Planteamiento de un modelo de identidad de marca museo: Un estudio Delphi online
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La gestión de marcas museo es una práctica cada vez más utilizada en el sector museístico, por lo menos en un nivel primario. La escasa literatura académica sobre el tema ha creado la necesidad de abordar la gestión de marcas museo desde una perspectiva más profunda, incluyendo su identidad de marca. Para ello se ha llevado a cabo un estudio Delphi online compuesto por tres rondas de preguntas. Un total de 12 expertos, procedentes del sector público y privado, así como del mundo académico, participaron en el proceso que se llevó a cabo entre 2019 y 2021. El principal objetivo ha sido identificar un modelo de identidad de marca para museos y su adaptabilidad a la era post-COVID desde un punto de vista teórico. Las principales dimensiones que componen el modelo consensuado son: el producto, la persona, el símbolo, la organización, el territorio y el ámbito digital. Según los expertos, este modelo es lo suficientemente versátil como para adaptarse a todos los museos, independientemente de su tipo y tamaño/estructura. Este estudio proporciona una validación teórica de un modelo de identidad de marca, y también demuestra una creciente atención al marketing y branding por parte de expertos y académicos.
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