Building brand equity and public relations value through special events.

Building brand equity and public relations value through special events.

This paper aims to put forth the idea that building brand equity can occur through special events, and highlight certain benefits that such events-based promotional campaigns have as compared to a conventional media-based advertising campaign.

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Bibliographic Details
Main Authors: Chong, Weiyong., Lee, Adrian Liang Tar.
Other Authors: Gan, Su-lin
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Online Access:http://hdl.handle.net/10356/1066
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Institution: Nanyang Technological University
Description
Summary:This paper aims to put forth the idea that building brand equity can occur through special events, and highlight certain benefits that such events-based promotional campaigns have as compared to a conventional media-based advertising campaign.

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