Leveraging the Brands of Campus Museums: Opportunities and Strategies

As university museums evolve to encompass broader, more diverse audiences and adopt innovative new approaches to visitor engagement, it has become necessary to establish a compelling brand identity for communications, development and programming initiatives to maintain this sector-wide momentum. This study identifies two patterns in the university museum sector -- new building projects and partnerships and affiliations -- through which it explores strategies for leveraging an institutional brand. A qualitative research model examines two case studies within each opportunity using a framework of three common themes: a focus on the future, an expanding academic reach, and recognition of brand value. Interviews with communications, development and education staff illustrate the ways in which a compelling brand identity shapes a successful new building launch or partnership formation. Overall, the study emphasizes the role branding plays in the reimagining of a unique sector of American museums.