ENHANCING BRAND IMAGE

THROUGH SPONSORSHIP &

EVENT MANAGEMENT

Presentation By:
Akshay Kumar
Manvendra
Mayank Garg
Rohan Kumar
Shubham Kaushik MBA - IB 4th Semester
INTRODUCTION
Sponsorship
Increased Brand Visibility
Enhanced Brand Association
Targeted Audience
Engagement
Brand Differentiation
Opportunities for Activation
Event Management
Direct Interaction with
Customers
Brand Storytelling
Networking Opportunities
Experiential Marketing
Platform for Product
Launches
ENHANCING BRAND IMAGE LEVERAGING SPONSORSHIP
THROUGH SPONSORSHIP FOR BRAND ENHANCEMENT
What is Sponsorship?
Sponsorship involves a brand providing financial Strategies for Effective
support or resources to an event, organization, or Sponsorship
individual in exchange for publicity and Selecting the right sponsorship
association. opportunities aligned with
Key Points: brand values and target
Establishes brand presence audience.
Builds brand visibility Activation strategies to
Creates positive brand associations maximize brand exposure and
engagement.
Benefits of Sponsorship
Measuring ROI through metrics
Increased brand awareness
such as brand recall,
Enhanced brand image
consumer sentiment, and
Improved brand loyalty
Access to target audience sales impact.
Opportunity for experiential marketing
SIGNIFICANCE OF BRAND IMAGE IN EXAMPLES OF SUCCESSFUL
TODAY'S COMPETITIVE MARKET BRANDS WITH STRONG
BRAND IMAGE

Differentiation
Apple
Trust and Credibility
Nike
Perceived Value
Coca-Cola
Customer Loyalty
Adidas
Attracts Talent
Google
Resilience in Crises
Disney
Market Expansion
Amazon
Brand Advocacy
Competitive Advantage
BUILDING BRANDS THROUGH INTERNET

Building brands through the internet refers to the

strategic use of online platforms and digital marketing
techniques to establish, develop, and promote a
brand's identity, presence, and reputation in the virtual
realm.

Since lots of people use the internet for everything from

finding information to shopping, businesses use
websites, social media, and other online tools to connect
with people and make them like their brand. It's
important for businesses to do this because it helps
them stand out and build a good reputation among
customers.
SOME KEY COMPONENTS OF BUILDING
BRANDS THROUGH THE INTERNET
Website Development: A well-designed and user-friendly website serves as the
cornerstone of an online brand presence. It should reflect the brand's identity,
values, and offerings while providing visitors with relevant information and an
engaging experience.

Social Media Engagement: Social media platforms offer extensive opportunities

for brands to connect with their audience, build communities, and humanize their
brand image. Through regular posting, interaction, and content sharing, brands
can increase visibility, foster engagement, and drive traffic to their website.

Search Engine Optimization (SEO): Optimizing online content for search engines
enhances visibility and organic traffic. By targeting relevant keywords, optimizing website
structure, and building high-quality backlinks, brands can improve their search engine
rankings and attract more qualified leads.
Email Marketing: Email remains a powerful tool for building relationships with
prospects and customers. By delivering personalized, timely, and valuable content
directly to subscribers' inboxes, brands can nurture leads, drive conversions, and
encourage repeat purchases.

Paid Advertising: Internet advertising allows brands to reach specific

demographics, target audiences based on interests and behaviors, and track
campaign performance in real-time. Pay-per-click (PPC) advertising, display
ads, social media ads, and sponsored content are among the various paid
advertising options available.
BRAND BUILDING AMONG
CUSTOMERS
Brand building among customers is essential for creating awareness, fostering
loyalty, and driving sales. Here's a focused approach on how to build a strong
brand among customers:
1. Define Your Brand Identity:
Clearly define your brand's identity, including its values, mission,
personality, and unique selling propositions (USPs). Your brand identity
should resonate with your target customers and differentiate you from
competitors.
2. Know Your Audience:
Conduct market research to understand your target audience's
demographics, preferences, behaviors, and pain points. Use this insight to
tailor your branding efforts to appeal to their needs and desires.
3. Consistent Branding:
Maintain consistency in your brand messaging, visuals, and tone across
all communication channels. Consistent branding helps in building brand
recognition and trust among customers.
BRAND BUILDING AMONG
CUSTOMERS
4. Create Compelling Content:
Develop engaging and relevant content that resonates with your target
audience. This could include blog posts, social media updates, videos,
infographics, and more. Share valuable information, entertain, or inspire your
audience to connect with your brand on a deeper level.
5. Build Emotional Connections:
Emphasize storytelling in your branding efforts to evoke emotions and
connect with customers on a personal level. Share stories about your brand's
journey, values, and the impact it has made on customers' lives.
6. Deliver Exceptional Customer Experiences:
Focus on providing outstanding customer experiences at every touchpoint,
from pre-purchase interactions to post-purchase support. Aim to exceed
customer expectations and leave a positive impression that encourages
repeat business and word-of-mouth referrals.
BRAND BUILDING AMONG
INDUSTRIAL BRANDS
Brand building for industrial brands requires a strategic approach tailored to the
specific needs and characteristics of the industrial sector. Here's a targeted
approach to building a strong brand in the industrial sector:
1. Understand the Industry Landscape:
Gain in-depth knowledge of the industrial sector in which your brand
operates, including its key players, market trends, challenges, and
opportunities. Understanding the industry landscape helps in positioning
your brand effectively.
2. Identify Target Audience and Decision-makers:
Identify the key decision-makers and stakeholders within your target
market. This may include engineers, procurement professionals, project
managers, and executives. Understand their needs, pain points, and
decision-making criteria.
3. Emphasize Technical Expertise and Innovation:
Highlight your brand's technical expertise, innovation, and commitment to
quality. Showcase your capabilities through case studies, whitepapers,
product demonstrations, and testimonials from satisfied clients.
BRAND BUILDING AMONG
INDUSTRIAL BRANDS
4. Provide Educational Content:
Create and share educational content that addresses industry-specific
challenges, best practices, and emerging trends. This could include
articles, webinars, technical guides, and training resources. Position your
brand as a thought leader and trusted advisor in your niche.
5. Focus on Product Performance and Reliability:
Emphasize the performance, reliability, and durability of your products or
solutions. Provide data-backed evidence, certifications, and testimonials
to demonstrate their effectiveness in real-world applications.
6. Build Partnerships and Alliances:
Forge strategic partnerships and alliances with complementary
businesses, industry associations, research institutions, and influencers.
Collaborate on joint projects, co-marketing initiatives, and knowledge
sharing to expand your brand's reach and credibility.
BRAND BUILDING AMONG RETAIL
BRANDS
Building a strong brand in the retail sector requires a comprehensive strategy
that encompasses various elements of branding, customer experience, and
marketing. Here's a tailored approach to brand building among retail brands:
1. Define Your Brand Identity and Positioning:
Clearly define your retail brand's identity, values, personality, and unique
selling proposition (USP). Determine what sets your brand apart from
competitors and resonates with your target audience.
2. Understand Your Target Audience:
Conduct market research to understand the demographics, preferences,
shopping behaviors, and psychographics of your target customers. Use
this insight to tailor your branding and marketing efforts to effectively
reach and engage your audience.
3. Create a Memorable Brand Experience:
Design a seamless and memorable brand experience across all
touchpoints, including your physical stores, website, mobile app, social
media channels, and customer service interactions. Ensure consistency in
branding, messaging, and aesthetics to reinforce your brand identity.
BRAND BUILDING AMONG RETAIL
BRANDS
4. Focus on Visual Branding and Merchandising:
Develop visually appealing branding elements, including your logo, color
scheme, typography, and packaging. Use consistent branding in-store
and online to create a cohesive brand image. Implement effective
merchandising strategies to showcase your products and attract
customers' attention.
5. Offer High-Quality Products and Services:
Provide high-quality products that meet or exceed customer
expectations. Invest in product development, sourcing, and quality control
to ensure consistency and reliability. Offer exceptional customer service,
including knowledgeable staff, easy returns, and personalized assistance.
6. Build Brand Awareness and Visibility:
Implement a multi-channel marketing strategy to increase brand
awareness and reach a wider audience. Utilize digital marketing channels
such as social media, email marketing, search engine optimization (SEO),
and pay-per-click (PPC) advertising, as well as traditional marketing
channels such as print ads, direct mail, and events.
BRAND BUILDING AMONG SERVICE
BRANDS
Building a strong brand for service-based businesses requires a strategic
approach that focuses on delivering exceptional experiences and
communicating value to customers. Here's a tailored approach to brand building
among service brands:
1. Define Your Brand Identity and Values:
Clearly define your service brand's identity, values, mission, and unique
value proposition. Determine what sets your brand apart from competitors
and how you want to be perceived by your target audience.
2. Understand Your Target Audience:
Conduct thorough market research to understand the demographics,
preferences, needs, and pain points of your target customers. Use this
insight to tailor your branding and marketing efforts to effectively connect
with and serve your audience.
3. Focus on Service Excellence and Quality:
Prioritize delivering exceptional service that exceeds customer
expectations. Train your staff to provide personalized, knowledgeable, and
attentive service at every touchpoint. Consistently deliver high-quality
outcomes and strive for continuous improvement.
BRAND BUILDING AMONG SERVICE
BRANDS
4. Emphasize Trust and Reliability:
Build trust with your customers by consistently delivering on your
promises, maintaining transparency, and prioritizing integrity in all
business dealings. Establish yourself as a reliable and trustworthy partner
that customers can depend on.
5. Highlight Expertise and Specialization:
Showcase your expertise, qualifications, certifications, and experience in
your field of service. Position your brand as a knowledgeable authority and
trusted advisor that customers can rely on for expert solutions.
6. Create a Seamless Customer Experience:
Design a seamless and user-friendly customer experience across all
touchpoints, including your website, mobile app, customer service
interactions, and service delivery processes. Ensure consistency in
branding, messaging, and communication to reinforce your brand
identity.
 BRAND BUILDING STRATEGIES THROUGH
CUSTOMER BEHAVIOUR STUDIES
A customer behavior analysis is a thorough
investigation of how customers engage with your
company. Using qualitative and quantitative methods,
a customer behavior analysis looks at every step in the
customer journey and provides insight into what’s
driving consumer behavior.

Selling to an existing customer has a probability rate of

60-70%, but selling to a new customer is only 5-20%. The
more you understand each segment of your current
audience, the better you’ll be able to see how each type
of customer behaves and what new customers of that
type will be likely to do.
COCA-COLA’S FIFA WORLD CUP
SPONSORSHIP
Coca-Cola's sponsorship of the FIFA World
Cup involves extensive customer behavior
studies to understand the demographics,
interests, and preferences of football fans
worldwide.Coca-Cola takes a ‘Think Global,
Act Local’ approach to their promotional
activities. This results in the company
sponsoring many small, regional sports teams
and cultural events all around the world. This
results in the company sponsoring
many small, regional sports teams and cultural events all around the world. By
analyzing fan engagement on social media, purchasing patterns, and sentiment
analysis, Coca-Cola tailors its sponsorship activations to resonate with football
enthusiasts, enhancing brand visibility and loyalty.
APPLE'S PRODUCT LAUNCH EVENTS
Apple meticulously plans its product launch events
based on customer behavior studies to create hype
and anticipation among its target audience. By
analyzing past event attendance, online
interactions, and consumer sentiment, Apple
designs events that cater to the desires and
expectations of tech enthusiasts, generating buzz
and driving sales.
The goal is to give the audience the
impression that they are an integral part
of the events. Apple promotes audience
engagement with interactive elements,
live demos, and Q&A sessions.These
events play a pivotal role in creating a
sense of intrigue among the audience
and positively reflecting the brand.
MCDONALD'S REGIONAL MENU OFFERINGS
McDonald's conducts customer behavior studies to
adapt its menu offerings to regional preferences
and cultural differences. By analyzing purchasing
data, customer feedback, and local market trends,
McDonald's tailors its menu items to appeal to
diverse tastes and preferences, strengthening its
brand presence globally.

Based on insights from customer studies

McDonald’s offers localized menu
adaptations factoring in cultural
sensitivities, religious beliefs and likewise.
This also helps in market segmentation
and helps the brand in honing a more
personalized approach in order to better
serve its customers.
THANK YOU