The Korean art museums have been growing in quantity continuously, but they are showing lower satisfaction than other cultural and artistic events due to the decrease in viewing rate. It is necessary to meet the needs and wants of diverse visitors, to secure visitors and to improve satisfaction through differentiated and expanded service, and to have detailed and effective marketing strategies from the Spectating Satisfaction. This study presented the brand strategy of art museum as a marketing strategy of art museum. For this purpose, the brand equity factors of art museums were identified and the effects of each factor on brand attitude and visitor satisfaction were examined. he results of the study showed that the brand equity factors of art museums consisted of four factors: brand awareness, brand value, perceived quality, and brand association image. The result of analyzing the relationship between brand equity, visitor satisfaction and brand attitude showed that the rest of the factors except brand recognition affected the visitor satisfaction, and perceived quality did not affect the brand attitude. Also, the visitors Spectating Satisfaction was found to affect the brand attitude. Through this empirical analysis, it was confirmed that the brand equity of the art museum had an effect on the Spectating Satisfaction and brand attitude, and it was confirmed that the Spectating Satisfaction had an effect on the brand attitude formation. Therefore, this study is meaningful in that it presented brand equity of art museums from the Spectating Satisfaction and empirically confirmed them.