INTRODUCTION

In recent years, reputation and intangible asset management have become key issues in museum value creation and strategic management.

The University of Navarra, the Museo del Prado and Corporate Excellence - Centre for Reputation Leadership are organizing a joint conference to reflect on the internal and external factors that shape museum reputation.

This is the first conference of its kind to bring together academic and professional experts to share their knowledge and experience of one of the most significant issues now affecting museum strategy.

> AUDIENCES

This conference is aimed at museum managing directors, administrators and communication managers, as well as companies and institutions interested in museum sponsorship and its return on corporate reputation.

> OBJECTIVES

1. To reflect on the reputation and intangible asset management carried out by museum management boards to ensure their museums are distinctive and relevant institutions that make a social and cultural mark.

2. To discover the keys aspects of reputation that enhance museum credibility based on project quality and quality as perceived by stakeholders.

3. To build relationships with peers across the sector, to forge alliances and foster networking.

4. To learn more about best practices to enhance museum projects and relationships with strategic stakeholders.