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| Author: | Kottasz, Rita. (et al.) |
| Title: | The role of the corporate art collection in corporate identity management: The case of Deutsche bank |
| Journal: | International Journal of Arts Management
2007 : FALL, VOL. 10:1 p. 19-31 |
| Index terms: | art corporate culture corporate image banks case studies Germany |
| Freeterms: | corporate identity management |
| Language: | eng |
| Abstract: | This study presents results from a case study focused on corporate art in Deutsche Bank (hereafter as: DB.) possessing world's largest corporate art collection. It is shown how it has affected their corporate identity, corporate identity management and corporate image. In addition, compared are the generally recognized motives for corporate to purchase art to the motives held in DB. regarding art purchasing. Findings of the study show that some of the motives DB. had were similar to the generally recognized motives of purchasing art. However, the primary role of their vast art collection was to build the firms corporate identity, use the art collection for external marketing communications and for stimulation of the creative imaginations of the employees. |
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