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s, slogan and its product. Namely, the museum must build a strong brand. 

The role of brand
A brand helps a company establish a long-term relationship with the intended customers. Customers have special emotions and feelings, preferences for a brand or a company. The emotions and feelings, preferences for the brand make customers choose the brand without thinking. Customers can help spread the brand under the help of the brand because they have stored positive image memories of the brand and are willing to talk about them. In short, the actual customers have become its loyal consumers and will make many other potential customers the loyal ones through word-mouth. 
Four P’s (McCarthy 1975):
A prominent marketer, E. Jerome McCarthy, proposed a The Marketing Theory of 4Ps in 1960, which is the simplification of the marketing mix and is explained in most marketing textbooks and classes:

Product - A tangible object or an intangible service. Businesses should produce the products that are in great demand or in great popularity. With the improvement in the living standard of the public, there are more and more people who visit museums and do art researches. It is better for Museums to offer unique exhibitions which can attract people to have a visit. A museum should sort its product into categories according to different themes and features.  A brand must have a unique name which customers can be remembered and recognized with ease. It’s common for a museum to make the name of the museum the name of its brand. The La Trobe University Museum of Art chooses LUMA as its brand name. 

LOGO and slogan Overview
Art is very important for a person to develop his personality, know more about human civilization and culture. By learning more about cultures and civilization, we can know about the past of human race and ourselves. 
Logo
 
SLOGAN
 
These are a visual identity of LUMA, which is the key element of LUMA.
Brand extension or brand leveraging
Brand extension is to promote the products that are not famous depending on the positive image of the famous brands. According to Edward L. Thorndike, the first person to support the halo effect through empirical researches, (Edward L. Thorndike, 1920) a person tends to get a general judgement of a person from one trait or aspect of the person especially when there is not enough information on the person. This is also applicable in business circles. If customers are satisfied with a brand in a certain company, they will think all the brands of high quality. In LUMA, there is the Art Collection that shows the movements and trends of the Australian art since the 1960s. The Collection is unique and will be built a strong brand identity of the museum. Therefore, the museum should take great opportunity to extend its other brands. For example, the museum can promote the sculpture park managed by it with the good judgements and impressions the Art Collection has made on visitors. 
Place –where a product can be marketed or sold. According to the theory as to what should be considered in indentifying the place where a museum is set up, the location should have a lot of advantages over other places. Bundoora campus is the major campus of the La Trobe University where the majority of the university st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。