Due to the evolution of the contemporary art landscape, the purpose and notion of a gallery within this shifting landscape, as well as its audience, and art landscape, galleries need to play a more active and pro-active role in branding and positioning themselves within the industry. Currently, art galleries are not [necessarily] considered to be a brand, although the use of branding tools, such as advertising, assist in creating a positive impression of the gallery within the community.
The findings of the study recognises that a brand strategy for an art gallery in South Africa is essential for the sustainability of the organisation within a shifting landscape and to clearly define it's positioning within a challenging industry. From the data gathered, the fundamental qualities of an art gallery brand were identified and these results formed the basis of a brand strategy for art galleries.
The 10-step guide, an A5 booklet, developed as the result of this study, addresses and assists the lack of brand strategies in local art galleries.
