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in the customers’ minds. The brand meaning helps customers understand what the brand is about and what it stands for. The brand meaning consists of two major kinds of brand associations which are in the minds of the customers. They are related performance and imagery. A museum, in order to build strong brand, must establish the brand meaning. The La Trobe University Museum of Art should build the brand meaning. Works of art are offered in the museum to make them get into the university community and other communities; therefore, the brand meaning can be the art integration into the university experience and art development among the public. Because the Art Collection of the museum represents the movements and trends in Australian arts since the mid-60s of the 20th century, the art evolutions, movements and trends should be regarded as the brand meaning. 
C. The third step is to have a good knowledge of the actual customer responses to the brand identity and brand meaning. Through the brand identity and the establishment of the brand meaning, the La Trobe University Museum of Art receives positive responses from the proper visitors.
D. The final step is to use brand response to create an active loyalty relationship between customers and brand. Since customers have good perceptions of the museum brand, the museum should continue to meet the customers’ needs in order to maintain the customers’ loyalty and establish a long-term relationship between the museum and customers. Buyers make split-second decisions based on stored memories, images and feelings—which is what a brand is all about. A strong brand means a strong two-second impression, no matter what you’re selling.(Gladwell,2007) 
Limitations
For lack of resources including tour guides and faculties who give public lectures, the museum can’t meet every person’s needs. Even so, it is strongly believed that all the programs and strategy mentioned above will make the brand museum have higher brand equity, which can better serve the students, staffs, researchers and so on. All in all, with the increase in the brand equity, the museum can make it a leading brand at home and abroad.
Recommendations 
There are many museums but only few are famous. What needs to be done to make a museum well-known is build a strong brand and manage the brand like you are managing a company product. SWOT Analysis

External factor
 
Internal factor
Opportunities
O1：now the market demand is high and client base is growing .
O2: the museum is based on other museums and cooperates with other researchers and museums very well. 
O3: The works of art at the museum can spread to more countries and improve its market share. Threats
T1：People prefer national museums and turn to movies and other entertainments.
T2: the negotiation ability of the clients and suppliers had improved.
T3: there are more and more competitors. 
Strengths
S1：  the museum has a very good reputation and large capital support
The museum has a widely accepted leading position in the market
 S2:the museum is a well-known which has a quite soundly information management system and has a large number of loyal client base.
S3: Employees there are quite qualified, they master the technology of the field and they are diligent, modest 
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