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Cees van Riel, vice-president of the Reputation Institute and academic at the Rotterdam School of Management, presented a study on the most reputable art museums in the world. The meeting was organized by the University and Corporate Excellence, a think tank promoted by some major Spanish companies, and was held on February 6 at the Prado Museum's board of trustees hall, the host of the event.

A total of 40 representatives from Spanish museums such as the Museo Nacional del Prado, the Reina Sofía art center, the MNAC in Barcelona, the Bellas Artes in Bilbao and the Thyssen, Sorolla and Lázaro Galdiano museums, among others, as well as executives from sponsoring entities such as Axa, Caixabank, Iberdrola, Samsung and Telefónica, participated in the workshop . During the workshop, also intervened the Vice President of Communication, Juan Manuel Mora; the director general of the University Museum, Jaime García del Barrio; and the director of the AXA Foundation, Josep Alfonso Caro.

The research Why people love art museums, conducted among visitors and non-visitors to museums in ten countries, sample that the reputation of these centers reaches 79 points on a scale of 100, compared to 64 for companies. As a result, van Riel invited companies to unite their brand with that of museums, seeking formulas for partnership that are mutually beneficial. He also highlighted the place of the Louvre and the Van Gogh Museum on the world reputation podium according to report.

From a business perspective, the director of the AXA Foundation, Josep Alfonso Caro, who has been collaborating with the Museo del Prado for more than twenty years, stressed the need for joint efforts between sponsors and cultural institutions in order to achieve common goals.

Juan Manuel Mora, Vice President of the University, highlighted the changes that occur in the governance and communication of non-profit organizations when the value of reputation is taken into account. "The management of reputation allows to govern in a more ambitious way, adding intangible objectives to the economic ones". In addition, it invites to undertake "a strategic communication, which adds value to the institution and introduces the need to carry out a solid work , which basically consists of doing things well and telling things well," he stressed.

A new line of dialogue

With this meeting, the University of Navarra and Corporate Excellence intend to launch a series of meetings dedicated to the reputation of museums. After several years of work in the field of reputation, and in particular the reputation of universities, this new initiative aims to share reflections and experiences on the management of intangibles in the artistic and cultural sector.