Eventmarknadsföringens påverkan på varumärkeskapitalet ur marknadschefers perspektiv
The purpose of this study is to create an understanding for marketing directors? viewabout how event marketing effect the company?s brand equity in four separatebusinesses. Our question formulation the study aims to answer is:How does event marketing effect the brand equity in international companies?We have chosen to perform a qualitative study with a semi structured research interviewto find out how event marketing as a marketing method, can be applied from theperspective of a marketing director in relation to our theoretical reference frame.To create structure and increase the understanding of our thesis, we will describe thebasics in brand and sponsorship theory, which will fall in to the marketing method ofevent marketing. Further we will describe the brand equity model that we will latermodify for our purpose. In our modified model we will present the element that createsthe foundation to our analysis. The elements are: brand loyalty, brand awareness,perceived quality and brand associations. In our analysis we will present the effects andconsequences of using event marketing as a marketing method.Our empirical findings will be presented under the chapter of empiric. Where interviewspreformed with marketing directors or respondents with an equal position will be found.We have preformed interviews with Samsung Electronics Nordic AB, Kalmar Industries,Cerealia/Lantmännen/Axa and Skandinaviska Enskilda Banken AB.Our conclusion is that event marketing is a well used marketing method where thecompany strategically has analyzed their target market to aim their efforts at the rightconsumers. The current recession has made the competition on the market keen. Becauseof this it is more important now than ever for the companies to increase their brandequity.The companies in the different businesses is using event marketing with the main purposeof strengthen their brand equity. The object that highlights event marketing the most ishow well all companies tries to associate their brand with the values attached to thechosen event. Event marketing is used as a tool to get the customers to associate thecompanies? values with an event, but is also used to create associations between the eventand the brand. When using event marketing it is important to associate the brand withquality. The answer to our question formulation is that the brand equity is positivelyeffected by event marketing. Brand association and perceived quality are together theelement that effects brand equity the most when using event marketing.