Derivatives and institutions. Resources and image. The example of Paris city council

Tuesday, January 22nd: 04:45-05:30 p.m., Arcole room

Derivatives and institutions. Resources and image. The example of Paris city council

 

Cultural institutions also face emerging challenges: image, awareness, additional income. Cultural institutions are now seeking effective business models to publicise themselves, assert an identity, win loyalty, make visitors the museum’s ambassadors.

Therefore, some cultural institutions are innovating with the implementation of a sub-licensed derivatives strategy to increase their visibility beyond the museum shop. Paris city council is the first public institution to have initiated such an approach and is capitalising on its intangible heritage through its brands. What are the purposes of the operation? How does one protect the brand for commercial use? What are the stages of a successful licensing strategy?

The APIE (National Intangible Heritage Agency) is also considering these questions, because its purpose is to help public institutions to capitalise on unexploited resources by providing advice on marketing and branding.