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Sabina Utemisheva, Nastya Orlova, Anya Rybakova
Museum branding
Every iota of your museum—architecture, exhibitions, even the museum store—influences how the public perceives your brand. Branding is a vision of a museum’s personality and purpose long before it is a logo. It is an essential tool in helping employees to adhere to the direction or philosophy of their institution. Brand is a contemporary tool for management.
What is more important for successful branding? First of all, a business plan which includes mission, strategy, projects and timeline. Secondly, exhibitions - the reason your museum exists. The way you display objects reflects your brand. While exhibitions will and should represent a wide range of ideas that your museum wants to address, they must reflect your core values. Volunteers represent branding at its very core. Education Department: Tours and Programs- every tour, lecture and program on your schedule would tie in perfectly with your mission. Museum Store ties-in with your collection and themed exhibitions, giving visitors extra time for reflection and brand reinforcement.The website must reflect your brand in content and design. It must clearly communicate the identity of your collection and how the current exhibition reflects it. What’s more, there are many other components essential for museum branding.
A splendid example of museum branding is Museum of Modern Arts in New York city. The Museum of Modern Art seeks to create a dialogue between the established and the experimental, the past and the present, in an environment that is responsive to the issues of modern and contemporary art.
After the renovation and rebuilding in 2004, it was clearly seen that the identity and brand also needs a fresh breath.
As a result there was developed a new system of different patterns and grids that helped to preserve and carry the spirit of iconic institution.
Chernova Mary
IKEA
My presentation is devoted to “IKEA”. I have divided it into five logical parts.
The first one is dealing with the history of the brand. The audience will learn how within six decades IKEA has grown from a small shop, which was known only in southern Sweden, into a huge chain of retail stores that is famous all over the world.
Then I’ll tell the public about brand equity. It means that there will be given some information about the value of “IKEA” beyond its functional purpose, based on the extent to which it commands brand loyalty. Market share and profits can be greater as a result of the goodwill associated with the brand equity.
My next point is brand positioning which includes pre-emptive, unique product feature and benefit positioning. I will speak about how IKEA brand managers have managed to build such a strong and successful brand, which tangible and intangible attributes it has, and why produced commodities can satisfy customers’ and prospects’ needs and wants.
The forth part of my presentation is dedicated to customer relations. The audience will get knowledge of the process of serving customers in the best way possible in IKEA. Also several examples of goods that are for sale will be shown.
And finally, I will give consideration to some burning ecological issues, such as usage of renewable energy sources, working conditions and others.
In conclusion, I would like to stress that I hope everybody will like my presentation and get a benefit from it. 
Nastya Suenkova
Master Card
MasterCard had its origins in the late 1940s when several U.S. banks started giving their customers specially-issued paper that could be used like cash in local stores. The Franklin National Bank in New York formalized the practice by introducing the first real credit card in 1951.
Back in 1997, MasterCard didn't stand for any one thing. It had run through five different advertising campaigns in ten years and was losing a lot of business.
For MasterCard worked McCann-Erikson advertising agency to develop the highly successful 'Priceless' campaign. The positioning created by 'Priceless' allowed MasterCard to integrate all its other campaigns and marketing practices within the U.S.
MasterCard is an integral part of America’s love affair with sports through the company’s sponsorships, which not only increase brand awareness but also bring the convenience of contactless payment to sports venues across the country.
Through the thousands of financial institutions that issue MasterCard products, the company markets a strong portfolio of credit, debit, and prepaid payment options: Personal credit cards, Personal debit cards — Standard, Gold, and Platinum. Prepaid cards for gifts or personal use.
Success of the brand is built on a solid foundation—namely, our business model as a franchisor, processor and advisor.
Today, MasterCard continues to drive the evolution of payments by promoting new, safer, and more convenient ways to pay, accelerating the displacement of cash and checks, delivering increased value to all of our constituents, and advancing commerce in established and emerging markets worldwide.
Coffee brake
Sofia Simakina