMG kind.

It allowed for deeper analysis of the concept presented by Caldwell and Coshall, give them

another sense and different approach through different sample and method choice.

Considering the differences in the methodology used and the sampling techniques of both

researches, they seam to share similar output and perceptual concept. Like the first one our

research also shows that there is brand awareness and that people have lesser or greater

association to measured organisations. It also proves that in both of the researches BM and

TMG were considered to be well known and old fashion, British, conservative and

modern, fashionable, multicultural respectively.

It is not possible not to mention in this place that research conducted will give better

results if triangulation method was used, what will probably allow to capture a more

complete, holistic, and contextual portrayal of the problem and allow for it better

definition (Jick, 1983). This paradigm is a relatively new approach to the research and

allowed to combine qualitative and quantitative models under on paradigm and allow for

balancing of the weaknesses of single method. Both methods respectively should be seen

as a complementary rather than rivals.

Nevertheless, approach, which was taken by our research group, help to encourage people

to talk freely about their thoughts and experiences. This leads us not only to create the

conceptual model of the brand awareness towards museum, but also understand what

attributes and factors shape brand identity and brand orientation. Using the innovative and

abstract techniques of the pluralist methodology allowed not only for understanding the

problem in its theoretical scope but also allowed for visualisation people perception and

their brand associations with particular architecture or location.

Evidence shows that people are not only aware of the name of both organizations but also

their concept of existence circulating around visitors’ world of attractions. It helps to show

that people have particular point of view on museum no matter they have already been

there or not, and they can associate different attributes with them, to fulfil vision of the

brand.


Finally, overall picture of the museum as a brand, despite the fact of the various

limitations, enables us to understand that both of the institutions have well known names

in the world of the cultural attractions, for some less being just an opportunistic one off

experience, or unforgettable trip of the life time for the others. No matter what relations do

they have to them and what approach they present towards them, there is one thing, which

is clear; they definitely develop in their mind as a brand names like Coke or Nike. But

there is something more about museum being the “brand” than it applies to coke. There is

a spiritual relation, loyalty build upon the cultural values. There is a deep recognition for

social aspect, which is held by those kinds of institutions. Of course there are many

examples of globalize aspect of the museum intensively trying to be a brand coming up

with the direct mail, promotions, advertising and the things like paper bags and the

stationary with the logo of the organization, but what we need to remember is that the

essential purpose of a brand is to distinguish one organization’s offering from that of

another organization, using names and distinguish features such as slogans and symbols.

This research have proven that BM and TMG carry all that factors, they have recognizable

name, distinguish logos etc. but they also have a sets of attributes associated with them,

which make them unique and help them to create brand awareness through this features.

Appendix

4 CONCEPTUAL CLUSTERS OF THE PROJECT: BRAND LOYALITY: HOW OFTEN: at least once per 3 month WHY: for interest and because they heard or read about it BRAND AWARENESS: WAY THEY HEARD ABOUT IT: tourists guides, other people word of mouth, adds VIEW BEFORE VISITE: TMG – modern, BM – old-fashion METING EXCEPTATIONS: TMG – mostly underperformed, BM – excided the expectation DESCRIPTION THROUHG ADJECTIVES: TMG – modern, spacious, fashionable, BM – old, big, classic LOGO ASSOCIATIONS AND COLOUR RECOGNITION: TMG – (yes) pink, white, red BM – (no) brown, black, white BRAND ASSOCIATIONS: SENTENCE TO INCLUDE: TMG – wired, modern, fashion, BM – old, old-fashion, dark


ASSOCIATION TO FAMOUS PERSONALITY: TMG – Andy Warhol, BM – Queen Mother PERCEPTION OF QUALITY: QUALITY OF MUSEUM: be able to be known, right collection, interesting, educative MAIN COMPETITORS: Madame Tissue, London Eye, National Gallery

WHY: better recognitions, attractiveness, development. Table1 Summary of the data on the Interviewees

No of Interview

First name and surname

Country of origin

Job or qualification

Age Went to BM only

Went to TM only

Did not go to any

Went to both

1 Cristina Toro Colombia Marketing consultant 24 ------ ------ -------- *

2 Maciek Madej Poland Hotel assistant manager 24 --------- ------- * -------

3 Olga Berger-

Janowska Poland Analyst 21 -------- ------- ---------- *

4 Alan Vedrine France Student 19 ------- ------ -------- *

5 Magdalena Wozniak Poland Accountant 23 ------- ------- -------- *

6 Xian Yu Won China Student 21 * ------ ------ ------

7 Laura Liu Malaysia Office assistant 23 * ------- ------ ------

8 Francis VanCouh Nederlands Engineer 25 ------ * ------ ------

9 Michal Izydorczyk Poland Visual Merchandiser 24 * ------ ------ ------

10 Anne Kon-Sun-Tack France Quality control engineer 25 ------ ------ ------ *

11 Anne Tshimiki France E-commerce coordinator 23 ----- ------ ------ *

12 Catalina Alvarez Venezuela Visual advisor and part

time student 22 ------ ------ ------ *

13 Bilal Alhadi Pakistan Business student 20 ------ ------ * ------

14 Wladimir Gryczyn Russia Lawyer 24 ------ ------ ------ *

15 Rafael Ortiz Spain Chemical Engineer 25 * ------ ------ ------

16 Fernando Salazar Argentina Student 20 ------ ------ * ------


Table2 Recognition Map Testing

Names Rating Model Tate

Modern British

Museum V&A London Eye

National Gallery

Cristina Toro

Recognized correct

Placed correct

Maciek Madaj

Recognized correct

Placed correct

Olga Berger - Janowska

Recognized correct

Placed correct

Alan Vedirne Recognized correct

Placed correct

Magdalena Wozniak

Recognized correct

Placed correct

Xian Yu Won Recognized correct

Placed correct

Laura Liu Recognized correct

Placed correct

Francis VanCouh

Recognized correct

Placed correct

Michal Izydorczyk

Recognized correct

Placed correct

Anne Kon - Sun-Tack

Recognized correct

Placed correct

Anne Tshimiki

Recognized correct

Placed correct

Catalina Alvarez

Recognized correct

Placed correct

Bilal Alhadi Recognized correct

Placed correct

Wladimir Gryczyn

Recognized correct

Placed correct

Rafael Ortiz Recognized correct

Placed correct

Fernando Salazar

Recognized correct

Placed correct


INTERVIEW ONE:

For how long have you been in Great Britain?

5 days

Where do you come from??

I am from Colombia

Can you please give us 3 or more cultural attractions in London? 1. British Museum

2. National history museum

3. Tate Gallery

How often are you going to attractions? To museums?

Very seldom. Maybe once in six month

Have you been to any of the cultural attractions in London so far?

Yes

Can you specify to which one?

Which attraction in London I have visited? British Museum

So what makes you to go there??

I went to British Museum because it is a very common attraction here in London, it is recommended in all

the tourist guides and in my opinion has a lot of nice things to see.

Many history

Have you ever been to Tate modern?

Yes, I went to Tate modern gallery as well

With whom did you go to museum?

With my parents

How have you heard about the BM and/or TM?

Give an example?

In ads in the streets or in the underground, but I don’t remember if in the radio or TV

Have you heard about BM/TMG before coming to UK?

Only BM, because I have a book of London and it was specified there

What was your idea about the BM before you come to London?

An old and traditional museum, very complete, with different arts.

Did you find what you expected in the museums? Hmm yes, but actually I though it was small. I think because it was under refurbishment, and many

galleries were closed

With which adjectives would you describe the BM and TMG? Can you think of three each?

BM: traditional, old, historic

TMG: wired, modern, fresh

Do you know what are the logos of BM and TMG? British museum I think it is just the letters of British Museum

And Tate Gallery something with circles, like a figure with circles, Ahhh no!!! It is Tate like blurry

Could you describe them? Logos? BM: Traditional, serious, conservative, elegant, (look like an old traditional English guy This is off the

records)

TMG: Modern, blurry, crazy, confused, like a punk

What colour would you associate with the logo of both museums?

BM: Black

And with museums themselves?

TMG: Very bright green or pink

BM: as well brown

If you were asked to give one sentence about each what would it be?


BM: Know the history

TMG: A different experience

Could you finish the sentence? BM, meet the history

BM is history

TMG is a new and different experience

Imagine if the BM and TMG were a famous person who would it be??

BM: Indiana Jones

TMG: Salvador Deli

What kind of people do you associate with BM/TMG?

BM: Old English guy with hat, umbrella and in a dark suit

BM: High level, very intelligent, old, knows a lot about history and art, elegant and very posh

TMG: Young, middle class, knows about modern art, but not necessary studied, with colourful hair,

disorganised

How would you define quality of museum? (According to you what is a good museum?)

A good museum is the one that can satisfy the public that visit them. Cos there is people for everything,

so in a BM the museum has the objective of history, old art, so people want to see that. In TMG people

want to see modern art. So a good museum is the one that can satisfy the target.

Do you think we can compare museum to goods? I think no, because museums is more an experience than a good. People cannot have it but can enjoy it

It is to spend the time and have a good experience

According to you, what are the main competitors of BM and TMG?

Theatres, and other museums, or castles in England, full of history (in the case of BM)

National Gallery, Natural history Museum, Science museum

How will you define a brand?

A brand is an experience. Brand is a group of characteristics that a product has: can be from the product

itself or the things that can accompany the product

So if you take Nike do you think is still about experience?

Nike is comfort (so it is good characteristics of the product) but as well all the things that it bring. For

people can be status because it is a recognised brand.

What do you think of a concept of museum as a brand?

I think it sound logic, because even if it is a services, museums can have their own brand, label that

people could identified them with.

To which extent would it be important for a museum to create is own brand?

To attract more people, to be more recognised and to give to the people the opportunity of a nice

experience there. Maybe even not only for visitors but for locals as well.

INTERVIEW TWO:


For 3 months

Where do you come from?

Poland

Can you please give us 3 or more cultural attractions in London?

Buckingham palace, Royal academy of art, St, Paul’s cathedral


1 in 2 months/ 1in 3 months

Have you ever been to the TM and/or BM?

No

If not, why?

Because I did not have time


With whom did you go the museum?

Normally with family

How have you heard about the BM and/or TM? (Media)

From guides, friends, family

What was your idea of the BM and/or the TM before coming?

TM – Posh, modern, interesting, exciting and different

BM – extremely interesting art, huge part of history shown in 1 place

Did you find what you expected in the museum? Please explain us.

Or what would you expect from the museum?

TM – mental ecstasy

BM – sublimated level of pleasure

With which adjectives would you describe the TM and BM?

TM – modern, exciting, eccentric

BM – sophisticated, exciting,

Do you know what are there logos of the TM and the BM? Could you please describe them? What

do you think?

No

What colour would you associate to the logos? (Show the 2 logos)

TM – purple

BM - brown

With which adjectives could you describe the TM and BM?

BM – old-fashion, beautiful, breathtaking

TM – ugly, exciting, modern, eccentric, interesting

If it was a sentence, a group of words, what would it be? For TM and BM

TM – Nice way to spend time

BM – You have to see it while being in London

Could you please finish the sentence: BM is important place to visit./ TM is eccentric. And

comment your previous answers

BM – because it is one of most important places in London as it comprises of many important art pieces.

TM – Because or you like something inside (art) or you can hate it

If it was a famous person who would it be? For TM and BM

TM – Arcadius (famous polish fashion designer)

BM – Louis XVI

How will you define the quality of a museum? (According to what a good museum is?)

It has to be a right collection shown in right interior and on right level

Do you think we can compare museums to goods?

Yes

According to you, what are the main competitors of the BM and TM?

BM – Tate Britain

TM – Madame Tissue


Symbol of quality

What do you think about museum and branding?

It important to create a brand of museum in order to make it more friendly for people and to make people

come., It shows what is important within museum.

To which extent would it be important for a museum to create its own brand?

It is important because it is making people come to see art.

INTERVIEW THREE:



7 months


Poland


Thames River, Tate modern, Science museum


2/6months


Yes, both

If not, why?

If yes, why did you go there?

TM – because I read about it in tourist guide

BM - same?


On my own


BM – tourist guide,

TM – same


BM – that I will be able to see many different things

TM – that I will be able to see many different weird, original, modern arts



BM – yes it met my expectations

TM – it was even more than I expected


BM – interesting, interactive, big, stimulating imagination

TM – sometimes difficult to understand, interesting, crowded, cheap (free)


do you think? BM – there is nothing special about it

TM – crabbed, washed off


BM – dark

TM – light, colourful


BM – British museum is the most well known museum of UK.

TM – TM is one of the most interesting museums in England.

Could you please finish the sentence?

BM is huge. / TM is weird.

And comment your previous answers

BM – because it is.

TM – because there is many original art pieces


BM – Queen of England

TM – Andy Warhol

How will you define the quality of a museum? (According to you what is a good museum?)

Good quality museum must be interactive, and pieces shown there I understandable, when it is possible to

see the museum in 1 day.



Yes


BM – National Gallery in London, Louver, National museum in Warsaw

TM – Picasso museum in Paris


A brand is something that characterizes a product.


It is very important to create a brand of a museum because more people will get to know about it.


It is one of the most important things that museum should be creating, more people will hear about it and

visit it as well as communities will be more developing themselves.

INTERVIEW FOUR:


Almost 1 year


France


London eyes

National Gallery

Science Museum


Once every 3 months


If not, why?

If yes, why did you come to the TM and/or BM?

TM, because I wanted to know if it is so funky

BM, I was interested if it was really so cool as everyone told me


TM, with my friends

BM with my family


In every London books and website to visit London


TM -> a very futurist place, with design, art deco and contemporised art

BM -> a very conservative place with much more classicism and baroque art

Did you find what you expected in the museum? Please explain us. Or what would you expect from

the museum?

TM -> in this museum, I found much more art from the impressionist painters than expected. Moreover I

notices that the special exhibitions which are proposed every 3 months where quite interesting. It gave me

the envy to come back there (what I didn’t do so far.. but that I will plan in a closed future (…)

BM -> I was very surprised with all the little archeological rooms. I honestly did not expect that much.

But it was still a very interesting concept and visit but somehow boring. And the lack of time did not help

that much. You surely have to visit this museum several time to be able to see all the rooms in details.

And furthermore, it must be a treasure place for people who are found of archaeology, Britain history…


TM -> modern, interesting, huge

BM -> shambles, long, educational



do you think?

TM -> pink background or blue (I do not remember) and blur writing. It is not enough clear and well

made to record it in people’s mind.

BM -> black and white. Old fashion!! And not enough personality


TM -> grey and green with modern style and design

BM -> blue, brown and smart design


TM -> space rocket noise

BM -> children and old people laughs

Could you please finish the sentence: BM is..................... / TM is.......................

TM -> is very modern outside and in its image but not enough inside in its exhibitions

BM -> is not enough well known


TM -> Michael Johnson

BM -> the Queen


Which informs well, with a good visibility. With booklets to visit the museum and information on each

rooms, paints, objects… and above all free!!


Yes of course, it is a business after all. Need to get incomes to cope with expenses.

Museums is a part of the heritage history, so from tourism, which is an entire business


Science museum, National Gallery National, Portrait Gallery, Victoria and Albert Museum


As something which makes consumers aware and inform about the service or the product, something that

reassure. And gives the desire to purchase and a feeling of belonging


It surely something which match!


Business is business,

INTERVIEW FIFE:


6 month


Poland


National Gallery, Tate modern, Brick lane


1 / week, 2/month


Yes, both

If not, why?


Because my friends and myself wanted to see a new pipes installation – TM

I like ancient history and they have very interesting exhibitions in this field - BM



Friends, parents


BM – friends, website

TM – same, friends, guidebooks


BM – I don’t remember, what will be the price of the tickets, will I be able to see everything in 1 day

TM – will I meet any handsome artists of 21st century; finally see art of 21st century in real


the museum?

Yes I did, I enjoyed it


TM – modern, contemporary, visionary

BM – old fashion, grumpy, traditional


do you think?

Tate – blared name

BM – caption/name of museum


Beige – BM

White -tm

With which adjectives could you describe the TM and BM?

TM – modern, eccentric, imaginative

BM – conservative, big, bright


TM – it looks like crematorium

BM – I like the content and form it is presented in.

Could you please finish the sentence?

BM is easily accessible, well organized. / TM is ugly.


BM – I was there and it was very easy for me to find what I was looking for.

TM – it gives very terrible connections with 2nd world war

If it were a famous person who would it be? For TM and BM

TM – Elton John

BM – Cleopatra


Mind broadening, inspiriting, allowing you to get away from reality of a day-to-day life.


Yes because they need to sell themselves get customers be recognizable.


BM – Louver, Natural history museum,

TM – Victoria and Albert museum, Bricklane galleries, Portrait gallery


A brand is something (whole concept of company and association it brings) recognizable by targeted

group of people regardless of they status, age, nationality


It is important for a good museum to have a good brand that people go there.


It is a business, it is all to make profit and broaden society’s horizons.

INTERVIEW SIX:



One and half month


China


Buckingham Palace, Tower Bridge, London Eye, Madam Tussands

How often are you going to attractions? To museums? Sometimes, I am planning to go during Christmas time


If not, why?


Yes I have been to BM because I have heard about BM for a long time and have watched some TV

documentary about it when I was child


My friends


From TV documentary, magazines


It has long history and contains heritage and cultural relic, which comes from different historical periods

of different countries of the world.


the museum?

Yes. I saw something I expected to see. It includes the precious heritages of china and Egypt.


BM: old, serious and formal, TM: modem and lively, expressive


do you think?

No. I have no idea about this, because I have never saw there is any museum has the logo stuff.


TM – white, red BM – black, brown


BM – Relict of the past

TM – Food for the mind


BM is an old Rolls Royce car. TM is brand new Ferrari.

Comment on that.

Old Rolls Royce is royally and representing status. A brand new Ferrari is bold and unrestrained.

If it was a famous person who would it be? For TM and BM Queen Mother-BM, Picasso-TM


A good museum could tell you a story and would lead you to a different world where you have never

been before.


No, I think they are different.


London eyes and Tower Bridge. But I think BM is the most famous museum in UK.



It is a symbol, a sign of a product.


If a museum has a famous brand will increase the number the visitors and can show its own identity also.


Increase the visitors and distinguish with other museums.

INTERVIEW SEVEN:


3 months


Malaysia

Can you please give us 3 or more cultural attractions in London? London Eye, Windsor castle, British Museum


2-3 time a year


If not, why?


Yes once. I thought I am in UK; I should go to visit some typical British museum to know the British culture. With whom did you go the museum?

My friends


Internet. What was your idea of the BM and/or the TM before coming?

Before I searched the information of BM I thought British museum is a museum just about the cultural heritage of UK. Did you find what you expected in the museum? Please explain us. Or what would you expect from

the museum?

Yes. And I had found many interesting things in BM. With which adjectives would you describe the TM and BM?

BM: fusty, normal, old TM: modern, young, and passion


do you think?

No, I haven’t seen the logos

What color would you associate to the logos? (Show the 2 logos)

Black and write - BM, pink and white - TM


Discover the world from here. Let’s go to a cheerful journey. Could you please finish the sentence: BM is..................... / TM is.......................

BM is an old historical museum. TM is a young romantic museum. And comment your previous answers

BM contains the word of” British”, so I think is a historical museum. TM contains the word of “ modern”. And its logo’s color is vivid. If it was a famous person who would it be? For TM and BM

Alexander-BM, Andy Warhol-TM



I think the high quality museum can make me feel comfortable and attract my attention and make me feel I can learn something from it. Also it must have good interior facilities (restaurant, toilets, etc.) Do you think we can compare museums to goods?

Yes, I think museums and goods have some common point. Museum is a kind of public service. According to you, what are the main competitors of the BM and TM?

Maybe London dungeon museum, National Gallery How will you define a brand?

Brand is a logo, a mark of a museum


Museum should have their own brand like Pepsi and Coco Cola. To which extent would it be important for a museum to create is own brand?

I think if BM becomes as famous as London eye. All the visitors will add BM into the list of attractions that they are planning to visit. INTERVIEW EIGHT:

For how long have you been in Great Britain? Almost 1 year

Where do you come from? Netherlands

Can you please give us 3 or more cultural attractions in London? National Gallery

Tate Museum

Globe Theatre

How often are you going to attractions? To museums? On average, once every 3 weeks


If not, why?

Yes TM.

Why did you come to the TM and/or BM?

I was interested if they are the same as I read

With whom did you go the museum? BM next week with my mum, normally with family.


By my school first and also by websites

What was your idea of the BM and/or the TM before coming? TM -> I did not know London first I came, so I do not think I had many feelings about the TM. Only

perhaps that it was a massive building, and I honestly wondered what could be inside


Or what would you expect from the museum? TM -> I did not expect a lot as I said, but I can tell u that I was nicely surprised by the amount of

paintings and artists represented

The museum is also very well structured

With which adjectives would you describe the TM and BM? TM -> avant-gardism, attractive, rich in art

BM -> messy? I do not have any ideas of what the museum proposes

Do you know what are there logos of the TM and the BM? Could you please describe

them? What do you think?


TM -> pink and white

BM -> black, brown? I still do not know

What colour would you associate to the logos? (Show the 2 logos) TM -> gold and purple with modern and attractive design, cold and warm at the same time

BM -> red and yellow… needs to be seen!!

If it was a sentence, a group of words, what would it be? For TM and BM TM -> a mix of techno and jazzy sound

BM -> bagpipe sound

Could you please finish the sentence: BM is..................... / TM is....................... TM -> is so cool; you cannot be blunt of it

BM -> is… what is it again?

And comment your previous answers (…) I won’t tell it again…

If it was a famous person who would it be? For TM and BM TM -> Scarlet Johansson

BM -> Christopher Columbus

How will you define the quality of a museum? (According to you what is a good

museum?) Somewhere you feel good, relax and you forget everything, and above all a place where you want to

come back every single free time!

Do you think we can compare museums to goods? Yes, we can, it is a shame also. But it is a tourist place, and the museum has to take profit of it to be able

to propose better exhibitions and a cozy place

According to you, what are the main competitors of the BM and TM? National Gallery and Greenwich

How will you define a brand? Something, which manipulates you, and makes you buy it against a similar product from an other brand

What do you think about museum and branding? It is life. No but for being serious is true that we have to dissociate museums from each others, and the

only way is that they have to create their own identity and specificities. Which make them competitors

and therefore worry about being the leader and having strong brand awareness

To which extent would it be important for a museum to create is own brand? They can be better recognized and consequently be attractive to people, tourists, inhabitants, European

and so on, and earn more income, to be more competitive and offer extraordinary exhibitions

INTERVIEW NINE:

For how long have you been in Great Britain? 5 months

Where do you come from? POLAND

Can you please give us 3 or more cultural attractions in London? Oxford Street, Big Ben, London Eye

How often are you going to attractions? To museums? Not very often (once per month)

Have you ever been to the TM and/or BM? Yes BM.


With whom did you go the museum? Friend, Family

How have you heard about the BM and/or TM? (Media) YES in the posters around city and in TV

What was your idea of the BM and/or the TM before coming? Really big museum, with loads of interesting stuff inside.

Very modern for funky people

Did you find what you expected in the museum? Please explain us. Or what would you

expect from the museum? Old culture and British culture.

Modern art and installations

With which adjectives would you describe the TM and BM? Big, famous, global-both


do you think? Very simple, easy to remember, universal (not connected with any color or background), neutral

What colour would you associate to the logos? (Show the 2 logos) Black & white

With which adjectives could you describe the TM and BM? Global, well organized

If it was a sentence, a group of words, what would it be? For TM and BM Global culture oriented place-BM

Modern runaway for young artists

Could you please finish the sentence: BM is old / TM is modern BM is old. TM is modern

If it was a famous person who would it be? For TM and BM TM- Modern Talking

BM- Queen

How will you define the quality of a museum? (According to you what is a good

museum?) Nice exhibits, big spaces, neutral colors

Do you think we can compare museums to goods? Yes

According to you, what are the main competitors of the BM and TM? London Eye

Madam T.

How will you define a brand? An identifying symbol, words, or mark that distinguishes a product or company from its competitors

What do you think about museum and branding? It is important in order for people to recognize it.

To which extent would it be important for a museum to create is own brand? Yes of course it is very important.

INTERVIEW TEN:

Interviewer: Hello, thank you for sparing me some time to participate to my project. Please fell free to ask

me to be more precise and of course to answer as you wish, without any restrictions. Then let’s start!


Interviewer : For how long have you been in London ?

Interviewee: For 3 days now

Interviewer: Is it you first stay in London?

Interviewee: No I have already been there twice

Interviewer: Where are you from?

Interviewee: From France and more specifically from the Poitou Charentes area.

Interviewer: Could you please give for things to do absolutely when people come in London?

Interviewee: London Bridge, Big Ben, Buckigham palace

Interviewer: Could you please give me 3 attractions different from them that you have me previously?

Interviewee: Westminster Abbey, St Paul Cathedral, and British Museum.

Interviewer: In you home country how many times a year do you go to such attractions?

Interviewee: (tricky question) I don’t know but as estimation I can say 4 or 5 times

Interviewer: Could you please classify the previous attractions by importance, then by category?

Interviewee: Euhhh, yes so first by importance. I would say, this my own opinion but for me, the first

thing to visit in London is St Paul Cathedral, I would say in 2 Westminster and finally the British

Museum. Yeah that’s it!

If I had to classify those attractions by category. I would say that Westminster and St Paul cathedral are

religious monument and the British Museum a Museum.

Interviewer: Is it important for you to visit a major museum of the city that you are visiting when you are

in a trip?

Interviewee: I would say that it is rather important for me because it can be a way to learn about the

country and understand its culture or cultural background.

Interviewer: Have you ever been to the British museum before?

Interviewee: yes but a long time ago.

Interviewer: What do you remember about the British museum?

Interviewee: Few things and I don’t remember very well. I think, if I remembered well as I said it has

been a long time since I visited the British museum, there are objects from different times, classified by

countries and by period of time. There are objects, sculptures and painting.

One thing I kept in mind is that there is a part dedicated to collections from Great Britain.

Interviewer: What do you think about the fact that British Museum is often associated to the History of

Great Britain?

Interviewee: It’s true and I understand the point! I mean at the beginning I thought it was a museum

dedicated to the History of Great Britain!!!

Interviewer: What did you find in the British Museum?

Interviewee: Lots of stones, finally it’s much more a museum which remind people about the History.

The stones, especially provide information about eras closer to the Prehistory.

Interviewer: How can you describe the British Museum, please?

Interviewee: Definitely, it is not a contemporary museum! To my mind, they conserved traces from the

past, … yes… fro me, it is an old fashioned museum.

Interviewer: According to you what kind of people goes over there?

Interviewee: It is people over 45 years old but I remember I also saw lots of children, so certainly scholar

groups.

Interviewer: Can you give me three adjectives, which, to your mind, fit the most to the British museum?

Interviewee: Euh, let me think… (30s) I would say, I don’t know at to say in English but it means which

looks like London, euh, old and historical. … Yes I would say that.

Interviewer: Why did you go the British Museum?

Interviewee: (Laugh) Because it was our parents’ choice.

Interviewer: Why do laugh? Does that mean that your parents influenced you ?

Interviewee: Yes surely, and I think I would not go there now… As evidence, during this 4 day Stay, it

was not my priority to visit the British Museum again!

Interviewer: Something completely different now, if it was a famous person who would it be?


Interviewee: Euh, … I don’t remember his name but it is the old man which has played with Catherine

Zeta-Johnes in the film “Haute Voltige”

Interviewer: Ok I see, Is it Sean Connery

Interviewee: Yes that’ him!! Yes he is the perfect person!

Interviewer: And if could associate a slogan to the British museum, what would it be?

Interviewee: A slogan… What for?

Interviewer: Well Just imagine, what could it be? For example, to explain to someone what the British

museum is in one sentence.

Interviewee: Ok, so for me, (euh, sceptical) one sentence which summarize the British Museum: the

British Museum, the London based museum which retrace the History of civilisations.

Interviewer: Imagine, you have to suggest to someone an other museum to visit? What this museum

would be?

Interviewee: Definitely, it would be the Tate Modern.

Interviewer: What is the Tate Modern?

Interviewee: It is a contemporary museum.

Interviewer: How did you hear about the Tate Modern?

Interviewee: It was thanks to someone who is based in London. I am pretty sure that I have never heard

about the Tate Modern before!

Interviewer: And what was the idea that you had about the Tate Modern before coming?

Interviewee: Euh… Basically, I think that the name evokes some words like Modernity,

Contemporariness

Interviewer: Did you find what you expected?

Interviewee: Yes and I think that I found more than what I expected! Yes, I was thinking about artefacts

very contemporary like new artists or artefacts not older than 10 years ago! But in fact I found older

artefacts, which can be said to belong to the contemporary movements of culture.

Interviewer: Which artefact has really struggled you?

I don’t remember the name but I describe it to you if you like?

Interviewer: Yes for sure, please go on.

It was a small coach with luges, torch, survival blanket and animal grease. It was representing a survival

Kit imagined by the author who experienced an air crash.

I think it illustrate the spirit of the museum pretty well!!!

Interviewer: And much more generally. What do you think about the way the museum is organised?

Interviewee: The museum is great! I mean you entered trough a huge and very high hall, there are

windows everywhere. Besides, there are some modern escalators.

Interviewer: According to you, does the building?

Interviewee: Well I’ve never think about this previously! But actually it could be and basically like for the

Tate Modern is entirely the case!

Interviewer: Do you think for example that an exhibition about Mantises and Picasso could happen in the

British museum?

Interviewee: I don’t think so, I think it wouldn’t match!

Interviewer: What is a museum according to you?

It is a building with a proper organisation, (direction, signal) and a collection.

Interviewer: Did you notice how the Tate Modern was organised?

Interviewee: Yes, if I remember well, it was organised by themes.

Interviewer: And did you notice something else which strikes you?

Interviewee: Yes, there was space to take a rest and for me it is not something really frequent in museum,

there were spaces, dedicated to learn art and learn how to play with art!

Interviewer: Do you think it is important to take children into account in the process of a visit?

Interviewee: Yes, because it is a really different approach for children and it is surely more appropriate

than texts.

Interviewer: Could you please give me 3 adjectives, which can qualify the Tate Modern?


Contemporary, spacious, original

Interviewee: Euh… this question is weird! But I think it could be Karl Lagerfeld!

Could you compare the Tate to any famous person?

Interviewer: Could you give me a sentence that can be associated to the Tate Modern?

The Tate Modern, a journey to initiates you to the Contemporary art.

Interviewer: Do you remember about the logo?

Interviewee: No

Interviewer: But could you just imagine what could be the colour of the logo ?

Interviewee: Yes of course, but for which museum?

Interviewer: Oh sorry, I didn’t precise it! Could you it for the Tate modern first and the British Museum

then?

Interviewee: Yeas so for the Tate Modern, I would say, black

And the British museum I would say beige

Interviewer: According to how could you define a museum with quality?

Interviewee: I would say that it is a museum, which brings out the artefacts, which provides simple and

clear explanations about the artefacts, the paintings movements, which lead the artists to create those

kinds of paintings... but it is also a welcoming museum, which enables the visitors to experiment the

paintings in different ways. I just give you an example; during my visit at the Tate Modern I noticed that

some spaces were dedicated to discussion about the artefacts, or to understand the artists in an other way

than with explanations.

Interviewer: So, do you consider that the British Museum and the Tate Modern are good museum?

Interviewee: Yes I think, just one thing is missing at the British Museum; it is the space to discuss about

the artefacts.

Interviewer: And precisely, about the organisation of the museum. Did you feel lost in those museums?

Interviewee: Euh... As soon as I remembered, the British Museum appears to me as a maze contrary to the

Tate Modern.

Interviewer: Now something completely different. Do you think that we can compare museum to goods ?

Interviewee: I am sorry I don’t really understand the question but the point is that a car is useful, and you

use it daily. For a museum, you can go over there whenever you want, just to enjoy seeing pictures.

Goods, you use them and then you throw them. A museum does not have this characteristic.

Interviewer: You know that you buy a good because you need it. Do you think it is the same for the

museum?

Interviewee: Definitely not, to my mind it is much more a desire than a need.

euh... in fact, it is a service. People make artefacts available to visitors ... it is a service that we pay.

Accessible to everyone, and should be affordable to everyone. Yes because it prevents people from going

to the museum if it is too expensive. it is like that in France.

Interviewer: Do you consider that there are some competitors to the museums ?

Interviewee: Maybe the Louvre or the National Gallery but for me it is completely different as they show

other things and are based on other themes.

Interviewer: This question could be difficult but let’s try ! How would you define a brand?

Interviewee: Euh.. ok... it’s a manufacturer a put a recognisable sign on a product in order to attract the

buyer’s sight. Like Nutella and it’s own name, the shape of the jar.

Interviewer: What is the element that make chose a brand compared to an other ?

Interviewee: For me, at first, it is the quality of the product. But it can also be the fact that I saw the

product on TV previously or because it appears to me as the friendly brand and product thanks to the

advertising or the reputation.

Interviewer: Is Linvosges a brand that you could buy ?

Interviewee: Definetely not. I think that I must recognize the value of the product. It must suit me.

Interviewer: Can some museum correspond to you ?

Interviewee: Yes, I think so. I think that the Tate Modern corresponds to my way of thinking and

behaving.


Interviewer: According to what you say previously, don’t you think that a museum can become a brand?

Interviewee: I would say no but when you see items sold in the shop, sometimes they refer to the

Museum. So maybe yes as it can be a mean to do advertising and to be known overseas.

But I would say that the museum is not a full-fledged brand.

INTERVIEW ELEVEN:


I come from France, from Paris

Can you please give me 3 or more cultural attractions in London?

The British Museum, Big Ben and the Tate gallery

How often are you going to attractions? To museums? No very often. I like to go and see some temporal exhibits once every two months

You say the British Museum previously, have you ever been over there?

I have been once 2 years ago.

And what about the Tate gallery?

I have also been once, 2 years ago I think. When they were showing the artificial sun: very impressive.

I really liked this gallery

Do you think that the BM (British Museum) is recalling the most the British identity?

To be honest I barely remember this museum because I really prefer modern art.

So for, your best memory about London was the Tate Gallery? Why?

Regarding the museum I visited, yes! I like the place, the site, the building...

What is the difference between a gallery and museum for you?

In this case, I don’t really know. Usually in a gallery they change the exhibits more often.

There are also gallery where you can buy the paintings... but here in the Tate's it is not the case

Do you think that the Tate gallery could be named in an other way? if you can give

an other name what could it be? I have never thought of changing the name of a museum. By the way I don’t know why it's is called the

Tate's gallery. We could call it "the modern art gallery" or something explaining the kind of masterpiece

that can be seen in the gallery

What do you think about the Tate Modern?

I think it is a interesting museum. I like the fact that there is a lot of space. I thing it's in an ancient factory

or warehouse

The building was a really important thing for your experience over there?

I think it's part of the all thing, because you do not appreciate the painting or sculpture the same way

whether the room is little, big, have lots of light or no

Did you hear about the Tate modern (which is the real name of this museum) because

of the building? No, I’ve been there with some people who wanted to go there

I did not plan the visit. The only thing i had heard before visiting the museum was the "sun"

What was your idea of the Tate modern before coming?

I had no idea. I just knew I’d find contemporary art

Can you explain me what you find in the Tate modern and if it was what you expected?

I remember I saw modern paintings and modern art like stuff on TV. It was more or less what I expected

That is to say : stuff I appreciated and stuff I really did not understand, like it can happen with the

contemporary art

With which adjectives would you describe the Tate Modern?

wide, modern, different

Do you remember the logo of the Tate Modern?


no I don’t remember

What colours would you associate with the name of the Tate Modern?

red

Could you please give me your impression on the police of the name and the colour

chosen? I think the kind of police used fit with the kind of art of the museum, about the colour, I find it to pink

And if it was a sentence what would it be to your mind?

Tate modern: a different view of the art

Could you please finish the following sentence? Tate modern is.......... The place where we can find all the new artists' work

If it was a famous person who would it be?

I really link the Tate modern to the movie Match Point, that's why I would say scarlet Johansson

Do you think the Tate Modern is a good museum? And Why?

I think it's a good museum for me, because I appreciated it

Of course I guess everybody cannot share my point of view

We have nearly finished!

According to you, can we compare a museum like the Tate modern to consumption

good? No, I do not see why we could do this comparison

What would be the competitors to this kind of service?

The TV showing us art and explaining it, the free gallery where you can buy but you can also enter freely


Brand is a name that carries some values, and people know these values

What do you think about the issue of museum and branding?

I had not noticed that so I cannot tell you

I don’t feel the museums are using their name as a brand

According to you, branding can be a way to promote the place?

Well I think the museums can communicates when they have news exhibits

For example, can you tell me which other museum in the world can you consider as a

brand? I say it again; I do not consider the Tate is a brand

INTERVIEW TVELWE:

For how long have you been in UK?

3 months


Venezuela

Can you give us 3 or more cultural attractions in London?

British Museum, Tate Modern, V&A

How often are you going to attractions, museums?

3 times a month

Have you ever been to TM / BM?

Yes I have been to both many times

Why did you go there?

Because I am interested in art, design and museums.

With whom did you go there?

University, friends, on my own


How have you heard about BM/TM? (Media)

Guidebook, word of mouth, TV

What was your idea of BM/TM before going there?

I didn’t expect anything in particular, only thing I though about was that they are very big.

Did you find what you expected in there?

I expected BM to hold only British staff, and Tate to have more things.

With which 3 adjectives would you describe BM/TM?

TM – modern, contemporary, dynamic, BM – not really British, old, huge.

Do you know what are the logos of both institutions? Could you describe it?

TM- modern, unique, BM – conservative

What colors would you associate with logos?

TM – pink, BM – white and black

If it was sentence or a group of world, what would it be? For TM/BM

TM – Representation of contemporary art. BM – Representation of anything but not Britain

Could you please finish the sentences? BM is…………… / TM is…………

BM is interesting. TM is modern.

If it was a famous person, who would it be? For BM/TM

TM – Andy Warhol BM – Queen

How would you define the quality of a museum? (According to you what is a good museum?)

Good communication to audience, innovative and educative.

Do you think we can compare museum to goods?

Yes

According to you what are the main competitors of the BM and TM?

TM – National Gallery, BM – V&A


One name for variety of products.


Museums should focus on education of audience, branding should sponsor it.

To which extend would it be important form museum to create its own brand?

To collect founds and promote culture.

INTERVIEW THERTEEN:


1 year


Pakistan


Tower bridge London Eye House of Parliament


Twice a year


Yes to BM


Because my family took me there


Family


No



I thought it is old


Yes I was thinking it would be more boring


Boring, old, big-BM modern, big, free-TM


No I don’t know


Brown-BM pink-TM


TM –Different style gallery BM – Big boring museum


BM is very old. TM is a waste of time.


TM – Dali, BM – Hitler or Alexander


Good communication to audience, innovative and educative.


No


TV, Cinemas, clubs.


Name or logo that present company


It helps to sell museum, and make money


It is very important otherwise people wont recognize it.

INTERVIEW FOURTEEN:


4 months


Russia


British Museum, science museum, Natural history museum


Once in 3 month


Yes to both


I like museums and the art


Alone and family


Guidebook, adverts in underground


I though it was smaller and more British – BM, TM – was exactly as I though strange, spacious and

modern not only outside but also inside



Yes and even more with BM. It overwhelms me with all the staff it holds, unforgettable experience.


TM – modern, spacious, strange, BM – huge, old fashion (in good way), quite calm


I am not sure but I think both are including the name in it, BM is like very simple and strong and TM-

like small and like washed off


Brown or black with some white-BM pink or maybe red and also some white-TM


TM –Fantastic place for the art sole. BM – Overwhelming experience in the beautiful conservative

package


BM is a great place for everyone. TM is a fantastic place for those loving modernity and contemporary

lifestyle.


TM – Andy Warhol, Picasso BM – Queen or Jacque Custo


Delivering what people expect, and educating without feeling of that.


Yes they are definitely product similar, but tend more to service side. In fact they sell us something called

experience


V&A, National Gallery, Science Museum, Natural History Museum


As a collections of attributes which describe the product


This is the future of the museum; they have to compete for customers as the other companies do.


To be able to engage people.

INTERVIEW 15


I came 3 days ago


I am from Spain


Theaters, museums, palaces and castles


Only when I am on holidays….like now.


I went to BM yesterday. I haven’t gone to TM yet. I expect to go tomorrow.

If not, why?

If yes, Why did you come to the TM and/or BM?

I went to BM because I heard it has interesting art and history. And it seems TM is fascinated.


Alone

How have you heard about the BM and/or TM? (media)

A friend recommended them to me in Spain



BM: It is a very traditional museum in England and it is a-must-go attraction

TM: New art, very modern and funky.


or what would you expect from the museum?

I found everything, because I was told it contains a lot of history and things from other cultures and this is

what I found.


TM: Funky and fun.

BM: Knowledge

Do you know what are there logos of the TM and the BM? Could you please describe them? what

do you think?

BM: the logo is just letters.

TM: I don’t know it.


BM: Dark brown

TM: Yellow

If it was a sentence, a group of words, what would it be? for TM and BM?

TM: Art is a constant change

BM: Knowledge and history


BM is fine art and history

TM is innovation


BM is all about getting know the past and the history

TM is more about new things and new artist proposing new things.

If it was a famous person who would it be? for TM and BM

TM: Prince

BM: Queen Elizabeth


The quality is everything that is the museum, not only the art, but the decoration, how the pictures are

arrange, the staff….everything.


Yes. You can arrange a museum and presented as if it was a good.


Science museum and Natural history museum. Even though do not cover the same subjects…..but the are

good as well.


Everything that can described a good.


You can make a museum a brand, giving the special touch…..not only pictures and art, but service and

quality.


To become a leader in the market.

INTERVIEW 16


3 months



Venezuela


London Eye, Tower bridge and Buckingham Palace


Not very often


No

If not, why?

Cos I am not into art


Usually I don’t go to museums

How have you heard about the BM and/or TM? (media)

In guide books


I have never been in any of those. But I think they are full of art and paintings.



I don’t like museums


TM: Modern art

BM: Boring

Do you know what are there logos of the TM and the BM? Could you please describe them? what

do you think?

No


BM: White and black

TM: Sky Blue

If it was a sentence, a group of words, what would it be? for TM and BM

TM: New art

BM: art is tradition


BM is boring

TM is funky

If it was a famous person who would it be? for TM and BM

TM: Pink

BM: James Bond


Give to the people what they expect, good and nice presented.


Hmmmm…..I don’t know.


Any other museums in London


Characteristics of a product


No comments


To get more people to go and get it better known by visitors.


Group Diary:

GROUP DIARY MKP003N Spring 2006

Enter group name Student 1

Student

2

Student

3 Student 4 Student 5

Student ID

6027180 6035857 6035225 6035209 6016839

Given Name DAVID HAO MARY MATHILDE ROBERT

Family name KOLENDO XING

KON-

SUN-

TACK

SUFFRONT PAJACZKOWSKI

Core

requirements

Secondary

research

contribution

Museum

Effectiveness

Tourism

in

London

Marketing

Paradigms

of

museum

aspect

Branding in

museum

aspect

Brand

Management in

organization

aspect

Qualitative

research

collection

The entire group has contributed to carry out questionnaires to collect

proper data, thanks to 16 depth interviews.

Group meetings

Group activity 1

take cognizance of the coursework and how to orientate our work

through the following weeks

Group activity 2

Decision for the depths interviews and elaboration of the

questionnaire

Group activity 3 Finish the elaboration of the questionnaire and pre-test

Group activity 4

Carry out the 16th depth interviews

Group activity 5

Group activity 6

Group the questionnaires and share the work for the different

literature research

Group activity 7

1st Advancement point. Gathering of all our research. Enhancement

and redirection of our ideas

Group activity 8

2nd Advancement point. Last readjustment of the research. And come

up to the final structure of the project

Group activity 9 Start writing project

Group activity

10 Holliday break

Group activity

11

Group activity

12 Work on the project and finalisation of the writing project


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are museum brands

Documents