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Role of event organising companies in increasing the brand image of the client companies

The study concludes that factors such as quality of service, employee engagement and relationship, use of updated technology, customisation and attracting clients through advertisement and publicity are important factors that determine brand identity of the event management companies. | Role of event organising companies in increasing the brand image of the client companies International Journal of Management IJM Volume 7 Issue 7 November December 2016 pp.303 312 Article ID IJM_07_07_034 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 7 amp IType 7 Journal Impact Factor 2016 8.1920 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication ROLE OF EVENT ORGANISING COMPANIES IN INCREASING THE BRAND IMAGE OF THE CLIENT COMPANIES Dr. S. Hemanthkumar Associate Professor M P Birla Institute of Management Bangalore India B.V Pushpa Assistant Professor M P Birla Institute of Management Bangalore India ABSTRACT Event organising is growing at a rate of three times that of traditional advertising. Though relatively small compared to the major components of the marketing communications mix advertising sales promotions and P-O-P communications-expenditures on event sponsorship are increasing. Corporate sponsorships are offered to various events ranging from sports to festivals to fairs. Thousands of companies invest in some form of event sponsorship. Event organising is a form of brand promotion that ties a brand to a meaningful athletic entertainment cultural social or other type of high-interest public activity. Event organizing is distinct from advertising sales promotion point-of-purchase merchandising or public relations but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because unlike other forms of marketing communications events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere. Event organising is growing rapidly because it provides companies alternatives to the cluttered mass media ability to segment on a local or regional basis and opportunities for reaching narrow lifestyle groups whose consumption behaviour can be linked with the local event. The