Introduction to event

d. Influencers: In many categories, non-customers‘ opinions are influential. 
Think of trade magazine reviews, the opinions offered by mavens and 
connoisseurs during work and leisure gatherings, and the opinions offered by 
retail salespeople. These opinions create a positioning of event management 
firm in the mind of masses. Most of the national wide events are given 
publicity by various media firms which create a perception about the event. 
 3.4.2 Components of Brand Value 
a. Reputation Value: From an economic point of view brands serves event firm 
reputations. Event management involves tangible features i.e flights are on 
time, good quality of food, specific products at the exhibitions. Customers take 
on risk when they purchase products, particularly products that will be used 
into the future and products for which quality cannot be reliably evaluated 
upon inspection before purchase. The brand operates as a signalling 
mechanism to increase customers‘ confidence that the product will provide 
excellent quality and reliability on important functions. The product 
experiences both successes and failures spread in stories and aggregates to 
form part of the brand culture of the event firm. 
b. Relationship Value: Brands also communicate that the firm producing the 
product can be trusted to act as a long-term partner that will flexibly respond to 
future customer needs. For many events, especially in case of festivals or fairs 
customer uses and needs cannot be fully anticipate and so built into a contract 
at the time of purchase. Relationship value accumulates as particular stories, 
images, and associations that circulate around the product become 
conventional, taken for granted. 
c. Brand Cultures: From a psychological perspective, the brand acts as a 
perceptual frame that highlights particular benefits delivered by attending a 
specific event. This framing guides consumers in choosing events and also 
shapes their product experiences. The heuristic value of the brand provides 

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