Branding Indigeneity: Corporate Patronage of the Arts

Abstract

Although corporate giving is an important source of support for initiatives related to indigenous cultures, it is less clear how companies gain advantages from patronage. This paper develops the concept of branding indigeneity to describe how companies benefit from philanthropy and sponsorships related to indigenous cultures. More specifically, I argue that corporate patronage related to indigenous cultures is a practice through which companies shape perceptions that they respect and value indigenous peoples. I draw on the case of corporate patronage at the National Museum of the American Indian (NMAI) to empirically illustrate branding indigeneity in the United States.