Global Research
What is your understanding of ‘brand awareness’ in this context?
Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. Ideally, awareness of the brand may include the qualities that distinguish the product from its competition. What I understanding of ‘brand awareness’ during this context of art galleries is the gallery audience can identify the gallery based on the gallery’s brand characteristics, such as brand name, logo, decoration element or even the artwork. So if people can recognise the brand from little detail, it means the awareness is successful.
How are art galleries using media content to expand their ‘brand awareness’?
After visiting and compare other art galleries’ / museums’ social media accounts, I found that the National Gallery of Victoria is totally different from another gallery. For example, as the Louvre and Van Gogh Museum, their media platform only shows the artworks, not any other things and mostly image form. NGV is smart to use the platform to expand their brand awareness, is not only post the photos on Instagram but also post some simple advertising and notification as video. The main content is about the advance notice of the new exhibition, representative artworks, even the decoration. Through more than one media platform to publish content help brand advanced awareness and exposure.
What media and communication strategies are art galleries using to guide the production of content?
Normally, the art galleries will through event and exhibition displays, digital signage, mass media, marketing and social media outputs, documentary film, web and interactive content production projects to expand their brand awareness. ‘Tate’ is a family of four art galleries in London, Liverpool and Cornwall known as Tate Modern, Tate Britain, Tate Liverpool and Tate St Ives. Tate art museum. One specific strategy of Tate wants to engage current audiences in innovative ways and build new online communities. Although social media provide an opportunity for Tate to fulfil its mission to increase enjoyment and understanding of art. But they want to achieve the goal as following ways,
1: provide more relevant, targeted messaging.
2: encourage gallery visitors to review exhibitions by sending automated post-visit emails.
In order to achieve the goal, it should raise the profile of social media activities through the integration of online and offline marketing campaigns. And engage in dialogue with its online communities, ensuring that the owners of social media platforms within Tate have the time and skills to undertake this.
Reference
M, C., 2020. Why Brand Awareness Matters. [online] Investopedia. Available at: <https://www.investopedia.com/terms/b/brandawareness.asp> [Accessed 28 August 2020].
Ringham, J., 2020. Tate Social Media Communication Strategy 2011–12 – Tate Papers | Tate. [online] Tate. Available at: <https://www.tate.org.uk/research/publications/tate-papers/15/tate-social-media-communication-strategy-2011-12> [Accessed 28 August 2020].
Rossiter, J., 2014.‘Branding’ explained: Defining and measuring brand awareness and brand attitude. J Brand Management vol. 21, pp. 533–540. [Accessed 27 August 2020]