BUILDING BRAND IMAGE WITH MODERATE INCONGRUNCE SPONSORSHIP ON CO-SPONSORSHIP EVENT (CASE STUDY: MOGU-MOGU BRAND)

• Main Author: RAHMAT - NIM: 27115045 , NOVIAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29724
• Institution: Institut Teknologi Bandung

<p align="justify">Brand image can be build through the variety of marketing events, one of them is sponsorship. By doing sponsorship, if the sponsor and the event has congruence or similarity then the brand image can transferred positively, but in this research, incongruence in moderate level is proven to have its own benefits. The sponsorship activity that is seen to not have any compatibilities was done by Mogu-Mogu on Corsa Motorsport Festival in 2016. In theory, the image should still transferred but it does not give any positive effects as it happens in congruence sponsor-event. This research aims to provide recommendation regarding sponsor-event pairs on moderate incongruence to the actors of marketing. <br /> <br /> <br /> This research uses the creation of brand image to sponsorship approach and also schema congruity. On this research is divided into three steps, first step is using promotion material and Corsa campaign and also Mogu-Mogu to identify MoguMogu’s brand identity. Second step is collecting data by interviewing the participants who were involved or visitors of CMF event and also complete it by using mood-board projective technique for brand image after doing sponsorship. The last step is doing descriptive qualitative to get the overall summary and also the role of moderate incongruence in sponsorship. <br /> <br /> <br /> From the analysis of interview, it is found that Mogu-Mogu does not have congruence from image aspect but does have congruence from functional aspect and also user aspect. Moreover, the usage imagery on Mogu-Mogu increases. From mood-board study, it is found that Corsa’s personality dimension as main sponsor transferred to Mogu-Mogu positively, moveover it is found negative acts on participants who did not know Mogu-Mogu before. Incongruity in moderate level can increase communication effects and brand image transfer, thus if the brand of sponsor considering this, the sponsorship will definitely be more effective and giving more positive impacts. <p align="justify"> <br />