Corporate museums: storytelling, identity, and brand positioning

Fabio Severino analyzes the communicative strategies of corporate museums in Italy, tracing their evolution since the 2007 publication 'Heritage Marketing'. These museums serve as distinctive tools for storytelling, brand positioning, and deepening customer loyalty. Severino identifies three typologies: product-focused (celebratory), social role-focused (legitimizing), and art-focused (philanthropic). Examples include Ferrari, Campari, Lamborghini, Pagani, Ducati, Ferragamo, Armani, Prada, Louis Vuitton, and Juventus. While fashion museums often start from historical archives, automotive and beverage museums emphasize entrepreneurial action in society. Philanthropic museums like Fondazione Prada and Fondation Louis Vuitton avoid direct brand promotion. Digital tools are underused, as visitors seek materiality. The ultimate goal remains distinct positioning, with audiences driven by emotional affiliation and the desire for unique identity.