This page is older archived content from an older version of the Emerald Publishing website.

As such, it may not display exactly as originally intended.

Brands in the arts and culture sector

Special issue call for papers from Arts Marketing

Guest Editors:
Professor Carsten Baumgarth (Berlin School of Economics and Law, Germany)
Dr Daragh O'Reilly (University of Sheffield, UK)

Arts Marketing: An International Journal (AMAIJ) is pleased to announce a Special Issue focused on advances and development with regard to scholarship on Brand Management and Brand Effects in the Cultural and Arts Sector

The brand approach is a relatively new and neglected concept in the arts and cultural marketing domain (e.g., O’Reilly 2011). Yet strong and world-famous museum brands like MOMA or TATE, opera house brands like the MET or TEATRO ALLA SCALA, entertainment brands like CIRQUE DU SOLEIL, or successful artists brand like HIRST, PICASSO, or LADY GAGA underline the relevance of the brand concept for the art and cultural sector.

On the one hand, some researchers have analysed the application of brand management ideas and techniques in the art sector, for example brand orientation (e.g., Baumgarth 2009), positioning (e.g., Pulh, Marteaux and Mencarelli 2008), and brand management for cultural institutions (e.g., Wallace 2006) or single artists (e.g., Schroeder 2005). On the other hand, few papers have dealt with the effects of brands on visitors to cultural institutions and events as well as on other stakeholders. For example, some papers present special techniques in order to measure brand images of cultural institutions (e.g., Caldwell and Coshall 2002), discuss the concept of brand equity in the art sector (e.g., Camarero, Garrido and Vincente 2009), adapt the brand community concept to the art sector (e.g., Baumgarth and Kaluza 2012) or analyse the construction of brand meaning by individual persons and society (e.g., O’Reilly 2005).

This Special Issue of AMAIJ aims to bring together collaborative efforts from different perspectives. It is timely for leading researchers and practitioners to be part of the greater understanding and broader application of branding ideas to the art and cultural sector.
Accordingly, the Guest Editors welcome submissions offering innovative insights into issues surrounding brands in the art and cultural sector. All rigorous and thoughtful conceptual papers, literature reviews, case studies, empirical studies and practice papers using a wide range of methodologies are encouraged.

A wide variety of topics will be suitable for this special edition and might include (but are not limited to) the following:

• Branding and design in the field of cultural institutions and art;
• Anchoring the brand in the cultural institution (internal branding, behavioural branding, brand orientation, leadership);
• Areas of tension between branding and "artistic freedom";
• Arts branding and neo-liberal ideology;
• Relationship between brand and visitor orientation (and other orientations like custodial orientation) in the cultural sector;
• Development and management of location brands in the arts and cultural sector;
• Brand management for special cultural sectors and forms (such as festivals);
• Commercial and artistic brand values in arts and cultural organisations;
• Concepts and instruments for controlling brands in the arts and culture sector;
• Brand equity and brand strength in the arts and cultural sector;
• Arts brand experiences;
• Cooperation of brands in the arts and cultural sector and the commercial sector (cultural sponsoring, co-branding, theme parks, etc.);
• The “Star” phenomenon in the arts and cultural sector (including “Stars” as ingredient branding);
• Brand value in the arts and culture sector;
• Theorising the artist as a brand;
• Effects of brands on visitors and other stakeholders (such as critics);
• Brand tribes/communities ("friends") and fans in the arts and cultural sector;
• The brand report card and arts brands;
• Art brand economics.

Suitable competitive papers presented at the Conference will be considered for publication in a Special Issue of Arts Marketing: An International Journal.

The closing date for regular submissions is January 15th, 2013.

All manuscripts submitted should follow the guidelines for the AMAIJ. These are available here:
Prospective contributors with questions concerning the potential suitability of topics, editorial expectations, or any further questions regarding this special issue are invited to contact the Guest Editors directly by email:
Carsten Baumgarth, [email protected]
Daragh O’Reilly, [email protected]


Baumgarth , C. (2009). Brand orientation of museums: Model and empirical results. International Journal of Arts Management, 11(3), 30‐85.

Baumgarth, C.; Kaluza, M. (2012). ‘The friends’ of institutions s brand communities – conceptual model and case study. Proceedings 11th International Colloquium on Nonprofit, Social, Arts and Heritage Marketing, London.

Caldwell, N., Coshall, J. (2002). Measuring brand associations for museums and galleries using repertory grid analysis. Management Decision, 40(3), 383-392.

Camarero, C.; Garrido, M. J.; Vincente, E. (2009). Components of art exhibition brand equity for internal and external visitors. Tourism Management, 31, 495-504.

O’Reilly, D. (2005). Cultural Brands/Branding Cultures. Journal of Marketing Management, 21, 573-588.

O’Reilly, D. (2011). Mapping the arts marketing literature. Arts Marketing. An International Journal, 1(1), 26-38.

Pulh, M.; Marteaux, S.; Mencarelli, R. (2008). Positioning Strategies of Cultural Institutions. International Journal of Arts Management, 10(3), 4-20.

Schroeder, J. E. (2005). The artist and the brand. European Journal of Marketing. 39(11/12), 1291-1305.

Wallace, M. A. (2006). Museum Branding, Alta Mira Press. Lanham et al.