The consumer based brand equity effect of innovative sponsorship

Nina Birkeland

Student thesis: Master thesis

Abstract

This thesis aims to investigate if it is possible for innovative sponsorship to be more efficient, thus get a higher position in Keller's consumer based brand equity model compared with old school sponsorship. This is a relevant question as it is important to know which consumer based brand equity (CBBE) effects sponsorship can contribute with, when optimizing the marketing and sponsorship strategy. In markets for fast moving consumer goods brand-building is particularly important to gain customers. Marketers are faced with increasing challenges in their attempt to build their brand as the markets are heavily fragmented. To succeed in the market it is important to be innovative and thus also modern as well as involving and interactive. Sponsorship represents one of the most rapidly growing sectors of marketing communication, probably because it has been proven as efficient for awareness and image building time and time again. A innovative sponsorship is a sponsorship with a lot of planning and an easy connection between the event and the brand. It is a sponsorship which is extremely consistent and inhibits a lot of focus on fit, high involvement, and interactivity. The sponsorship also has similarities with branded events as well as title sponsorship as the brand name is in focus. What is probably the most significant difference between an "old school" sponsorship and a innovative sponsorship is that the latter is looking for new and not always existing events to places their brand all over i.e. there is absolutely no doubt who the main sponsor is. Red Bull is an example of such a innovative sponsorship. Through this innovative method of sponsoring they have managed to differentiate their brand from the competitors and created a unique position. Through applying innovative sponsorship, Red Bull has been able to climb to the highest level of Keller's consumer based brand equity model. Both previous research and this research show that this is not the case for Old school sponsorship. This study finds innovative sponsorship different from old school sponsorship because it manages to create effects in form of social approval, relevance and superiority at level three and behavioural loyalty and intention to participate at level four, the two highest level of Keller's CBBE model. It also shows that innovative sponsorship cover the common effects like awareness, image at level two and credibility and emotions at level three to a greater extent.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2013
Number of pages85