Regional Museum Branding / The Future of Museums in Rapidly Changing Communities In an increasingly competitive cultural landscape, regional museums must craft strong, authentic brands to engage local communities and attract wider audiences. This session explores effective strategies for defining and communicating a compelling brand identity, balancing heritage with innovation, and leveraging digital tools to enhance visibility. Museum branding and marketing experts will share case studies, best practices, and actionable insights to help regional institutions differentiate themselves while staying true to their mission. Attendees will leave with practical approaches to storytelling, audience engagement, and partnerships that elevate their museum’s presence and impact. ——————– November 13, 2025 2:00 – 4:00 PM (Dubai time) ICR – Session C-22 Regional Museum Branding / The Future of Museums in Rapidly Changing Communities Dubai World Trade Centre, Dubai, UAE Room: Ras Al Khaimah Eddie LAI – Using exhibitions as a mechanism to sew up the relationship between local people and land: the activism of local art museum.  Hosan Kim – The Bojewon Code: Unlocking History in the Digital Age  Mohammed Al Yousuf – Branding Heritage: How Msheireb Museums Connect Local Identity with Global Conversations  Huihua Jian – Rebranding a Local Museum through Narrative and Collaboration: The Case of the Taichung Fiber Arts Museum  Juliane Camara – The new identity of the Museu do Diamante as a bridge to a changing community  Lei HUANG – Branding Regional Museums in the Digital Age: A Case Study of Hunan Museum in China Athina Pavlidou – Rebranding Memory: The Strategic Transformation of the Museum of the Macedonian Struggle and the Modern History of Macedonia Foundation