Building brand equity and public relations value through special events.

• 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
• Institution: Nanyang Technological University

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.