%0 Journal Article
%T Art branding i jego rola w działalności muzeum – na przykładzie Muzeum Uniwersytetu Opolskiego
%A Mazur-Kulesza, Katarzyna
%J Opuscula Musealia
%V Volume 25 (2018)
%R 10.4467/20843852.OM.17.007.9604
%N Volume 25
%P 81-91
%K art branding, marka, Muzeum Uniwersytetu Opolskiego ; art branding, brand, the Museum of the Opole University
%@ 0239-9989
%D 2018
%U https://ejournals.eu/czasopismo/opuscula-musealia/artykul/art-branding-i-jego-rola-w-dzialalnosci-muzeum-na-przykladzie-muzeum-uniwersytetu-opolskiego
%X 
	Art branding and its role in the museum activity. 

	The case of the Museum of the Opole University

	This paper discusses the question of building the awareness and strengthening the positive image of the brand of the Museum of Opole University in the local community. The main goal is to become familiar with the process of evoking in visitors’ minds certain associations and emotions unambiguously identified with a positive image of the brand of the Museum and the University. A separate section has been dedicated to the analysis of the relationship between the historic building of the Collegium Maius, where the Museum is located, and the exhibition space endowed with the proper graphic layout referring to the history and culturally active role of the University. The paper discusses the forms and principles of the cooperation between the Museum and the local society and the academic environment. The Museum of the Opole University has been presented as a space of the exposition of the brand heritage, which is a part of the historical, artistic, scientific, cultural, and business value, in order to enhance its emotional influence and its role in the integration process within the local society.