BRAND HISTORYOverview• 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.

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).

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.

PRODUCT RANGE

Free daily guided toursEach tour focuses on highlights from different areas of our

Collection Displays, chosen by our expert guides.45 minutes Free, no booking required

Tours for TwoPhoto © 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

PRODUCT RANGE

Tate Modern Schools Programmed At the centre of Tate’s schools programmed are

artists, their practice and the gallery space

Tate BoatA 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.

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.

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

The culture visitor attraction place in UK

MARKET SITUATION

• 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

TATE MODERN MARKETING

• 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

TATE'S STRATEGY TO 2012

BRAND ANALYSISBRAND ANALYSIS

WHAT’S COME UP TO YOUR MIND?

Millennium bridge

Art gallery

SpiderCool

Creative

London’s tourist attraction

Inspiration

Unilever

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)

BRAND EQUITY

Source: Keller (2008)

LEARN SEE

HEARFEEL

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)

BRAND EQUITY

• Those factors build become a strong brand

Source: Keller (2008)

BRAND EQUITY

• Customer-based brand equity

Source: Keller (2008)

BRAND SALIENCE

BRAND IMAGERY

Artistic Fun

Creative

Inspiring

Intelligent

Relaxing

ModernFreedom

BRAND PERFORMANCE

BRAND PERFORMANCE

BRAND PERFORMANCE

BRAND FEELINGS

• gives you a feeling of...

Happy

Fun

Excited

InspiredIntelligent

ArtisticYoung

Curious

Freedom

BRAND JUDGMENT

• Brand Quality

• Brand Credibility

• Brand Consideration

• Brand Superiority

Source: Keller (2008)

BRAND RESONANCE

• Loyalty

• Attachment

• Community

• Engagement

Source: Keller (2008)

BRAND IDENTITY

BRAND IDENTITY

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”

COMPETITORS BRAND ANALYSIS

British Museum- The collection of the world ancient art.Location: Great Russell Street, LondonTicket Price: Free Entry

The National Gallery - The national collection of Western European painting from the 13th to the 19th centuries. Location: Trafalgar Square, LondonTicket 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, LondonTicket Price: Free - £10

Source: The guardian, (2010)

BRAND POSITIONING

Free Entry Entry Charge

Modern Art

Ancient Art

BRAND STRATEGY

SPONSORSHIP

• Brand Extension

BRAND STRATEGY

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

TARGET MARKET

-Tourist

-UK resident: Family, Kids, teenagers

-Whoever have a passion for Art

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

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]