Komparace brandingu galerie Rudolfinum a Centra současného umění DOX

The bachelor's thesis addresses the approach to branding in the cultural sector, focusing specifically on the kunsthalle area. The aim of this work is to analyze, describe and as a conclusion compare how two selected institutions of a related type approach their branding. The theoretical part provides an insight into the field of brands, branding and the museum branding, including its specifics and elements, within which significant attention is paid to, for example, visual style and individual touchpoints. With regard to the findings in the theoretical part and using the method of qualitative research combined with the analysis of secondary data, case studies of the Center for Contemporary Art DOX and Galerie Rudolfinum are created. Through their comparison the main observations are summarized, with an emphasis on capturing the differences to demonstrate the various solutions. Both case studies can be considered as illustrative examples of positive approaches to the management of Kunsthalle branding and related types of institutions, in the area of which the researched institutions can serve as a quality source of inspiration.