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摘要：All in all, a brand plays a very important role in the marketing strategy for companies. LUMA should manage to build a strong brand through brand identity, brand meaning and so on. Through building a strong brand, the La Trobe University can make the LUMA a leading brand at home and even internationally so that the museum can really help make art an integral part of the university community.

S4: the museum has a up-and-coming culture, they pursue the better product and better services.
It has many subsidiaries in many cities and it can spread to many more places.
Their marketing experience is very rich which can help them make a more accurate marketing evaluation
The expansion of product portfolio and expand the brand image. ST
Use its brand effect to defeat its competitors, establish good corporate image and trade credit.
Produce low cost but high quality product
Have rapid response to the ever-changing market
Weaknesses
W: the resources are limited like faculties and art collections.
WO
Reinforce the museum’s management, cultivate talents in its major competitive technology.
Find reliable cooperators and keep a good relationship.
WT
Make changes when the environment is changed
Use its superb service and high quality of product to attract visitors.
Conduct brand audit frequently and take appropriate measures to maintain the brand image.
Marketing plan according to the SWOT Analysis:
1: Adjust its marketing plan frequently: to promote its strength, keep the loyal consumers and attract other consumers. Focus attention on its strength and opportunities, minimize the threats.
2: Keep a track of the demographic and economic trend, find new marketing opportunities and keep pace with the market change.
3: now the museum has many opportunities, it can take advantage of them to eliminate or minimize the threats .Improve the production capacity and sale ability. Exhibit new works and open up new markets.

4: make full use of its available source and develop a sustained competitive strength, make sure more programs and campaigns are designed regularly.

Conclusion

All in all, a brand plays a very important role in the marketing strategy for companies. LUMA should manage to build a strong brand through brand identity, brand meaning and so on. Through building a strong brand, the La Trobe University can make the LUMA a leading brand at home and even internationally so that the museum can really help make art an integral part of the university community.

References
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2. Margot A. Wallacep2007 Museum branding: how to create and maintain image, loyalty, and support
3. Malcolm Gladwell,2004, Blink: The Power of Thinking Without Thinking, P14
4. E. Jerome McCarthy (1975)”Basic Marketing: A Managerial Approach," fifth edition, Richard D. Irwin, Inc., p.37.
5. Thorndike, E.L. (1998). A constant error on psychological rating. Journal of Applied Psychology, IV, Vol 7
6. Lunch Lesson Four - Customer service’. BBC News. October 3, 2003. Retrieved 2010-08-25.
7. Mardikian, 1995, Reference services review, p44
8. Mark Bills, 2009. A Guide for Managers/Supervisors and Employees, Vol 2.
9. Gladwell, Kiely, M., and M. Halliday. 2007 “Values: New Brand for the Millennium.” Vol. 16, no 3 (March).