Identity-oriented brand positioning: an analysis drawing on an ethnographic case study of a contemporary visual arts organisation

This thesis contributes to arts branding theory by developing a conceptual framework for understanding and managing branding procedure in a contemporary visual arts organisation with particular reference to an artist-led organisation. The aim of the study is to examine to what extent commercial branding theory is applicable for a contemporary visual arts organisation, whether and how much theory extension might be required. The research seeks theory extension for current branding theory in order to facilitate visual arts organisations. The theoretical framework is based upon communication theory and branding theory, special attention is paid to brand positioning theory and the cultural branding inquiry. The author spent two and a half years conducting an ethnographic inquiry within a visual arts organisation in the North East of England. The study generates data from interviews, extensive participant observation, and the examination of organisational documents and artefacts. Iterative analysis is employed as the major data-analysis method, supported by discourse analysis and visual analysis. The study finds that stakeholders’ identity significantly influences branding for an arts organisation, especially an artist-led organisation in the North East, therefore current commercial branding theory is to be adjusted. To remediate this unsuitability, a theory extension is developed for the branding in the arts sector, so that better understanding and brand management can be achieved