CORPORATE MUSEUM AS A STRATEGIC CULTURAL ASSET TO STRENGTHEN THE Brazil BRAND

Abstract

Objective: Extend the existing knowledge about corporate museums as an important cultural asset in promoting the place brand. Method: Qualitative, with an exploratory approach and application of thematic analysis techniques. Peculiarity: Arouses attention to the fact that the corporate museum does not only belong to the company, but also to the city, region, and country where it is located, being able to attract tourists and investors, besides fostering a sense of belonging among local residents. Results: Overview of the location of corporate museums in Brazil, including the main characteristics and similarities with memory centers. Proposals for future research. Theoretical contribution: Presents an explanatory and theoretical model of how the place can use the corporate museum to boost its brand.