Dr Jody Evans, Associate Professor, Melbourne Business School & Dr Kerrie Bridson, Senior Lecturer, Deakin University.
With the increase in competition within the arts sector and from the broader leisure sector, public art museums need to review their community engagement ability. Brand management has been identified as a potential tool to enhance community engagement through an emphasis on communicating the relevance and accessibility of public art museums. Only limited extant research exists in the area of public art museum branding. The overall objective of this research study is to improve Victorian public art museums’ community engagement skills using brand management principles.