Creating Brand Identity in Museums: The Troy Museum

Conference: The Asian Conference on Cultural Studies (ACCS2022)
Title: Creating Brand Identity in Museums: The Troy Museum
Stream: Cultural Studies
Presentation Type: Live-Stream Presentation
Tugba Batuhan, Mardin Artuklu University, Turkey


The Troy Museum was founded in the ancient city of Troy, which is on the UNESCO world heritage list. For the establishment of the museum, the National Architectural Project Competition was held in 2011 and the foundations of the museum were laid with the project of the winning team in 2013. 2018 was declared the Year of Troy by the Çanakkale Governorship and the Ministry of Culture and Tourism, thus the Troy Museum was opened in the same year. The purpose of the museum is to exhibit and protect the archaeological artifacts unearthed as a result of excavations at the Troy Ruins. TheTroy Museum, which was constituted with a contemporary museum understanding, it has become a successful museum by increasing its recognition throughout Turkey. The Troy Museum has carried its national recognition to the international arena as well. The Troy Museum for its innovative exhibition approach and its structure combining the past and the present by addressing contemporary issues received the 2020/2021 European Museum Academy (EMA) Special Mention Award and won the European Museum of the Year Awards (EMYA) special commendation in 2020. Despite the emergence of the coronavirus in 2020, the Troy Museum has become known by crossing the border and showing cultural resistance. The museum was founded in the recent past and has become a brand by achieving a lot in a short time. This study will focus on how the Troy Museum increased its prestige in all circumstances by applications and policies before and during the coronavirus.

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