Partnership of Brands with 10 Famous Museums of Moscow and Saint Petersburg

Abstract

This study highlights the main types of brand cooperation with 10 major museums in Moscow and Saint Petersburg, which are relevant in 2018. In the study, websites of 10 most visited museums were analyzed to reveal the types of collaborations offered by museums to their potential partners. The activities of the museums and features of their communication with organizations and individuals were described, and examples of the most prominent collaborations and projects reflecting the situation in business and art communications were provided. The current list of museums' partners was analyzed: the number of partners, the types of collaboration chosen by different organizations, and activities of companies and their geographical affiliation were revealed. The study results showed that companies choose strong brands for collaboration with museums and are aimed at long-term and promising cooperation in the framework of the chosen strategy of company development.

Modern Tendencies In Partnerships Between Art And Business In Russia

“…We can notice a considerable increase in the number of mass-market brands that initiate cooperation with visual artists and art institutions. The soaring interest in culture and contemporary art displayed over the last 10 years or so, as well as the tendency to personify corporate communications and customise goods and services, actively stimulate brands toward this pattern of partnership (Osipova & Osipova, 2019).…”