Branding Indigeneity: Corporate Patronage of the Arts

Abstract

Although corporate giving is an important source of support for initiatives related to indigenous cultures, it is less clear how companies gain advantages from patronage. This paper develops the concept of branding indigeneit y to describe how companies benefit from philan-thropy and sponsorships related to indigenous cultures. More specifi-cally, I argue that corporate patronage related to indigenous cultures is a practice through which companies shape perceptions that they respect and value indigenous peoples. I draw on the case of corporate patronage at the National Museum of the American Indian (NMAI) to empirically illustrate branding indigeneity in the United States.