Rebranding the Guggenheim Recommendation Section Essay

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Rebranding the GuggenheimIntroductionRebranding is a process whereby an organization seeks to alter the public perception of its brand. It may involve changing the brand entirely, or it may be more subtle than that – a shift in perception but maintaining the same brand. The latter tactic fits better with an organization that has high brand recognition but needs to reposition the brand a bit. The Guggenheim is a name known worldwide, but it is underperforming in the sense of not drawing as many visitors as most of the other high-profile museums.In order to effectively rebrand the Guggenheim, first it is required to take into account the strengths and weaknesses of the current branding. Then, an analysis of the external environment will allow the Guggenheim to develop an objective that the new branding can achieve. Equipped with a vision for where the brand needs to be in the 21st century, the process of rebranding can begin. Key will be to identify which traits of the brand should be removed, and what should replace them in order to convey the desired new branding.

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Against This Backdrop…Against this backdrop, rebranding the Guggenheim will require the following steps. The first step is to formalize and codify the brand message. The message forms the basis for…

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…(Arruda, 2016). The main reason for documenting the brand guidelines is that doing so provides the visibility that the internal marketing team and all external stakeholders require to deliver the rebranding consistently across all channels. If there are partners with whom the Guggenheim works especially closely, these should be specifically addressed, so that there is complete alignment with respect to branding and messaging. The new logo, for example, will need to be delivered across multiple channels. All told, rebranding is a tremendous undertaking that requires substantial planning and hard work to execute......

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"Rebranding The Guggenheim Recommendation Section" (2018, January 12) Retrieved May 22, 2025, from
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"Rebranding The Guggenheim Recommendation Section", 12 January 2018, Accessed.22 May. 2025,
https://www.aceyourpaper.com/essays/rebranding-guggenheim-recommendation-section-2177516
   

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