engleski

Strategic analysis of corporate marketing in culture management

Postmodernism dictates the boundaries of culture that once perceived and imposes new insights. First, it is based on the theory of simulacrum according to which society is based on production and exchange of images. In the field of art, where emotions play an important role, the hedonic satisfaction the consumer experiences from contact with the artwork is a key element. The specificity of the cultural product itself is in a paradox. An artist should offer his work, which is a moment of inspiration, while at the same time the consumer needs to adapt to his product. Adding a symbolic meaning to brands expands the understanding of cultural brands. The marks are not only at the symbolic level of cultural products but also in sociological level. On the artistic side, each piece is a prototype because once performed it can’t be repeated the same way. The demands for artistic values are not innate and do not exist as a natural phenomenon and therefore need to be systematically stimulated. The purpose of this paper is to analyze and discuss the strategic positioning of corporate marketing in segment of cultural management. Insights and reflections derived from corporate marketing and from the brand theory literature adopted in the paper. The paper analyzed three type of cultural segment: school, theater and museum. The responsibility of non-profit organizations such as schools, theaters and museums is based on the scope of services to satisfied customer needs. The features of the corporate brand model reveal the symptoms of the theater prototype, museum exhibits and the influence of the school as a creator of the need. The behavior of employees is a very important element in the expression of corporate identity. The concept of cultural roots metaphorically embraces elements of heritage, nationality, history, culture, and all forms of corporate culture that imply employee relationships. The paper compares all three segments of culture with Balmer and Aaker’s model. We describe a model for managing corporate brands, corporate identity, corporate image and corporate reputation. The paper draws on key literature relating to corporate marketing and marketing in culture. Main goal is broadening our understanding corporate branding using a model C2ITE, AC4ID Test and brand personality. Finally, we review corporate identity and image as key factor in building culture management. The museums have experienced a new way of encoding culture and, together with the theaters, they take forms of consumer identification. Ultimately, the culture brand is based on the essence of art, to the desired image that makes the vision of brand, that is, from a consumer perspective, a renaissance individual with a need for cultural brands.

corporate marketing, brand, identity, brand personality, culture management

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