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What are the guidelines for effective brand building events and experiences

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Sameer Mathur
Sameer Mathur

Brand-building Events and experience

Marketing
1 von 10
EVENTS & EXPERIENCE
Sponsoring events enables companies to obtain wider exposure for their brands and influence consumers’ attitude towards brands
EVENT OBJECTIVES To identify with a particular target market or lifestyle  To increase salience of company or product name  To create or reinforce perceptions of key brand image associations  To enhance corporate image  To create experience and evoke feelings
 To express commitment to the community or on social issues  To entertain key clients or reward key employees  To permit merchandising or promotional opportunities
MAJOR SPONSORSHIP DECISIONS  Choosing Events Meet the marketing objective and communication strategy defined for the brand
 Designing Sponsorship Programs
 Measuring Sponsorship activities Supply side method & Demand side method
CREATING EXPERIENCES The idea is not to sell something, but to demonstrate how a brand can enrich a customer’s life!!
These slides were created by Ila Singh, NMIMS during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com)

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What are the guidelines for effective brand building events and experiences

  • 2. Sponsoring events enables companies to obtain wider exposure for their brands and influence consumers’ attitude towards brands
  • 3. EVENT OBJECTIVES To identify with a particular target market or lifestyle  To increase salience of company or product name  To create or reinforce perceptions of key brand image associations  To enhance corporate image  To create experience and evoke feelings
  • 4.  To express commitment to the community or on social issues  To entertain key clients or reward key employees  To permit merchandising or promotional opportunities
  • 5. MAJOR SPONSORSHIP DECISIONS  Choosing Events Meet the marketing objective and communication strategy defined for the brand
  • 7.  Measuring Sponsorship activities Supply side method & Demand side method
  • 8. CREATING EXPERIENCES The idea is not to sell something, but to demonstrate how a brand can enrich a customer’s life!!
  • 9.
  • 10. These slides were created by Ila Singh, NMIMS during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com)