Muzej kao brend

Uloga muzeja ali i uloga posjetitelja muzeja se značajno promijenila. Muzeji se danas smatraju mjestima inteligentne zabave. Posjetitelji od njih traže aktivno iskustvo i istovremeno zadovoljavanje više potreba, prije svega obrazovanje i zabavu. To je dovelo do pojave fenomena edutainment kao zabave koja je kreirana da bude obrazovna. Uspješni muzeji diljem svijeta prepoznali su važne promjene u svom okruženju i prilagodili im se bez kompromitiranja svoje osnove misije (očuvanja baštine). Posredstvom tehnologije i upotrebom novih medija muzeji su u mogućnosti približiti se daleko širem krugu korisnika, unaprijediti svoju ponudu, istaknuti se u " moru " drugih ponuda koju čine ostale baštinske institucije. Kao posljedica prilagođavanja trendovima suvremenog društava, marketing i odnosi s javnošću danas čine neizostavan dio posla u muzejima. Posljedica toga je da neki muzeji zaista postaju brendovi u punom smislu te riječi. Brend management je identificiran kao potencijalni alat za poboljšanje odnosa između muzeja i zajednice, s naglaskom na komunikaciju i pristupačnost muzeja. Najpoznatiji primjer muzeja kao brenda je vjerojatno Guggenheim kojeg jedni doživljavaju kao muzejski projekt budućnosti a drugi kao očiti primjer akulturacije.The role of the museum, as well as the role of museum visitors, has changed significantly. Today, museums across the world are considered places of intelligent entertainment. Visitors seek for active experiences and simultaneously they want satisfy several needs, above all, education and entertainment. This has led to the emergence of the phenomenon of edutainment which is entertainment, that is designed to be educational. Successful museums throughout the world have recognized the important changes in their environment and adapted to them without compromising their mission grounds ( heritage preservation ). Through the use of technology and new media, museums are able to approach a far wider range of users, to improve its offer, highlight themselves in the market of other offers that make other heritage institutions. As a result of adapting the trends of modern societies, today marketing and public relations are important part of the work in museums. The consequence is that some museums really become brands in the full sense of the word, and the world-recognized brand name or a product. Brand management is identified as a potential tool for improving relationships between museums and communities, with an emphasis on communication and accessibility of the museum. The most famous example of the museum as a brand is probably the Guggenheim that one experience as a museum project the future and the other as an obvious example of acculturation