ФОРМИРОВАНИЕ ИМИДЖА СОВРЕМЕННОГО МУЗЕЯ (НА ПРИМЕРЕ ГОСУДАРСТВЕННОГО ХУДОЖЕСТВЕННОГО МУЗЕЯ АЛТАЙСКОГО КРАЯ)

Abstract

The formation and development of a positive image of a museum institution in modern socio-cultural conditions is a key aspect of the museum's development strategy. Using the example of the State Art Museum of the Altai Krai (SAMAK), the experience of forming and strengthening the positive image of a museum institution is considered. The authors identify current trends in the formation of the image of a modern museum, present the stages of its formation, such as: identification of the image of the museum; positioning of the museum, highlighting its strengths, from the point of view of the requirements of target groups; development, adoption of the project and implementation of an advertising strategy to create an informed image. The article discusses modern ways of promoting the image of the SAMAK: PR, advertising, mythodesign, branding. According to the authors, one of the effective tools for creating a positive image of the museum is the development and implementation of innovative projects. The paper describes the innovative project "Painting Aromatherapy", which involves the creation of perfumes for paintings by famous artists. The presentation of perfumes for paintings will become a new trend for the Museum, which will attract visitors and perceive the museum's exhibition space in a new way, will contribute to the successful promotion of the image at the regional level, contribute to the formation of a competitive identity of the institution, and ensure the effective development of the museum in the external environment.