Event vs. Brand Image
Name one type of event that can influence a brand’s image (from presentation)
Sports, music, festival/fair, or fine arts event
What is the process called when a brand gains traits or meaning from an event or celebrity it’s associated with?
Image Transfer
Give an example of a bad event sponsor from the presentation
Mcdonalds & The Olympics
Marlboro & Formula 1
Heineken & Formula 1
True or False: A brand’s image is only determined by its logo and slogan
False
From the presentation: what type of meaning does Pepsi gain from sponsoring the Super Bowl Halftime Show?
Fun, youthfulness, and cultural relevance
What brand was Serena Williams an endorser for? (from the presentation)
Gatorade
A consumer’s personal history and emotional connection with a specific event represent which influencing factor?
Individual factor
What was the original amount Nike was projected to make after Michael Jordan's endorsement?
$3 million
What are two results of effective endorsements according to the presentation?
Increased trust and stronger consumer loyalty
Fill in the blank: "Perceptions about a brand as reflected by the brand associations held in _______"
memory
Why does Visa’s Olympic sponsorship make sense for its brand?
Because it’s global, unifying, and about accessibility — just like Visa’s services
What brand is the official timekeeper and global partner of Formula 1.
Rolex
What are the three main factors that influence how an event’s image affects a brand?
Event type, event characteristics, and individual factors
Why is Red Bull sponsoring extreme sports considered a strong marketing fit?
Because it matches their brand identity of energy, risk, and adventure
What is the main goal of event sponsorship?
To create positive associations and exposure for a brand?