Museum branding

This bachelor thesis addresses a branding of cultural institutions. At first it defines basic elements of branding and their specifics regarding museum s. The practice part of the thesis describes two significant culture institutions - Tate and the National Gallery of the Czech Republic, from the time of the foundation to the present date situation. Following part of the thesis is based on the questionaire survey supposed to confirm or disprove hypotheses established in the introduction. The research deals with the public view of the National Gallery brand. The conclusion is based on the information obtained by the research. At the very end of the thesis there are several suggestions on how to improve the institution's branding