Posicionamento e Comunicação da Marca Masc (Museu de Arte de Santa Catarina)

Abstract

This article discusses the positioning, communication, and public perception of the MASC brand - Santa Catarina Art Museum. This is justified by the artistic and cultural relevance of the Santa Catarina museum, also as a state reference in the national group of art museums, along with popular institutions such as the São Paulo Art Museum, MASP, and Rio de Janeiro, MAM. In the study, we sought digital data and online information about the MASC museum and its repercussion in news outlets and websites of cultural and tourism activities or businesses. A field survey was conducted, with a questionnaire answered by 45 people, and a theoretical and bibliographical review of brands and museums. The main conclusions of the study are: MASC is a social, non-profit brand with little tourist appeal; the museum is dedicated to artistic events and activities, with sociocultural and pedagogical activities; it is to establish a protocol for the relationship between cultural or news media and the museum's activities; The museum is respected and defended by a significant group of people, who are dissatisfied with the low influence of the MASC brand on the population of Santa Catarina and tourism.