The Influence of Customer Value on Brand Communication: A Case of Art Cluster Brusnitsyn

The study revolves around the creative cluster Brusnitsyn and its brand communication strategy. The purpose of this project paper is to solve the organisation’s problem of the difference in its desired brand image and the brand’s image in the minds of its actual customers, and the subsequent inclarity in how to develop communication strategy. The place’s originalbrand image as a space for parties does not correspond to the existing use of the place for family activities. The visitors of the cluster have been studied via the method of focus group to describe their values in the art art-cluster and discover the intersection with Brusnitsyn's offering. Furthermore, the perspective of the organization’s representatives has been examined through the interview method to understand their view on the quarter’s brand image. This research design enabled the authors to analyse current situation in terms of brand image, desired brand image from the organisation perspective as well as the audience's opinion on it. The findings of the research enabled the authors to reach conclusions about the role of communication strategy in brand perception. Public spaces, especially art clusters, are hard to promote. In general, promotion of such places revolve around events and partnership with other cultural institution. This research provides the insights into the art clusters' promotion, relying on its audience opinion and perception. Recommendations on promotion improvement in a form of content plan as well as brand identity adjustments were provided in the paper. In today's competitive environment, the value of organisation's products or services lies not in the quality or necessity of it, but rather in the way it matches values of it's audience and precisely how it makes them feel about themselves. Key words : customers value, brand image, brand image, brand communication strategy, place brand, art clusters, public spaces Paper type: project paper