Introduction to event

3.4 BRAND MANAGEMENT 
Branding has become one of the most important aspects of business strategy. 
Marketing strategies begin with the value proposition i.e the various types and 
amounts of value that the event management firm wants customers to receive from 
the market offering. In marketing, the value proposition is sometimes referred to as 
the positioning statement. The brand is the product as it is experienced and valued in 
everyday social life. The verb ―to brand‖ refers to all of the activities that shape 
customer perceptions, particularly the firm‘s activities. Branding, then, is a 
management perspective that focuses on shaping the perceived value of the product 
as found in society. 
 3.4.1 Determinants of Brand Management 
Brands have four primary types of determinants - companies, popular culture, 
influencers, and customers.
a. Firms: The event management firm shapes the brand through all of its 
product-related activities that help to connect with the c customers. All 
elements of the marketing mix product, communication, channels, and 
pricing policies are used to create an image in the mind of prospective 
customers. fore.g for national level exhibitions event companies used all 
components of promotional mix to target the customers . 

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Event Management HM-402 
Uttarakhand Open University 
46 
b. Popular Culture: Various types of events are a prominent part of the world 
in which we live. As such, they are frequently promoted through in films, 
television, books, magazines, on the Internet, across all mass media. These 
representations can have a powerful influence on brands. For nearly a 
century, companies have sought to manage how their brands are presented in 
the media, through public relations efforts and paid sponsorships. This 
involves inviting celebrities and powerful leaders in the society to represent 
the brand. For example in every state of India a leading film personality or 
social activist is the brand ambassador for the event. 
c. Customers: Customers determine the effectiveness of the brand culture as 
they consume the product. And are part of event process As they interact with 
various stakeholder during the event process they create experience stories 
involving the event which they often share with friends and all involved in 
the process of event. For example participating in a sports event may lead to 
sharing of achievements and challenging during the whole event process.