Managing Brands in the Socio-Cultural Industries: How Branding Leads to Sustainable Organisations (ADSS/DRFDES7P/61841)

Synopsis
Brand management strategies apply equally to private and non-profit organisations, as well as to manufacturing industries and social-cultural organisations. Social and cultural corporations, such as museums, theatres, events producers and fashion brands face constant challenges linked to the service and experiential nature of their products. This research will explore the opportunities that brand management strategies bring to socio-cultural organisations in order to build resilience and sustainability based on reputation, long-lasting engagement of clients, understanding of the value of culture, co-creation with audiences, and emphasis on a more experience-centred offer.

Topic
The advantages that branding brings to companies and consumers are extensively discussed and repeatedly proved beneficial in practice. Developing and sustaining distinctive brand identities and strategies has numerous positive effects for both the corporation and the markets. For example, the corporation finds in branding a way to express its values, to share them with their audience, and to develop long lasting relationships with a customer base. At the same time, the brand acts as a sort of seal or quality guarantee that reduces customers’ perception of risk when they make a choice.
Brand management strategies apply equally to private and non-profit organisations and are very suitable for social and cultural organisations too. Socio-cultural organisations face constant challenges and often struggle to maintain steady and sustainable income generation. Some of the core challenges they face have to do with the service and experiential nature of the sectors’ products. Others relate to a global
economic decline that affects public funding, general consumption and participation to cultural
activities.
This research will explore the opportunities that brand management strategies bring to socio-cultural organisations in order to build resilience and sustainability based on good reputation, long-lasting engagement of clients, understanding of the value of culture, co-creation with audiences, and emphasis on a more experience-centred offer. Brand approaches lead to more experience-centred events, programmes, exhibitions or performances, which take into consideration how people draw meaning from long-lasting relationships with socio-cultural brands. These and other connections are likely to be relevant to any suggested research proposal.

Enquiries regarding this studentship should be made to: Dr Irini Pitsaki, [Email Address Removed], 01912273199

For further details of how to apply, entry requirements and the application form, see
https://www.northumbria.ac.uk/research/postgraduate-research-degrees/how-to-apply/
Please ensure you quote the advert reference above on your application form.