Museum Branding And Its Impact On Cultural Heritage And Silver Craftsmanship
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Abstract
Undoubtedly, museums play a crucial role in the tourism and cultural industry. With today's world, facing ever more grow- ing rival competition between museums, the leisure industry and due to fund cutbacks museums started to adopt marketing princi- ples for-profit strategies. Most of the museums today to increase the number of visitors started to redefine their role, conduct more engaging activities and have a more consistent marketing cam- paign. This thesis examines the fundamental elements of Branding and Visual Identity within the museum industry. Components like logo, typography, colors, imagery style. With case studies that ex- amine performances of museums with no visual identity and ones with very powerful identities. This study also gives a better under- standing on a specific silver craftsmanship filigree and its develop- ment in Prizren. Furthermore this study sets to find a branding that is suited to bring out key elements of Filigree