Growing Brands Through Sponsorship
DOWNLOAD
Download Growing Brands Through Sponsorship PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Growing Brands Through Sponsorship book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Growing Brands Through Sponsorship
DOWNLOAD
Author : Philip Gross
language : en
Publisher:
Release Date : 2015
Growing Brands Through Sponsorship written by Philip Gross and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co-sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co-sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally. Contents · Brands and Identity-Based Brand Management · Sponsorship Alliance · Brand Image Transfer: Attitude and Personality Target Groups · Researchers and students in the fields of marketing, brand management and brand image transfer · Practitioners in the field of sponsorship management The Author Dr. Philip Gross obtained his doctoral degree from the Institute of Marketing and Management at the University of Hanover where he works with Prof. Dr. Klaus-Peter Wiedmann. As a founding partner and academic advisor to "Axonalliance - Bright Strategies" he engages with clients on issues of brand leadership and strategic marketing. .
The Sponsorship Handbook
DOWNLOAD
Author : Pippa Collett
language : en
Publisher: John Wiley & Sons
Release Date : 2011-03-28
The Sponsorship Handbook written by Pippa Collett and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-28 with Business & Economics categories.
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post
Growing Brands Through Sponsorship
DOWNLOAD
Author : Philip Gross
language : en
Publisher: Springer
Release Date : 2014-11-07
Growing Brands Through Sponsorship written by Philip Gross and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-07 with Business & Economics categories.
Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co‐sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co‐sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.
Digital Marketing And Consumer Engagement Concepts Methodologies Tools And Applications
DOWNLOAD
Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2018-01-05
Digital Marketing And Consumer Engagement Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-05 with Business & Economics categories.
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
What Sponsors Want An Inspirational Guide For Event Marketers
DOWNLOAD
Author : Mark Harrison
language : en
Publisher: World Scientific
Release Date : 2020-08-27
What Sponsors Want An Inspirational Guide For Event Marketers written by Mark Harrison and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-27 with Business & Economics categories.
This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.
Event Sponsorship
DOWNLOAD
Author : Bruce E. Skinner
language : en
Publisher: Wiley
Release Date : 2002-10-18
Event Sponsorship written by Bruce E. Skinner and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-18 with Business & Economics categories.
State-of-the-art methods for finding, securing, and retaining the best corporate sponsors The authoritative guide to creating and closing deals with irresistible ROIs Event Sponsorship provides step-by-step guidelines for attracting, signing, and keeping sponsorship for any event, including festivals, conventions, expositions, sporting events, arts and entertainment spectaculars, charity benefits, and much more. This hands-on resource presents successful strategies and tools for staying competitive in today's market by offering corporate sponsors the highest return possible on their investment. Leading experts give real-world advice for researching and targeting prospective companies, developing a sponsorship marketing plan, creating an effective proposal, selling the sponsorship, and negotiating a deal. Learn how to bring increased sponsorship dollars to any event by: Placing value on sponsorships Expanding the value of a sponsor Creating the best image for an event Networking with other event professionals worldwide With complete coverage including case studies, legal issues, the Internet, the sophisticated corporate customer, non-sports sponsorship opportunities, and an international view of sponsorship, Event Sponsorship is a powerful tool for event managers and other event professionals. THE WILEY EVENT MANAGEMENT SERIES-Series Editor, Dr. Joe Goldblatt, CSEP THE WILEY EVENT MANAGEMENT SERIES provides professionals with the essential knowledge and cutting-edge tools they need to excel in one of the most exciting and rapidly growing sectors of the hospitality and tourism industry. Written by recognized experts in the field, the volumes in the series cover the research, design, planning, coordination, and evaluation methods as well as specialized areas of event management.
Event Marketing In The Context Of Higher Education Marketing And Digital Environments
DOWNLOAD
Author : Florian Neus
language : en
Publisher: Springer Nature
Release Date : 2020-02-25
Event Marketing In The Context Of Higher Education Marketing And Digital Environments written by Florian Neus and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-25 with Business & Economics categories.
Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented. About the Author: Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments.
Stadia Naming Rights In Sport
DOWNLOAD
Author : Leah Gillooly
language : en
Publisher: Taylor & Francis
Release Date : 2022-05-24
Stadia Naming Rights In Sport written by Leah Gillooly and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-24 with Sports & Recreation categories.
This book is an accessible, practical, and systematic guide to stadium naming rights sponsorship within sport, designed to help practitioners and students gain a better understanding of how naming rights work and the benefits that sport and corporate organisations may get from this kind of arrangement. The book explains the key principles underpinning naming rights deals and sports sponsorship in non-specialist language for readers with little prior knowledge of the subject. Drawing on examples and case studies of naming rights sponsorships in international markets, across both professional and amateur sport, the book examines key practical issues such as how naming rights differ from other types of sponsorship, why brands should sign a naming rights deal, and how organisations can maximise their return on naming rights sponsorship. Concise, informative, and practice-focused, this book offers essential insights for all sport management practitioners, for any marketing executives considering sport sponsorship, and for any students or researchers with an interest in sport marketing, sport management, marketing, or events and facilities management.
Sponsorship In Marketing
DOWNLOAD
Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2020-03-11
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-11 with Sports & Recreation categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
How Brands Grow
DOWNLOAD
Author : Byron Sharp
language : en
Publisher: OUP Australia & New Zealand
Release Date : 2010-03-11
How Brands Grow written by Byron Sharp and has been published by OUP Australia & New Zealand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03-11 with Business & Economics categories.
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.