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t were held by well-known artists such as Rick Amor, Brook Andrew, Charles Blackman, Mike Brown. Many of works of art in the University Art Collection are exhibited on the metropolitan and regional campuses of La Trobe University. In addition, Works of art are also lent to state and regional public galleries for some specific purposes. The Art Collection is also important for the art researchers to conduct art researches. With a series of significant projects held to improve the brand awareness, the La Trobe University Museum of Art has become a famous brand at home and abroad. However, with the establishment of other museums near to it, the La Trobe University Museum of Art has witnessed a decrease in the number of its visitors. In order to make it a leading brand nationally and internationally and occupy more market share, the La Trobe University Museum of Art must carry out brand inventory and brand exploratory and holds many Public and Education Programs like Public lectures.

Research methodology:

In terms of the research methods, many of them have been used while trying to achieve my goal. Firstly, I’ve read a lot of books related to brand cultivation and brand management in order to analyze what will be found more successfully depending on these related theories. Besides, in order to get a clear idea about the customers’ needs, wants and demands and have some knowledge of certain experience that is possessed by some successful museums engaged in the similar activities and programs, I have visited some major websites at home and abroad and conducted a survey of the university community and other communities and investigation into the target market. Finally, methods of analysis and synthesis, contrast and comparison have been adopted in an effort to elaborate an effective and successful report for the La Trobe University Museum of Art.

Branding strategy for LUMA

A brand is the identity of a certain product or service. It includes a name, logo, symbol and so on. When a museum claims a distinct identity from which it builds a supporter loyalty, it has a brand. (Wallace, 2009 ) LUMA, the acronym for the La Trobe University Museum of Art is a brand with its name, slogan, sign and symbols.A brand image is the identities a person associates with a brand product or service and how some brand owner wants the consumer to perceive the brand. In the minds of the audience, the La Trobe University Museum of Art is a creative organization. It is actively engaged in historical and contemporary art debates and has made a significant contribution to contemporary art critical fields and makes more works of art available to artists and the art lovers. It has many art collections which contribute a lot to the studies and researches in art circles. Trough the exhibitions and education and public programs, the museum has provided the university community and other communities with the great opportunity to appreciate these authenticable works of art. It also founded an important centre of research, teaching, discussion and dialogue which makes a big difference in the researches and development of art. Sculpture Park managed by LUMA owns various sculpture collections including works from every decade since the University was founded in the mid 1960s and reflects key movements and trends in sculpture throughout this period. Besides, the museum hold本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。