ABSTRACT
Branding is one of the most fundamental ideas in marketing, and one of the most controversial, raising suspicions about marketing being a case of selling images rather than realities. This chapter clarifies the meaning of the term 'brand' – arguing that branding goes much further than logos or design but is best understood as customer experience. It outlines the history and rationale of branding as an activity, and discusses the role that branding can play in achieving arts marketing goals. The chapter explores the concepts of brand positioning and brand equity as they relate to the arts. It discusses brand-related issues such as brand extension, rebranding and brand architecture in an arts marketing context. The story of Sunlight soap illustrates some of the most powerful basic benefits which brands can offer producers and consumers. Applying the brand ownership triangle in an arts marketing context is reasonably straightforward.
