The Bachelor thesis focuses on the brand and the branding process, especially in the area of museums on the example of the State Tretyakov Gallery. The thesis aims to evaluate rebranding in the given stage of its development and to analyze the current visual identity, activities related to rebranding and the way of presentation of the gallery. The theoretical section is focused on the brand, its characteristic features and the process of its creation. The process is further explored in connectio... show full abstractThe Bachelor thesis focuses on the brand and the branding process, especially in the area of museums on the example of the State Tretyakov Gallery. The thesis aims to evaluate rebranding in the given stage of its development and to analyze the current visual identity, activities related to rebranding and the way of presentation of the gallery. The theoretical section is focused on the brand, its characteristic features and the process of its creation. The process is further explored in connection with the sphere of museums and galleries. The practical section of this work is specifically focused on the example of the State Tretyakov Gallery in Moscow. Secondary data analysis, quantitative and qualitative research will be used to understand the issue better. Based on the analysis of all data, the work will identify problems in creating and implementing the gallery rebranding process. At the end of the thesis, recommendations for improving the institution's branding are suggested based on the information obtained. |