Text in Label in Master page is not changed when updated from content page

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VB

I have a label in the master page

<asp:Label ID="lblLogName" runat="server">

I have created a public property

Public Property LoginName As String
Get
Return lblLogName.Text
End Get

Set(ByVal value As String)
lblLogName.Text = value
End Set
End Property

I have written the page directive in the content page

<%@ MasterType VirtualPath="~/Site.Master/>

But the following code does not change the label text. Pls Help

Master.LoginName = LabelName.Text