Tate modern presentation
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Tate Modern is a highly successful art gallery located in a converted power station in London. It was designed by renowned architects Herzog & de Meuron and opened in 2000 focusing on international modern and contemporary art. Tate Modern attracts over 5 million visitors annually making it Britain's most visited attraction. It competes with other major London art institutions like the British Museum and National Gallery. Tate Modern has established a strong brand identity focused on creativity, innovation, and being modern.
![References
• Keller, K. (2008), Strategic Brand Management. 3rd edition. New
Jersey: Pearson Education
• Kotler P. (1991), Marketing Management. 7th edition. New
Jercey: Prentice-Hall, Inc.
• Mintel, (2009), Visit Britain. Available at http://www.mintel.com
[Accessed: 2 May 2011]
• Tate Online, (2011), Tate Modern. Available at
http://www.tate.org.uk [Accessed: 1 May 2011]
• The Guardian, (2010), British tourist attraction visitors figures:
who's up and who's down?. Available at
http://www.guardian.co.uk/news/datablog/2011/feb/23/british-
tourist-attractions-visitor-figures#data [Accessed: 2 May 2011]](https://image.slidesharecdn.com/tatemodernpresentation-130218092249-phpapp02/85/Tate-modern-presentation-36-320.jpg)
Tate modern presentation
- 2. BRAND HISTORY Overview • Built in two phases between 1947 and 1963, Bankside Power Station was designed by Sir Giles Gilbert Scott. He was also the architect of Battersea Power Station, Liverpool Anglican Cathedral, University libraries in Oxford and Cambridge, Waterloo Bridge, and the designer of the famous British red telephone box.
- 3. BRAND HISTORY Architects • To find the best architects for the project • Jacques Herzog and Pierre de Meuron They have designed a number of widely admired buildings including the Goetz Gallery, Munich (1991-2), Ricola Europe Factory Building (1993), the Schüzenmattstrasse apartment building, Basel (1993) and the Railway Engine Depot and Signal Box Auf dem Wolf, Basel (1992-5).
- 4. BRAND HISTORY Construction • The transformation of Bankside Power Station into Tate Modern began 1995 with the removal of all the power station machinery by the previous • In December 1996 the Swiss architects Herzog & de Meuron opened a UK office at Bankside Power Station. • By the end of 1999, Tate Modern staff had moved into their permanent offices on the eastern wing of the building and many areas of the building were complete. • Tate Modern opened to the public on 12 May 2000.
- 5. PRODUCT RANGE Free daily guided tours Each tour focuses on highlights from different areas of our Collection Displays, chosen by our expert guides.45 minutes Free, no booking required Tours for Two Photo © Richard Eaton Enjoy a private tour for two with one of our Tate Guides around the highlights of the Collection or a special exhibition of your choice. Treat yourself or give as a gift
- 6. PRODUCT RANGE Tate Modern Schools Programmed At the centre of Tate’s schools programmed are artists, their practice and the gallery space Tate Boat A great day out for groups, enjoy a tour of Tate Modern in the morning, a relaxing trip on the Tate Boat and a tour of Tate Britain in the afternoon.
- 7. PRODUCT RANGE Tate Modern Restaurant 'One of the best views in London' Evening Standard Located on Level 7 of the gallery. Relax with friends over a glass of wine in the bar, or plan a special occasion lunch or dinner. Café 2, recent winner of the Time Out Eating & Drinking Awards: Best Family Restaurant, is located on Level 2 overlooking the riverside.
- 8. MARKET SITUATION The culture visitor attraction place in UK The 29.9 million visits by overseas tourists in 2009, an estimated 7.7 million visitors spent time in a museum and 4.2 million visited an art gallery Source: Mintel Oxygen, IPS/Visit Britain 2009
- 9. TATE MODERN MARKETING • Tate Modern is a blueprint for marketing success within a specifically creative, artistic business environment. • Only six years, the Tate Modern has become a centralized feature of London life • Tate has therefore embarked on a £215 million development to create new building designed opening in 2012. • Utilizes the full range of multimedia marketing options, including new media • The museum become as a centre of education
- 10. TATE'S STRATEGY TO 2012 • To promote Tate Modern, exhibition, display and service, nationally and internationally in order to attract and retain a growing and diverse audience. • To develop 4 main area of activities as art and ideas, audiences, improving the organization and future development. • Tate Modern will become more; Open, Diverse, Global, Entrepreneurial and Sustainable
- 11. BRAND ANALYSIS
- 12. WHAT’S COME UP TO YOUR MIND? Creative Art gallery London’s tourist attraction Millennium bridge Spider Inspiration Cool Unilever
- 13. BRAND EQUITY • Being unique and different from competitors by using a combination of name, logo, package, etc. • How does brand equity occur? Source: Kotler (1991)
- 14. BRAND EQUITY LEARN SEE FEEL HEAR Source: Keller (2008)
- 15. BRAND EQUITY • Differential effect: brand name, logo • Brand knowledge: brand awareness, brand image • Customer response to marketing: marketing activity, past experience, word of mouth Source: Keller (2008)
- 16. BRAND EQUITY • Those factors build become a strong brand Source: Keller (2008)
- 17. BRAND EQUITY • Customer-based brand equity Source: Keller (2008)
- 18. BRAND SALIENCE
- 19. BRAND IMAGERY Artistic Fun Intelligent Creative Relaxing Inspiring Freedom Modern
- 23. BRAND FEELINGS • gives you a feeling of... Artistic Fun Young Excited Happy Curious Inspired Intelligent Freedom
- 24. BRAND JUDGMENT • Brand Quality • Brand Credibility • Brand Consideration • Brand Superiority Source: Keller (2008)
- 25. BRAND RESONANCE • Loyalty • Attachment • Community • Engagement Source: Keller (2008)
- 26. BRAND IDENTITY
- 27. BRAND IDENTITY
- 28. PERSONALITY OF TATE MODERN • Different brand gains personality, when it communicates, it gradually builds up certain and distinguished characters. These characters actually show, what kind of person it could be if it would be a human. “The human personality of creative, modern and innovative talent”
- 29. COMPETITORS BRAND ANALYSIS British Museum- The collection of the world ancient art. Location: Great Russell Street, London Ticket Price: Free Entry The National Gallery - The national collection of Western European painting from the 13th to the 19th centuries. Location: Trafalgar Square, London Ticket Price: Free Entry Royal Academy of Art - An independent institution led by eminent artists and architects whose purpose is to promote the creation, enjoyment and appreciation of the visual arts through exhibitions, education and debate. Location: Piccadilly, London Ticket Price: Free - £10 Source: The guardian, (2010)
- 30. BRAND POSITIONING Modern Art Free Entry Entry Charge Ancient Art
- 31. BRAND STRATEGY SPONSORSHIP
- 32. BRAND STRATEGY • Brand Extension
- 33. MARKETING COMMUNICATION OBJECTIVES • To create recognition and awareness of TATE Modern • To persuade target audience to TATE Modern and put the attitude as the experience of visiting the TATE Modern • To be known as the popular sight seeing place to attract the tourists
- 34. TARGET MARKET -Tourist -UK resident: Family, Kids, teenagers -Whoever have a passion for Art
- 35. RECOMMENDATION • Offering the management of events or exhibition service • Straightening social networking sites • Raising awareness of other performances such as restaurant, workshop • Giving more advantages for being membership
- 36. References • Keller, K. (2008), Strategic Brand Management. 3rd edition. New Jersey: Pearson Education • Kotler P. (1991), Marketing Management. 7th edition. New Jercey: Prentice-Hall, Inc. • Mintel, (2009), Visit Britain. Available at http://www.mintel.com [Accessed: 2 May 2011] • Tate Online, (2011), Tate Modern. Available at http://www.tate.org.uk [Accessed: 1 May 2011] • The Guardian, (2010), British tourist attraction visitors figures: who's up and who's down?. Available at http://www.guardian.co.uk/news/datablog/2011/feb/23/british- tourist-attractions-visitor-figures#data [Accessed: 2 May 2011]