Rebranding and Communication of Musical Institutions: the case study of the “Vecchi – Tonelli” Music Conservatory of Modena and Carpi

This thesis examines rebranding strategies in music conservatories, with a specific focus on the “Orazio Vecchi – Antonio Tonelli” Conservatory of Modena and Carpi. In the rapidly changing landscape of higher music education, institutions must balance the preservation of cultural heritage with the adoption of innovative communication practices, digital tools, and international outreach. Rebranding therefore emerges as a strategic response to the challenges of globalization, student mobility, and the evolving expectations of stakeholders. The research adopts a qualitative case study methodology, combining document analysis of the Conservatory’s rebranding project with a semi-structured interview with its Director, Professor Giuseppe Fausto Modugno. This approach makes it possible to explore both the strategic design of the initiative and the leadership’s vision regarding identity renewal, inclusivity, and internationalisation. The analysis identifies three main dimensions of the Conservatory’s rebranding strategy: the creation of a multilingual website as a digital showcase of programmes and events; the development of an integrated social media strategy to strengthen visibility and engagement; and the reform of institutional communication towards more accessible, user-friendly, and inclusive language. Findings highlight that the rebranding is not a cosmetic exercise but a cultural transformation that aims to enhance global positioning, foster participatory belonging among students and staff, and align the Conservatory’s identity with contemporary cultural dynamics. By linking theoretical frameworks on cultural branding, institutional communication, and stakeholder engagement with the concrete case of the Vecchi–Tonelli Conservatory, the thesis contributes to the limited literature on Italian music institutions. It demonstrates how rebranding can serve as a strategic lever for renewal, enabling conservatories to preserve their artistic heritage while embracing digital transformation, intercultural dialogue, and the opportunities of a globalised educational landscape.