Event brand values equal the total revenues (media rights, sponsorships, licensing fees, gate receipts) generated by the event, divided by the number of days the event takes place.
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By associating with the event, the brand is able to associate with this brand and build an expectation of value.
The event offers a brand-new Porsche sports car, parked at the side of the court, to the title holder come Sunday.
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In any event, for a brand that has suffered from glaring corporate neglect over the last several years, the attempted turnabout is an ambitious as well as jarring one.
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While big leagues like Major League Gaming, Intel Extreme Masters and IPL get all of the attention, Red Bull has just showed sponsors how they can put the spotlight on pro gamers and immerse their brand around an event made for streaming, but certainly open to the TV spotlight.
After that disastrous event, when you are a young brand, you get 30-40% less business.
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On December 16th, 2011 I received an email from the folks at LAUNCH Conference to sign PunchTab up to demo a brand new product at the event in March of 2012.
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The Toyota event is "great for the Digg brand because it credentializes the platform and gives them news value, " says Adam Hanft, a brand strategist with New York-based marketing firm Hanft Projects.
Such waggish parody and jokes (intentionally in poor taste) effectively memorialize the event, threatening to decisively vitiate the Carnival brand as a result.
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For retailers, pop ups shops combine traditional marketing with the excitement of a live event, enticing customers to interact with the brand and experience new products.
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In any event, it seems to be relentless pain for brand names like Canon.
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When a brand is able to create an active connection between its brand promise and the purpose of the event, magic happens.
This event adds to the cache and equity of the brand.
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After Giuliani left office, Lhota landed in the private sector, working at Cablevision and Madison Square Garden (and battling lymphoma, another unfortunate event that happens to add sympathy to his personal brand).
This event provides us with another way to showcase the Barbados brand.
The interesting thing about the balloon event is that it not only boosted the Red Bull brand, but simultaneously created the beginnings of the Felix Baumgartner brand.
The company also plans to hold a marketing event Friday night in New York for its Lexus luxury brand, fueling speculation that it plans to transfer production of a Lexus model from Japan to Kentucky.
Alexa Knight, of the research and strategy firm The Sound says: The return is reinforcement of brand values or product attributes through alignment with an event that truly mirrors those values or attributes.
Swiss luxury watch brand Girard-Perregaux is partnering with Bocelli for the event.
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In the midst of it all, playing a prominent role throughout the three-day event, was Patrik Hoffmann, CEO of the Swiss luxury watch brand, Ulysse Nardin.
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But the fact is that it worked on the only level that matters when it comes to event-based advertising: Lots of people are talking about the brand, and in glowing terms.
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While we Americans are used to seeing the Trump name splashed across our major cities and our reality TV, the debut of the Trump brand in South America seemed to be a major media event for the South Americans.
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If we remember that brands are belief systems (created by a system of belief that includes creation story, creed, icons, rituals, a special lexicon, nonbelievers, and leader), then we realize why the Super Bowl has become a brand with a community of millions who surround the biggest event in American sports history.
With TrinityOne Sports, Imbriano is using his event, television and online experiences to help teams use social media to increase brand strength and revenue (see his guidelines for sports and social media below).
In this age of consumer control, brand marketers and traditional ad agencies are actually leading their marketing efforts with event-based programming, and then turning that footage into TV spots.
And at a time when such races are so popular that Wall Street firms are purchasing event organizers like Ironman, a Livestrong spokeswoman confirms that an expansion of Livestrong-brand competitions is under consideration.
We happened to have a PadFone 2 with us at ASUS' MWC event, so it was only natural for us to put it next to the brand-spanking-new PadFone Infinity for a few photos.
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For its coming event, Dove has signed on as the convention's title sponsor and the brand will announce a new marketing campaign called Let's Make Girls Unstoppable, which it hopes the attendees will blog and tweet about, says Rob Candelino, vice president of marketing for Unilever Skincare, which owns Dove.
The Philips Van Heusen brand is in its second year as title sponsor for IndyCar, whose signature event, the Indianapolis 500, runs this weekend.
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