Museum dialogue as an important component of marketing communication of a brand

1st International Scientific Practical Conference "Breakthrough Technologies and Communications in Industry"

工业技术（总论）;无线电电子学

Melnik, Tatiana^1 ; Maletina, Oksana^2

Volgograd State University, Marketing Department, Volgograd, Russia^1

Volgograd State University, German and Romanic Philology Department, Volgograd, Russia^2

关键词: Consumer value;    Interactivity;    Marketing communications;    New tendencies;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/483/1/012050/pdf
DOI  :  10.1088/1757-899X/483/1/012050

学科分类：工业工程学

来源: IOP

【 摘 要 】

Transformation of marketing communication is firstly determined by such tendencies as decrease of influence of traditional advertising, growth of awareness and consumer independence and creation of impression culture. The response of business to new tendencies is the implementation of new methods of marketing communication with target consumers. The article considers brand museum as a part of brand communication and therefore brand companies can meet consumers' requirements, communicate with consumers and create consumer value, implement brand into their lifestyle. The analysis is carried out with the help of Th. Gad's four-dimensional branding model. According to the analysis we identify typical characteristics which are necessary for successful brand communication: creation of brand space where consumers can get more information, discover and investigate; interactivity as an opportunity to get one's own impression from interaction with a brand (to play a role, to test a product, ask questions (to take a sensible part in museum events)) and share your opinion with others; dialogue relationships with consumers; brand enrichment due to impressions which are not connected with trade.