REBRANDING AS A CONSEQUENCE OF TRANSFORMATION AND DEVELOPMENT OF MUSEUMS AND MUSEUM-TYPE INSTITUTIONS IN RUSSIA ON THE EXAMPLE OF THE PUSHKIN STATE MUSEUM OF FINE ARTS

The role of rebranding as an effective tool for the development and transformation of Russian museums is analyzed, the role and importance of a strong museum brand is determined, strategies and models for effective rebranding in museums and museum-type institutions are considered, prerequisites for museum rebranding are studied, and key features of museum rebranding are highlighted. An important part of the work is also the consideration of the rebranding of the Pushkin State Museum of Fine Arts as an actual example of a large-scale rebranding of a major Russian museum. The analysis examines in detail both the visual and ideological changes introduced in connection with the complete renewal of the Pushkin Museum's brand and branding strategy. Based on the conducted research, the article formulates a number of recommendations and suggests a universal algorithm for rebranding in Russian art museums at the present stage.