Museum brand identity model approach: An online Delphi Study

Museum brand management is a practice increasingly used in the museum sector, at least at a primary level. The scarce academic literature on the subject has created the opportunity to approach museum brand management from a deeper perspective, including its brand identity. For this purpose, an online Delphi study consisting of three rounds of questions was developed. A total of 12 experts, from the public and private sector, as well as academia, participated in the process, which was carried out between 2019 and 2021. The main objective was to identify a brand identity model for museums and its adaptability to the post-COVID era from a theoretical point of view. The main dimensions that compose the agreed model are: the product, the person, the symbol, the organisation, the territory and the digital sphere. According to the experts, this model is versatile enough to be adapted to all museums, regardless of their type and size/structure. This study provides a theoretical validation of a brand identity model, and it also demonstrates a growing focus on marketing and brand management by experts and academics.