Like corporate brands, CEOs, countries, and cities, museums around the world have different levels of reputation in the eyes of consumers. A stronger reputation among museums is associated with the ability to gain more visitors, favorable recommendations, meaningful sponsorships, and overall, support from key stakeholders.
A recent study executed by RSM/Erasmus University and Ri explored the reputation of the 18 most well-known art museums globally. Based on over 12,000 individual responses across 10 countries, the study found that museums have a stellar reputation across the board, ranging from strong to excellent in Ri’s RepTrak Pulse scale. Yet, despite the strong appeal of these important cultural institutions, the study also suggests that museums face unique reputation challenges.
Aware of such challenges, museum leaders joined together for a three-day conference in Navarra, Spain, to discuss new paths in the area of reputation management. Directors from Prado, Guggenheim, Van Gogh, and Hermitage shared their views and stressed that the learnings of Ri’s research further elevated the need to establish proactive reputation strategies.
Cees van Riel, Ri co-founder and Eramus professor, explained in his keynote presentation that museums have to be prepared to solve three key reputation problems in the near future:
1. Increase familiarity, especially if they are new or relatively new to the museum industry.
2. Expand stakeholder targets beyond the traditional elite visitor by embracing the needs of non-experts.
3. Communicate economic value to the cities and communities where they operate.
The study looks at the rank of all other measured museums, as well as their performance across a set of attributes that impact museum reputation. These include the level of attractiveness and distinctiveness of their collection, how innovative they are perceived to be, their commitment to their employees and their positive impact in society, among others.
The museum that benefits from the highest reputation in the world is the iconic and widely recognized Louvre, in Paris.
To access all of our data & insights on museum reputation, and download the complete report presented by Cees van Riel at the Building Museum Reputation Conference in Navarra, click here.
Senior Director of Global Marketing