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 this defining?: When brands fund or support events for promotional exposure
Event sponsorship
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
What is this defining?: The process by which the associations, emotions, and perceptions linked to an event become connected to the sponsoring brand in consumers’ memories.
Image transfer
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 brand sponsors the Super Bowl Halftime show?
Pepsi
Fill in the blank: "Perceptions about a brand as reflected by the brand associations held in _______"
memory
Which is more effective for image transfer: emotional engagement or brand exposure alone?
Emotional engagement
A brand sponsors a celebrity-run charity event that later faces public backlash. What concept explains how the brand’s reputation could be damaged, even if it wasn’t directly involved?
Negative image transfer
What are the three main factors that influence how an event’s image affects a brand?
Event type, event characteristics, and individual factors
Fill in the blank: Sponsorship is a theoretical mechanism for ___________
meaning and image creation
What does success depend on?
Strong alignment between brand goals and event audience