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Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- The concept of customer-based brand equity
- Sources of brand equity
- Create brand resonance with customers
- Brand resonance pyramid (1)
- Brand resonance pyramid terminology (1)
- Brand resonance pyramid terminology (2)
- Dimensions of brand feelings
- Brand resonance pyramid terminology (3)
- Brand resonance pyramid (2)
- Sub-dimensions of brand resonance pyramid
- Integrating brand marketing
- Sponsorship objectives
- Effects of sponsorship
- Understanding the event leveraging process (1)
- Understanding the event leveraging process (2)
- CBBE brand resonance model and equity transfer
- How sponsorship can affect brand building blocks
- Marketing communication options
- Marketing support for events is the key
- Jamba Juice example
- Case study: American Express - 2006 U.S. Open
- Amex U.S. Open sponsorship objectives
- Amex strategy
- Amex game plan
- Access platform
- Talent integration
- On-site activation
- On-site cardmember activation
- In-market activation
- American Express ACES Program
- Broadcast integration
- Experiential creative
- Advertising creative
- Activation scope
- Sponsorship highlights
- American Express brand resonance pyramid
- Conclusions
Topics Covered
- Brand equity and brand building through the brand resonance model
- The role of sponsorship and event management in brand building
- Sponsorship and integrated marketing communications campaigns
- How American Express developed an integrated marketing campaign to leverage their 2006 US Open tennis sponsorship
Talk Citation
Keller, K.L. (2009, March 4). Leveraging sponsorship through integrated marketing [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 5, 2024, from https://doi.org/10.69645/HCVG4280.Export Citation (RIS)