"Building Brand Image Through Event Sponsorship" Essays and Research Papers

Building Brand Image Through Event Sponsorship

becoming enthusiastic in events according to their interests. Events have occupy our newspapers and television screens as well as much of our free time and enrich our lives (Bowdin et al., 2011). Moreover, events have a substantial contribution to the national economy. In UK, the event industry generates over £36 billion every year, which sustain at least 530,000 full-time jobs (Bladen et al., 2012). Under the trend, the business sector has take events and eventssponsorship into consideration when...

2012 Summer Olympics, Advertising, Brand 2368  Words | 7  Pages

Open Document

Building a Global Brand

CASE D-5 : OSIM ; BUILDING A GLOBAL BRAND OSIM is a multinational company that markets, distributes and franchises a comprehensive range of healthy lifestyle products, which cover four key areas such as health, fitness, hygiene and nutrition. The objective of OSIM is to cultivate in consumer a positive outlook toward life and healthy living through the shopping experience. Brand identity is how the company wants the consumer to perceive their product or their brand. The brand identity of OSIM is...

Advertising, Brand, Brand equity 866  Words | 3  Pages

Open Document

Events Management

Effectiveness of Events Management in the Brand Management Process Events Management refers to the application of project management to the creation and development of festivals, events and conferences. It involves studying the intricacies of the brand, identifying the target audience, conceptualizing the event, planning the logistics and coordinating the technical aspects before the event takes place. Experiential marketing allows customers to engage and interact with brands, products, and services...

Advertising, Brand, Brand equity 1547  Words | 5  Pages

Open Document

Nike: Building a Global Brand

| Nike: Building a Global Brand | MKTG 4082W | | 1. Nike’s brand image, a set of emotions, feelings, and experiences with the brand, developed over time through advertising campaigns and consumer experiences with Nike. The core attributes of Nike’s brand image include high performance, innovation, and aggressiveness. Nike positioned itself as a company that makes products for athletes, by athletes. They tailor their products for serious/winning athletes and also stress their point-of-difference...

Advertising, Air Jordan, Brand 914  Words | 3  Pages

Open Document

Sponsorship as a Marketing Tool

of the event advertisement or promotion, even named as a title sponsor. This phenomenal become very common in event marketing. On the sponsorship hand, they are why would like to sponsor these event and how to get benefit and the overall success in the market after their contribution for the event. Definition of sponsorship The definition of sponsorship is supporting an event, activity or organization by providing money or other resources that is of value to the sponsored event. This is...

Advertising, Caffeine, Energy drink 1439  Words | 4  Pages

Open Document

A Model of Image Creation and Image Transfer in Event Sponsorship

A model of image creation and image transfer in event sponsorship Kevin Gwinner School of Business, East Carolina University, Greenville, North Carolina, U S A Introduction Due to the proliferation of leisure events in today’s society, the awareness and opportunity for corporate event sponsorship is at an all time high. Loosely defined, sponsorship “can be regarded as the provision of assistance either financial or in-kind to an activity [e.g., sport, musical event, festival, fair, or within the...

Advertising, Attitude change, Brand 6458  Words | 19  Pages

Open Document

How Can Events Contribute to Destination Image Enhancement?

Introduction The image of a country or destination is vital to the growth of the nation. By using the right forms of efforts, the destination can be greatly enhanced. Countries used their forte to attract tourists to visit them. While countries with breath-taking scenes, unique cultures or wonders of the world attract their own lovers, others create their very own “scenes” which are called, events. An event is something that happens in a place and time. A successful event not only benefit in...

2008 Summer Olympics, Auto racing, Beijing 1361  Words | 4  Pages

Open Document

Brand Identity

Physique according to him is the basis of the brand. –E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust” •Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” •Culture symbolizes the organization, its country-of-origin and the values it stands for. –E.G. traditional brands like balsara, dabur and zandu. Relationship is the handshake between consumer and the organisation. –E.G. the...

Adidas, Advertising, Brand 2140  Words | 7  Pages

Open Document

Osim: Building a Global Brand

Individual Assignment 3 - OSIM: Building a Global Brand 1)What is the meaning of the brand identity of OSIM? Brand identity of OSIM refers to how OSIM wants its consumers and potential consumers to view OSIM and its products. OSIM wants to improve the quality of life of its customers through the use of OSIM's products and view OSIM as a leading global brand. What are the different aspects of this identity? OSIM's brand identity, includes its name, trademark, communications, and visual appearance...

Advertising, Brand, Brand equity 2540  Words | 7  Pages

Open Document

Brand Building

Brand Building What is Brand building? Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy A company’s brand is the primary source of its competitive advantage and is a very valuable strategic asset – David Aaker Brand Equity • When a commodity becomes a brand, it is said...

Advertising, Brand, Brand equity 534  Words | 4  Pages

Open Document

Brand Image - Dasani

talk about the Topic “What is brand image? Choose a brand and develop a strategy to promote that brand”. Our presentation is divided into 3 main parts. I will talk about the first part “What is brand image”, then … will give his/her opinion about the 2nd part “How to build a strong brand image ” and the last part “Develop a strategy to promote a brand” will be presented by…. Now we turn to the first part of our presentation to answer that question: “What is brand image?” According to definition on...

Advertising, Brand, Brand management 1448  Words | 4  Pages

Open Document

Event Sponsorship as a Value Creating Strategy for Brands

Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou University of Patras, Patra, Greece Artemisia Apostolopoulou Robert Morris University, Moon Township, Pennsylvania, USA, and Theofanis Dounis University of Patras, Patras, Greece Abstract Purpose – The present research involves corporations that served as Grand National Sponsors of the Athens 2004 Olympic Games and aims to explore whether a strategic approach was employed in the acquisition and management of...

2004 Summer Olympics, 2008 Summer Olympics, Athens 10161  Words | 29  Pages

Open Document

Event Marketing

Event Marketing Introduction An event may be defined as something happening or repeated occurrence or social gathering with a purpose. Event marketing may be described as ‘the marketing discipline focused on face to face interaction via live events, trade shows and corporate meeting among other events. Event marketing is concerned with designing and developing a live theme based activity (eg: - sporting event, Musical festival) to promote a social cause, a product or an organization Event...

Event planning, Festival, Management 1890  Words | 7  Pages

Open Document

Role of Advertising & Communication in Corporate Image Building

ROLE OF ADVERTISING & COMMUNICATION IN CORPORATE IMAGE BUILDING In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two...

Advertising, Brand, Brand equity 1441  Words | 4  Pages

Open Document

Brand Building Strategy


Brand, Brand equity, Brand management 1830  Words | 6  Pages

Open Document

Literature Review on Brand Awareness

LITERATURE REVIEW Definition of 'Brand Awareness' The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in...

Advertising, Brand, Brand equity 1338  Words | 4  Pages

Open Document

Brand Name and Corporate Image

 Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Robert DeYoung August 04, 2014 Abstract The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which...

Advertising, Brand, Brand management 2476  Words | 10  Pages

Open Document

Branding and brand management: Cadbury

What is a brand? A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them form those of competitors Essentially a marketer's promise is to deliver a specific set of features, benefits and services consistently to the buyers Cadbury's best tasting chocolate constitutes the main ingredient of much of these products including everything from solid blocks to chocolate filled bars...

Brand, Brand architecture, Brand equity 1240  Words | 6  Pages

Open Document

Introduction to Sports Sponsorship

companies are doing their best to reach consumers through their minds and hearts using sponsorships as another way to promote their brands (Heismith, 1994). As defined by Cornwell et al. 2005), ‘’Sponsorships are a growing communication form, and are defined by a sponsor (i.e. a brand or firm) providing cash and/or other compensation in exchange for access to an object’s commercial potential (i.e. exposure and association with the cause, event, organisation or individual related to a sport, cultural...

Advertising, Brand, Brand management 1118  Words | 4  Pages

Open Document

Lenovo: Building a Global Brand

different brand strategies. Lenovo desired to clearly communicate an authentic value proposition for the newly combined resources of their firm. With this, we would recommend a Synergy branding strategy in the short term and a Master Brand approach in the long term. We feel this co-branding approach will further align Lenovo’s brand to their mission of “putting more innovation in the hands of more people so they can do more amazing things” by creating broader consumer appeal and greater brand equity...

Brand, Brand equity, Brand management 1217  Words | 4  Pages

Open Document

Modern Marketing Communication: Building Strong Brands

According to the American Marketing Association (AMA), brand is a name, term, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and differentiate them from those of competitors. As stated in the article of Keller (2009, p. 140) companies having strong brands have improved perceptions of product performance, greater customer loyalty, less vulnerability to competitive marketing actions and marketing crises, lager margins, more...

Advertising, Brand, Brand management 1066  Words | 3  Pages

Open Document

Imc and Brand Building

IMC and brand building In this essay, the integrated marketing communication is discussed. Integrated marketing communicated plays an important part in the brand building process. Brand is the central of the IMC. And an effective IMC can help the business build the positive brand image. After introduce the relationship between IMC and brand building process, Bee&Flower are the example of brand building using IMC and get the great process. The advertising, the international marketing, and the sales...

Advertising, Brand, Brand equity 1294  Words | 4  Pages

Open Document

Harley Davidsen Brand Management Mba Case Study

been their attention to building the Harley-Davidson brand with attention to customer loyalty, specifically with the creation of a brand community of customers – the Harley Owners Group (HOG). Through HOG they have been able to connect with customers at the grass-roots level. Their sponsorship of regional and national HOG events has provided them with one-on-one access to their customers, resulting in strong, favorable, and unique associations for the Harley-Davidson brand. In this case study we...

Brand, Exclusive right, Harley Owners Group 1194  Words | 4  Pages

Open Document

Dove: Evolution of a Brand

Evolution of a Brand Question: Imagine you have oversight of Dove marketing management. How would you answer to the comment that Dove started a conversation with consumer “that they don’t have control of”? Is the brand “out of control”? Is Dove making a “risky bet”? Symptoms: ▪ Unilever was the world’s largest producer but lacked a unified global identity. ▪ Problems of control as Unilever has managed brands in decentralised fashion allowing direction to be set by brand managers in...

Advertising, Brand, Brand management 638  Words | 3  Pages

Open Document

Brand Building and Consumer Decision Making

Brand Building and Consumer Decision Making Case Study: Porsche Company Institution Name Abstract Porsche producing company is an automobile company that started with the production of Porsche vehicles aimed for the wealthy. Similar to other organizations, it understands the customer preferences and that the fundamental aspect for booming product sales includes the following: quality, name, reputation, and the ability to make sales to the target market. To provide a thorough analysis of...

Automobile, Customer service, Decision making 993  Words | 3  Pages

Open Document

The Impact of Alcohol Sponsorship of Sporting Events on Consumption of Alcohol Amongst High School Students: a Research Proposal

determine the effects on the perceptions of alcohol amongst Australian high school students caused by alcohol sponsorship of sporting teams and events. Aims The aims of this research are to determine: • How young Australians perceive alcohol and what effects sport sponsorship has on these perceptions • Attitudes towards alcohol consumption and how these are effected by sport sponsorship Significance While research has been conducted internationally there is no Australian research examining...

Advertising, Advertising regulation, Alcohol 2213  Words | 7  Pages

Open Document

Brand Loyalty

Brand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defined as “the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.” (Business Dictionary, 2012) An expression of brand loyalty from consumers can help companies to experience significant...

Brand, Brand management, Branding 1343  Words | 4  Pages

Open Document

The Worth Of Sport Event Sponsorship A

sport event sponsorship: an event study Jin-Woo Kim The University of Texas at Arlington Abstract The authors investigate the relationship between sports-related event sponsorship and stock market valuation and identify factors that influence the financial rewards of sponsorship using World Cup and PGA tour sponsorship data. In particular, relationship between sports sponsorship with financial performance is examined in terms of sponsorship fit, event characteristics, and brand equity. Event study...

Advertising, Brand, Brand equity 5116  Words | 15  Pages

Open Document

Real Madrid Brand Management

global organization and turned into one of the most well known football clubs in the world by leveraging its brand equity and implementing successful marketing programmes throughout the world. Real Madrid was ranked the richest football club in the world in 2009-10, according to Delloitte Football Club Annual Report with €438.6m in revenue. (Goal.com, 2011) 1) Brand values and positioning Brand awareness For the first 100 years of its story, Real Madrid created a reputation around Europe by winning...

A.C. Milan, Brand, Brand equity 1583  Words | 5  Pages

Open Document

Horlicks Brand Image

INTRODUCTION Holicks a brand was established before 6 decades back in 1960. It is owned by GlaxoSmithKline consumer health care. It’s a malted milk hot drink. It was a substitute of “Milk” as Baby Food It acquired more than 50% market share in India milk beverage market. Initially Horlicks is claimed to promote sleep when consumed at bedtime. In India, It is popularly known as “mother’s Horlicks”. Some Facts •All Horlicks sold in India = 6 times length of Great wall of China •Taller, Stronger...

Brand management, Branding, First-mover advantage 361  Words | 4  Pages

Open Document

Lenovo Building a Global Brand Case Analysis

 Lenovo: Building a Global Brand Case Analysis Case Summary Lenovo, the leading PC (Personal Computer) manufacturer in China, acquired IBM PC division in December 2004 for $1.75 Billion. The acquisition was a marriage of 2 great companies with complementary strengths and the operations effectiveness was expected to benefit both companies. IBM at that stage wanted to shed its PC business and concentrate on the service industry while Lenovo wanted to expand its market presence. Growth of the PC market:...

Computer, Hewlett-Packard, IBM 1089  Words | 4  Pages

Open Document

60s America Through Images

Americans experienced and witnessed many events such as war, civil rights campaigns and protests, assassinations, technological developments and the emergence of a popular culture and counterculture. Photography came to the fore at the start of the 20th century and a huge emphasis was put on the visual to experience culture. The historical developments of the 60s can be seen clearly through the visual culture as they portray the historical events of the time through the medium of imagery. With the growing...

Cold War, Communism, Korean War 5289  Words | 7  Pages

Open Document

Impact of Celebrity to Brand Image

stars of their own light. They are known for the glitz and glamour that are associated to them by the fame they have acquired through various ways. Some are known for being attractive, some for being good in acting or singing or dancing, some for the controversy and some for the charisma they contain. At a certain point in a celebrity’s career, he/she becomes so famous that brands are willing to wrestle just to get them to endorse their product. This is for the reason that, as a marketing strategy, companies...

Advertising, Brand, Brand management 3323  Words | 6  Pages

Open Document

How Can Events Contribute to Destination Image Enhancement

How can events contribute to destination image enhancement? Give example. A destination images is a psychological concept, studied in multitudinous fields, refers to an individual's perception acquired regards to a particular destination. In tourism studies, the term destination image generally refers to tourist based image. Crompton (1979) defined destination images as the summation of ideas, beliefs and impressions that a persona has of a destination. Furthermore, Milman and Pizam (1995) illustrated...

Computer graphics, Event management, Management 1279  Words | 4  Pages

Open Document

building a brand and customer view

 Building a Brand and Customer’s View Ifedayo Abegunde American Intercontinental University Abstract Marketing plan is a way to secure the future of an investment and when there is a lack of strategic planning firms can jeopardize having a successful outcome. This paper reflects on the definition of marketing plan, scenarios of how a good and bad marketing strategy can impact an organization and a movie that failed in the box office due to bad marketing strategy. ...

Advertising, Brand, Brand management 1397  Words | 8  Pages

Open Document

Brand Building

Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management, Asian Institute of Technology, Klong Luang, Pathumthani, Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework...

Advertising, Brand, Brand equity 7605  Words | 22  Pages

Open Document

Australian Gold Brand Analysis

Landscape and Brand Analysis: Australian Gold Background Australian Gold is one of the fastest-growing sun care brands in the United States.2 Owned by New Sunshine LLC it was founded in central Indiana 26 years ago.3 Australian Gold is “sold in more than 50 countries [worldwide and] is recognized by its mascot “Sydney” a koala bear riding the waves on a golden brown surfboard”.5 The company’s headquarters is located in Indiana but they also have a “research and development lab and a manufacturing...

Brand, Brand equity, Brand management 1673  Words | 6  Pages

Open Document

Sports Sponsorship

Sports Sponsorship Research Paper Being an older sister to an extremely athletic teenage boy, I’ve seen it all when it comes to sports apparel. I’ve learned over the years what’s “cool” and “not cool”, and I know I’m not just speaking for my brother when I say that Under Armour is one of the coolest. But what makes Under Armour so cool? Why do so many athletes, young and old, choose Under Armour over the brands they’ve been so loyal to for so many years, like Nike and Adidas? Our generation...

Bob Knight, Lubbock, Texas, Pat Knight 1806  Words | 5  Pages

Open Document

Brand Management

Brand Management : Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes...

Brand, Brand equity, Brand implementation 1374  Words | 4  Pages

Open Document

The Impact of Product Functions, Brand Image, Perceived Risk,

Product Functions, Brand Image, Perceived Risk, and Customer Satisfaction on Brand Loyalty: An Empirical Study of Cosmetic Brands in Taiwan Abstract Keywords: Product Functions, Brand Image, Perceived Risk, Customer Satisfaction. This study aims at investigating the relationships among brand image, perceived risk, customer satisfaction and brand loyalty of laptop users in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effects of brand image and perceived...

Brand, Brand equity, Brand management 1827  Words | 7  Pages

Open Document


 UNILIVER BRAND EQUITY Strategic Brand Management Assignment Student ID: Table of Contents I/ INTRODUCTION 2 II/ Definition of brand equity 2 III/ BUIDING BRAND EQUITY 2 IV/ CUSTOMER BASED BRAND EQUITY 4 V/ BENEFITS OF BRAND EQUITY 5 V / CONCLUSION 6 APPENDICES 7 REFERENCES 10 I/ INTRODUCTION Brand equity is one of the important ideas in brand management, marketing, in business practice or academic research. Improving and properly creating brand equity has been focused problem for most...

Advertising, Brand, Brand equity 2448  Words | 12  Pages

Open Document

Brand Image and Reputation - Essay

Strengths Brand Image and Reputation There are many different factors that have influenced Apple’s brand image and reputation allowing it to be where it is today. Apple is unique in that it not only manufactures computers and electronic devices, but it also creates and engineers the operating system and software the runs on it. Consumers tend to associate Apple with trendy high quality products that are dedicated to innovation, attention to detail, ease of use, and creative thinking. Apple...

Apple Inc., IPhone, IPhone OS 744  Words | 3  Pages

Open Document

Issues in International Events Management

commercial sponsorship behavior increasingly common. According to the internationally sponsored research statistics, in 1998 global sponsorship expenditure of $ 17.4 billion (Quester, Thompson, 2001); 2000 grew to $ 22 billion (Lardinoit, Quester, 2001). In all kinds of sponsorship in sports and arts sponsorship is the main object. Wherein part of sporting events received about 75% to 80%, 10% Art Event portion to 15% (Quester, Thompson, 2001). Why sponsorship of international brand communication...

Advertising, Brand, Brand management 2442  Words | 8  Pages

Open Document

Product, Services and Brand Building Customer Value

result in the ownership of anything. Experiences represent what buying the product or service will do for the customer Chapter 8 - slide 1 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Products, Services, and Brands Building Customer Value Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall AwS/MKT202/NSU Chapter 8 - slide 2 What Is a Product? Levels of product and services Core benefit Actual product Augmented product Product and Service Classifications...

Book publishing companies of the United States, Brand, Brand management 1028  Words | 7  Pages

Open Document

Sports Brands

    | | |  | |A key reason sports brands are so successful is the relationship they have with each of their consumers, or fans. Being a sports fan—and | |loving a team brand—transcends a person’s job, family or social status. “Fans experience pleasure and satisfaction with successful teams,” | |writes Baylor University marketing professor Kirk L. Wakefield...

Brand, Brand architecture, Brand equity 1470  Words | 6  Pages

Open Document

The Future of the Event and Conference Industry

Introduction In this assessment I plan to discuss the future of the event and conference industry, by identifying recent trends and trying to forecast how they will continue into the future. I will look at the topics of the increasing importance of events, the importance of technology when planning these events and conferences and how technology could be helping to shape the future of the industry. I will also look at the event industry in relation to tourism and how the two industries support each...

Entertainment, Event management, Event planning 2193  Words | 6  Pages

Open Document

Brand Personality of Bajaj Pulsar

Introduction: Brand personality is the attribution of human traits and characteristics to the brand name, so as to relate the personality of brand with a prospective customer and thereby increase the brand equity. I have structured my assignment in the following manner: In part one I would define and examine the concept of brand personality and the specific human traits that can be associated with a particular brand. Second part will include the association and evaluation of traits with my...

Advertising, Bajaj Auto, Brand 1946  Words | 6  Pages

Open Document

Lenovo: Building a Global Brand

In 1984, the same year that Compaq introduced a PC that included Intel’s new and more powerful 80386 class of microprocessors, beating IBM to market and Michael Dell began building IBM compatible computers in his college dormitory, Lenovo was form as a shop in a small concrete bungalow in Beijing with a mandate to commercialize the Academy’s research and use the proceeds to further computer science research. Lenovo first original product was the Legend Chinese-character card in 1987, which translated...

2008 Summer Olympics, Brand management, International Olympic Committee 778  Words | 3  Pages

Open Document


SUBJECT - PUBLIC RELATIONS MANAGEMENT CLASS - S.Y. BMS DIVISION - A SEMESTER - IV PROF. INCHARGE - NIKISHA KUKREJA COLLEGE - R.D. NATIONAL COLLEGE YEAR - 2013 - 2014 BRAND AMBASSADOR Nirali koradia is an animal lover through. In addition to being a long-time claws and paws supporter, she founded Bonaparte's Retreat, Tennessee-based dog rescue organization where people in need and animals in need help prepare each other for their next steps in...

Ambassador, Cat, Friendship 906  Words | 6  Pages

Open Document

Samsung: Building a Great Brand

Samsung: Building a Great Brand Presented By: Michael Baccus, Marcial De Castro, Judith Dupin, Monica O’Neil, and José Santillán Marketing Management- MAR 3023-P80 October 5, 2011 Samsung grew its brand equity by 186 percent in just five years from 2000 to 2005. “Brand equity is the value of the brand name, its worth as an asset to the company...

Brand, Brand management, Branding 1043  Words | 7  Pages

Open Document

Europe and Global Brand-building Strategy

annual revenues of $1.1 billion. Its brand of eyeliner, mascara and eye shadow is widely recognized in over 75 countries. Headquarters are in Los Angeles. In the past, Coralius has successfully relied on its country managers to create local advertising and promotion initiatives for its cosmetics. Take one The executive vice president and global marketing officer of Coralius Cosmetics has been approached by a film industry studio with a cosmetic sponsorship offer for a sequel to a blockbuster...

Advertising, Asia, Eastern Europe 754  Words | 4  Pages

Open Document

Creating Brand Equity

creating brand equity Creating brand equity Marketers build brand quality by creating the right brand knowledge structures with the right consumers. Building brand equity 3 sets of brand equity drivers. -Initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols, -product and service and all accompanying marketing activities and supporting marketing programs – way brand is integrated into supporting marketing program -associations indirectly...

Advertising, Brand, Brand architecture 1175  Words | 5  Pages

Open Document

Building Brand Values

frequently refer to 'brand values' as if everyone knows what we mean. It is assumed that there is a general understanding that a brand stands for something and what it stands for must have a value. These values can be critically important or small inconsequential things but above all they are the things which give the brand its worth and differentiate it from all others. Through these brand values a product or service is enhanced beyond its functional purpose. In this context the brand provides the consumer...

Brand, Brand equity, Brand management 960  Words | 3  Pages

Open Document

Building Brand Value and Its Inpact on Customer Marketing

Brand Value & Its Significance to Customer Marketing Abstract A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that many companies include a “statement of value” addendum to their balance sheets to include intangibles such as the value of their brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other...

Brand, Brand equity, Brand management 2020  Words | 6  Pages

Open Document

Red Bull Brand Equity

RED BULL: BUILDING BRAND EQUITY IN NEW WAYS 02-05-2011 Question 1: Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country? Answer: Red Bull has a strong marketing strategy for communicating product value to customers. The strategy for building the brand has been created around a simple goal. Whenever a consumer is in need of energy, the company wants then to automatically think of Red Bull. The brand uses traditional media channels...

Alcoholic beverage, Brand management, Caffeine 1461  Words | 4  Pages

Open Document

Special Event Management

Introduction Special events management refers to the use of project management in organizing, creating and developing activities such as festivals, events, conferences and exhibition. It involves identifying the target audience, identifying the objective of the event and coordinating the technical aspect of the event. In this regard, a special event can be said to be an event that is first class or an extraordinary event in terms of its publicity (Bowdin, Allen, & O'Toole, 2006, p 33). Marketing...

1996 Manchester bombing, City, Commonwealth Games 1940  Words | 6  Pages

Open Document

Building a global cosmetic brand

such as acquisitions. evaluate and assess the international marketing strategy and international marketing decisions and activities. Each student is required to analyse and write a report on the following case study: “L’OREAL – BUILDING A GLOBAL COSMETIC BRAND.” Pages 644- 651 of your main text Ghauri and Cateora text book (2010) Answer all questions 1- 3 on page 650 of your main text Ghauri and Cateora (2010) Q1 – 20% Q2 - 30% Q3(a) – 20% Q3 (b)- 20% (Q3 has a two part question)...

Citation, Evaluation methods, Homework 761  Words | 4  Pages

Open Document


Group 1 Events Management Group members: Gelyn Gudes Charmaine dela Peña Mara Joanne Angeles Rodilyn Bengado Bahan Golda May Descargar Jelie Ruth Villahermosa Daphne Ofilas Aloha Grace Supatan Jerome Carabeo Clejever Cabreros Section: BH802E Submitted by: Mrs. Berodita Prestoza EVENT MANAGEMENT Aims & Scope Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field...

Ceremony, Event management, Event planning 1526  Words | 7  Pages

Open Document

Report on Red Bull brand

ON RED BULL BRAND Yonis A. Ebrahim 201001037 English Communication for Visual Design IV Tutor: Angela Smith School of Visual Design Bahrain Polytechnic 17 April 2013 Table of Contents Introduction The energy drink market started to grow in the past 25 years. Red Bull was the first energy drink that started this kind of business. Throughout the unique branding strategy and extraordinary investment on marketing this brand maintained the...

Brand, Brand equity, Brand management 1228  Words | 5  Pages

Open Document

Havaianas. A Brazilian Brand Goes Global

emerging brands A perspective from… Havaianas’ Afonso Sugiyama The president of Alpargatas USA, the parent company of flip-flop brand Havaianas, Afonso Sugiyama talks to Pip Brooking about the challenges of exporting Brazil’s best loved brand to a global audience The Havaianas brand has something most brands could only dream of – 100% awareness in its home market. However, that also places limitations on further growth. The brand has been growing organically outside Brazil, driven...

Advertising, Beer in Mexico, Brand 766  Words | 5  Pages

Open Document

Become a StudyMode Member

Sign Up - It's Free