Branding In Museums: Including A Case Study Of Cooper-Hewitt, National Design Museum, Smithsonian Institution

This thesis will explore the topic of marketing and brand building in for-profit business and the arts with emphasis on museums. By examining the role of marketing in for-profit business and its evolution and uses in arts marketing, analyzing CH/NDM in terms of the marketing mix, and predicting the challenges CH/NDM may face once a brand identity has been determined, this thesis will address the question, "Is Cooper-Hewitt, National Design Museum, Smithsonian Institution's brand identity initiative a feasible marketing strategy in meeting its current challenges and goals?"