Brands are an effective concept in the cultural sector, but they are still viewed with suspicion and often implemented unprofessionally. A brand audit for cultural institutions can help to sustainably improve the professionalism of brand management in these institutions, making them more successful in attracting visitors. This book presents, in addition to the fundamentals of brand management in the cultural sector and brand audits, the tool MAK. This tool comprehensively assesses the brand of a cultural institution using 83 indicators. The book describes the underlying brand model (including 15 best practices) as well as all the necessary steps for the practical implementation of the MAK. The presentation of the methodological quality of the MAK and a shortened approach for self-evaluating one's own brand complete the book.