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论文作者:英语论文网论文属性:课程作业 Coursework登出时间:2014-06-13编辑:hynh1021点击率:11141
论文字数:4832论文编号:org201406131714361428语种:英语 English地区:中国价格:免费论文
关键词:target markettarget audienceLUMA管理目标
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.
Executive summary
“Let your life be in the sunshine of art.” This will be the slogan of the La Trobe University Museum of Art, an integral part of the La Trobe University. Speaking of brands, people often think of companies. Less has been talked about the brand of a museum. With the economic development and improvement in the living standard, the number of people who love art is increasing. However, many museums can not receive numbers of visitors. The reason for that is the lack of the building of a strong brand. With the competition more and more intense, LUMA, an acronym for the La Trobe University Museum of Art needs to build a strong brand to attract more and more people to appreciate art and enjoy culture and civilization so that the museum can really live up to its slogan and promises. The report will cover the brand building, brand awareness, the CBBE model so as to build a strong brand. A brand audit explores the history, origins, associations, products, services and communications of a brand to discover what it stands for from the customer’s point of view. (Bergstrom and Bresnahan, 1996). In the report, a branding strategy for the LUMA will be elaborated after conducting the brand audit- brand inventory and brand exploratory.
Table of contents
8. Reference list.......................................29
Introduction
LUMA is short for La Trobe University Museum of Art. Situated on the Bundoora campus, La Trobe University’s major campus, La Trobe University Museum of Art is engaged in historical and contemporary art debates. It is a creative institution that strives to make significant contributions to contemporary art critical courses, extend the knowledge of Australian artists, work in cross-discipline paradigms and take an active part in important State, National and International cooperative programs. It is emphasized that art and culture are very important respects of the university experiences and that the University should lead the way for the wider community. The Museum also manages the La Trobe University’s Art Collection. The University Art collection was established in 1966 before the first buildings were set up in Bundoora. The Art Collection is made up of over two thousand works of art and one of the most important University collections in Australia which shows the development of the country’s art since the mid 1960s. Important works of ar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。