Creating Brand Identity in Museums, the Troy Museum

Abstract

The Troy Museum was founded in the ancient city of Troy, which is included 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. Troy has Homer, Iliad, Trojan legends, and a history dating back to 4000 B.C. The purpose of the museum is to exhibit and protect the archaeological artifacts unearthed from excavations at the Troy Ruins. The Troy Museum, which was constituted with a contemporary museum understanding, 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 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 for its innovative exhibition approach and structure which combines the past and the present by addressing contemporary issues. Despite the emergence of the coronavirus in 2020 and isolating the whole world, the Troy Museum has become known for crossing the border and showing cultural resistance. The museum, which has a short history, 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 through applications and policies before and during the coronavirus.