Heritage Marketing in the Not-for-Profit Sector: The Case for Branding

As we enter the 21st century, museums find themselves struggling to maintain audiences in competition with an increasing number of leisure attractions (Nightingale, 1999). How can museums position themselves to appeal to leisure consumers while distinguishing themselves from theme parks, amusement arcades and other entertainment venues? Effective branding offered valuable insights and solutions at the Powerhouse Museum in Sydney, Australia.