Experience Economy in the System of Culture and Education

Abstract

In new market reality the economy of impressions in which the new level of interaction between brands and target audiences is formed is gaining particular importance. In these conditions the company in a service sector, including higher educational institutions, becomes the supplier of "impressions". The economy of impressions includes methods and tools of art collaboration in which active part is taken by various brands.

At the present stage cooperation of education institutions with art and culture industries is becoming one of the effective mechanisms of educational brand promotion, increase of consumer loyalty, creation of competitive superiority in the market.

The article considers cooperation between such brands as Russian State Hydrometeorological University (RSHU) and the Russian Museum within the framework of Virtual Museum project.

Keywords: economy of impressions, brand, consumer loyalty, cooperation, university, RSHU, the Russian Museum, St. Petersburg