The artification of corporate identity: aesthetic convergences of culture and capital

The purpose of this paper is to critically examine the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying aesthetic, social and cultural standards.

To explore the qualitative research purpose, the theoretical framework is supplemented with in-depth interview data from five European banks.

The findings show that corporate art achieves synergies between culture and capital, internal and external communication and thus offers significant opportunities for innovative marketing communication and identity-building strategies.

The paper provides insights into how the arts interface with branding-related innovations, assisting managers in long-term decisions on value-based branding and identity construction.

Increased arts engagement by corporations creates new synergies between cultural institutions and corporations through partnerships and philanthropic initiatives.

The originality of the paper is twofold. It thematically explores the under-researched field of art in marketing scholarship. From a methodological point of view, the research design is multidisciplinary and thus delineates new avenues for marketing practice and scholarship.