Art branding i jego rola w działalności muzeum – na przykładzie Muzeum Uniwersytetu Opolskiego
Art branding and its role in the museum activity. The case of the Museum of the Opole University

Summary/Abstract: 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.

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