The Ethnographic Museum and the New Forms of Branding in Culture: Guidelines in Accordance with ICOM-ITC Training Workshop in Museum Activities, Fuzhou, The People’s Republic of China, November 2018

The paper provides insights into the contemporary branding principles in culture. It was prompted by the workshop entitled “Promoting your Museum: Make it Relevant and Attractive organised by ICOM International Training Centre for Museum Studies”, held from the 13th to the 22nd November 2018 in Fuzhou, the People’s Republic of China. The presentation of the training is accompanied by contextualisation and interpretation from the perspective of operation of the Ethnographic Museum (the frame of reference is over the past decade), including the guidelines and trends in (re)programming through innovative forms of co-operation with the community as a co-creator of museum programmes. In addition, an introduction has been provided and a brief overview of the recent boom of museum institutions in China, which has been considered in terms of the ratio between the elements of quality and content – museum experience