Tradition is the trend of brand management. Awareness of the value of a carefully prepared and presented appealing history has won in recent years increasingly important. Not only the big industries, the so-called global players have come up with their corporate museum created a permanent place your brand heritage and brand culture, and small to medium sized companies recognize in an increasing the possibilities of spatial presentation space for communication and interaction with their own traditions and core brand offers. Companies invest in spatial communication, such as industrial museums, exhibitions and corporate brand worlds.

The motivation and the reason for this entrepreneurial activity is obvious, on the one hand exists in the company an ever more extensive pool of corporate history, was suitable to present themselves, on the other hand offers a museum exhibition and brand world the chance of positioning the brand in our gobal , fast acting world. It is not limited to, the provision for displaying individual exhibits, it’s about the permanent placement of intergenerational processes that have shaped our industry today and everyday culture. In view of the high turnover of company shares and brand names, corporate “Built identity” are museums, so symbols of continuity.

Corporate museums are not only as museums, they are a new building typology, a hybrid between the museum and brand world. Here, the corporate museum is a little different from the “classical museum” in public ownership. One thing they have in common, both preserve the society from the loss of their history and provide space for identity and history. This is not a new development, the latest at the beginning of the industrialization of large corporations have begun to collect art and cultural heritage and to present in foundations and museums. For industrial museums is not just a matter of preserving the history and issue, but rather active and forward-looking work essentially with the own collection, so to speak, to position itself as tradition-conscious businesses and to explore trends.

The term corporate museum refers to the association of the industrial museums to the field of corporate identity. The corporate museum takes in the corporate architecture of an enterprise, often a central, mostly experimental – strategic – function. While public museums reflect the educational mission, are additional aspects, such as research, brand management and brand image building communication is the priority here. Corporate museums are located at the interface between scientific and economic claims. Next to the branding of a company’s corporate museum offer promising new potentials and synergies in a creative business management, between the poles, historians, cultural managers, engineers, up to business managers and marketing experts.

Companies are challenged to act smart and sustainable. Corporate museums offer these forward-looking company the necessary and meaningful place for future transdisciplinary learning and experimental laboratory situation of a forward-looking company. Corporate museums are an integral part of corporate culture. A trend that can be observed recently, are smart museum networks of corporate museums. Industry museums form are thematic, smart and strategic alliances and thus expand its international positioning in the competition gobalen Museums and brands.

GAMBARDELLA C, SIEGEMUND J (2013). Smart communities and local company museums: two new concepts for the Mediterranean Museum System of Design and Applied Arts. In: HERITAGE ARCHITECTURE LANDESIGN focus on CONSERVATION REGENERATION INNOVATION Le vie dei Mercanti _ XI Forum Internazionale di Studi. p. 988-998, Napoli:La scuola di Pitagora editrice, ISBN: 978-88-6542-290-8, Aversa – Capri, 13/15 Giugno).