The vivian : headpiece 1 ed 1/20 photograph on hahnemuhle rag paper 380 gsm : 700 x 900mm $1,250 / Oliver King.

"In partial fulfillment of the requirements of the Master of Arts in Arts Management Whitecliffe College of Arts and Design, 2012."

Keywords: Branding, Consumer experience, Brand identity, Service Branding, Marketing, Art gallery

Includes bibliographical references.

In this dissertation, I examine the theory of branding and the marketing of small art
organisations by applying these ideas to a creation of a brand from its inception. I
identify a recent trend in branding research – service branding - outlining the function
a brand now plays with regard to marketing to the consumer. Service branding is
designed to create an emotional connection, where a deeper relationship develops
between brand and consumer; a spirit brand relationship. Using my gallery, The
Vivian, as a case study, and following the principles of service branding, I set out to
create a service based brand. To determine the success (or otherwise) of this approach
to branding, I carried out qualitative research that analysed participants’ feelings
about, responses towards, and experiences of, the gallery and its use of different
forms of branding vehicles to create branded experiences. The findings show that
delivering an experience allows for the co-construction of brand identity and helps
build brand meaning, value and trust. By developing the brand into product, The
Vivian experimented with the brand itself, creating emotional connections through
branded experiences and, in turn an identity that gives the consumer individual
ownership of the brand. The collective of the mind, body and spirit of consumer
engagement with the brand and brand story meant a stronger connection with the
individual, and to the community as a place to influence the self as an identity.
Involving the consumer in the process of brand development through co-created
experiences meant the brand has the potential to be a brand of possibilities influencing
relationships, communities, social networks, experiences and the self.