Introduction to event

Step 4: Design the strategy: A brand strategy describes the movement from the 
existing to the desired brand culture and the logic for its taking this path. A strategy 
document for an event management firm should map the current brand culture, 
outline the most promising opportunities to enhance the brand culture considering 
both environment shifts and competitive benchmarking, and finally detail the desired 
brand culture. 
Implementation: A brand strategy requires an action plan that specifies which 
marketing mix elements will be used, how they will be used, and how they will be 
integrated to achieve a consistent branding effort. Every firm activity that engages 
prospective customers is a potential branding tool. Branding is not limited to 
communications. Rather, all elements of the marketing mix contribute to branding. 
Therefore, managers must always balance branding objectives against other 
marketing goals 
CHECK YOUR PROGRESS-I
Q1 Highlight the various responsibilities of an event manager in case of live theatre 
performance . 
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