• View the Talks
• 45 min
  1. What is sponsorship?

  • Ms. Helen Day
• 28 min
  2. Assessment and evaluation

  • Ms. Pippa Collett
• 21 min
  3. Attracting business sponsorship for major events

  • Mr. Marc Hope
• 42 min
  4. The legal framework and financial aspects of sponsorship

  • Mr. Warren Phelops
• 54 min
  5. Leveraging sponsorship through integrated marketing

  • Prof. Kevin Lane Keller
• 32 min
  6. Broadcast sponsorship and new media rights

  • Mr. Nick Walford
• 31 min
  7. Sports sponsorship

  • Mr. Jim Kelly
• 41 min
  8. Cultural sponsorship

  • Mr. Philip Spedding
• 31 min
  9. Educational sponsorship

  • Mr. Joshua Hardie
• 39 min
  10. Not for profit sponsorship

  • Mr. Graham Minton

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Agenda
3. The concept of customer-based brand equity
4. Sources of brand equity
5. Create brand resonance with customers
6. Brand resonance pyramid (1)
7. Brand resonance pyramid terminology (1)
8. Brand resonance pyramid terminology (2)
9. Dimensions of brand feelings
10. Brand resonance pyramid terminology (3)
11. Brand resonance pyramid (2)
12. Sub-dimensions of brand resonance pyramid
13. Integrating brand marketing
14. Sponsorship objectives
15. Effects of sponsorship
16. Understanding the event leveraging process (1)
17. Understanding the event leveraging process (2)
18. CBBE brand resonance model and equity transfer
19. How sponsorship can affect brand building blocks
20. Marketing communication options
21. Marketing support for events is the key
22. Jamba Juice example
23. Case study: American Express - 2006 U.S. Open
24. Amex U.S. Open sponsorship objectives
25. Amex strategy
26. Amex game plan
27. Access platform
28. Talent integration
29. On-site activation
30. On-site cardmember activation
31. In-market activation
32. American Express ACES Program
33. Broadcast integration
34. Experiential creative
35. Advertising creative
36. Activation scope
37. Sponsorship highlights
38. American Express brand resonance pyramid
39. 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

Links

Series:

• Sponsorship

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on March 4, 2009