• Issues in International Events Management
    objectives include enhancing awareness and build corporate image, reputation mainly including the audience the sponsor products, services and brand awareness. Image building including brand image and corporate public image creation, every sponsorship marketing will have an impact on the brand, the...
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  • Event Sponsorship as a Value Creating Strategy for Brands
    ”, Journal of Sport Management, Vol. 12, pp. 1-19. Gwinner, K.P. and Eaton, J. (1999), “Building brand image through event sponsorship: the role of image transfer”, Journal of Advertising, Vol. XXVIII No. 4, pp. 47-57. Hamel, G. and Prahalad, C.K. (1994), Competing for the Future, Harvard Business...
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  • Corporate Sponship in Event
    effectiveness of brand awareness and image building in the new markets through sponsorship. The initial step of Vodafone setting into the New Zealand mobile telecommunications market was in 1998, and it had dominated 45% of the market until 2003. Sponsorship was an integral component of Vodafone’s...
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  • Mcdonald's Event Marketing
    . It means that impact of brand can be maximized through the big target audience coverage. Further more, the ability of a particular event to deliver a required image by association is also a critically important criterion in the sponsorship selection (Meenaghan, 1983). Olympics stand for positive...
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  • haizzzz
    the event or individual athlete to the sponsor’s corporate or brand image. Other potential benefits relate to how sponsorship communication is processed by consumers. Sponsorship communication may cast a persuasive influence if consumers perceive that marketing through a particular event or...
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  • Sponsorship Proposal Plan
    . Benefits of engaging in event marketing Sponsorship is the material support of an event, it provides a lot of benefits for the supporters such as increasing brand awareness and creating preference to brand loyalty, creative, PR image and media exposure. Skinner (2002) states the benefits of...
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  • Product
    menus. Haagen-Dazs pursued additional approaches to fuel word-of-mouth communication: branded freezers in food retail stores; sponsorship of cultural events; and a relatively low-budget, steamy print-media campaign with the theme The Ultimate Experience in Personal Pleasure. Linking the brand to arts...
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  • Sponsorship Management
    an idea around which to build your communication ‘Chris Weil, Momentum Worldwide Sponsorship is a multi-faceted strategic brand building and marketing tool, which allows a company or brand to associate with a relevant marketing asset (e.g. sport event, social cause, issues or passion), and...
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  • Journal
    accomplish a variety of goals. Brand awareness, sales, and image enhancement are the common reasons for p^irticipating in event December 2 0 0 6 JOUflOBL OfflflUERTISlOGRESEflEICH 4 2 1 ENGAGING THE CONSUMER THROUGH EVENT MARKETING marketing (Gardner and Schuman, 1987; Gross, Traylor, and Shuman...
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  • Sponsorship
    advertising-critical consumer groups. Good perceptual fit between the sport and a sponsor can contribute to brand equity for the sponsor Sponsorship to: • Establish an image in the consumer’s mind • Solidify an existing image • Modify the consumer’s image of the company...
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  • Redbull Case
    possibilities presented. • Finally, the paper provides an examination of Red Bull's use of alternative marketing measures to sponsorship in building and developing its brand through sport, illustrating the variety of means available to companies seeking to build through sport involvement. INTRODUCTION...
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  • Ganassali Casarin Cerchiello
    ), Assessing the effectiveness of sport sponsorships – An empirical examination, Schmalenbach Business Review, vol. 56, n. 2, pp. 119-138. Gwinner, K.P., Eaton, J. (1999), Building brand image through event sponsorship: the role of image transfer, Journal of Advertising, Vol. 28 No.4, . Gwinner K...
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  • Red Bull
    with, according to the meaning transfer theory, it could be argued that through the process of sponsorship Red Bull enhances its positive brand image by associating the brand with the sponsored event. Due to the fact that a brand image is defined as a set of associations, which are organised in...
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  • Formula One
    FORMULA ONE SPONSORSHIPS AS A FACTOR IN ENHANCING BRAND IMAGE AND BRAND AWARENESS FOR GLOBAL COMPANIES ABSTRACT During the last decade, Formula One Grand Prix races have attracted extensive media expo-sure, turning the event into an ideal platform for companies operating in the global market...
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  • Leveraging Sports and Events
    effective sport event leveraging should also incorporate strategies to optimise total trade and revenue from an event. These outcomes are best achieved through the creation of opportunities for host community networking, and building and maintaining strategic alliances among stakeholders in the lead-up...
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  • Ma Events Management
    sponsors sporting events increases its chances of being a household brand to its customers. To gain more from sponsorship events, companies are encouraged to engage their consumers through activations as this will improve their brand image much more than if they rely solely on non-activational...
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  • Sports  Sponsorship  and  Consumer  Purchase  Intention: from  the  Perspective  of  Consumer  Brand  Awareness
    partly because of Jordan. 3.2 Earnings of sports sponsorship From the perspective of the brand, the most obvious advantage of sports sponsorship is that the enterprise effectively enhances corporate image and product brands visibility. Through providing the international Olympic committee (IOC) a...
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  • Social Networking Sites Addiction
    audience The product becomes linked to the film or programme and the ideology/lifestyle inherent in that text. This attracts people to buy into the image through the product. 2. Sponsorship of television programmes. In Britain this was only recently introduced in 1995. Now we see ‘Emmerdale Farm...
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  • How to Plan a Sponsorship Package
    with ESCEM can be a long term, cost effective marketing strategy for any organization directly targeting the audiences identified above. ESCEM must first understand however that sponsors have expectations and objectives that involve increasing product sales, market share and building brand image and...
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  • Sport Marketing Exam Review
    sponsor Goals of the sponsorship programme What can be realistically achieved for the sponsor (brand awareness among a target group, media exposure, increased sales/market share, community involvement/social responsibility, building goodwill) Sponsorship type Event, team/individual, competition...
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