Event branding is a way for events organizations to create an image for their event that portray what the event is, and what the reputation for the event is. A definition of branding by McCabe, (2009:189) “The American Marketing Association defines brand as a 'name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition' (Kotler and Gertner)”, much of branding depends on the brand and how it defines itself, and whether or not the clients are about to trust the brand or not. Trusting a brand and its reputation is a big decision for the client or attendee as it is them that will be attending and experiencing the event itself, therefore the brand image need to be enticing and very well thought out so the attendees feel that the event knows who they are. A definition of brand image by Kapferer (2003:30), “few brands actually know who they are, what they stand for and what makes they unique”. Another by Kapferer would be “The brand is a focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brand’s products, distribution channel, personnel and communication”. Many people make up their own mind when it comes to events as it is there own personal view and decision that finally helps makes they mind up . Some of the impacts for brand image would be if they brand image has a unique and recognizable idea then you are more likely to grab the attendees attention to make them want to go. Although some of the negative impacts would be if the brand image is not produced in the correct way you loss the apple for the attendees to want to attend the event.
What does this mean for the future in event branding? It means that branding an image for each event makes the event itself recognizable, the only thing about branding an event would be that it takes time, and creative new ideas that are continually different from the other brands within events. Event managers are able to do this through different ways of branding for example co-branding with sponsors or destinations, which helps make the branding of an event easily recognizable because it is branded with something that attendees or clients already know for example the Olympics with the five interlocking rings and Glastonbury festival.
References:
McCabe. Scott – Marketing Communications in Tourism & Hospitality, Concepts, Strategies and Cases, (2009), Butterworth-Heinemann: Oxford
Kapferer quote from university lecture
What does this mean for the future in event branding? It means that branding an image for each event makes the event itself recognizable, the only thing about branding an event would be that it takes time, and creative new ideas that are continually different from the other brands within events. Event managers are able to do this through different ways of branding for example co-branding with sponsors or destinations, which helps make the branding of an event easily recognizable because it is branded with something that attendees or clients already know for example the Olympics with the five interlocking rings and Glastonbury festival.
References:
McCabe. Scott – Marketing Communications in Tourism & Hospitality, Concepts, Strategies and Cases, (2009), Butterworth-Heinemann: Oxford
Kapferer quote from university lecture