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The Phenomenon of First Hand Experiences With Brands

Pedrotti, Luca LU ; Wikström, Oscar LU and Ekvall, David LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: The aim of this paper is to examine how organizations use live in-person events to increase brand awareness and long-term brand loyalty.
Methodology: This paper utilizes a qualitative research method through the examination of three case studies: Red Bull Rampage, NHL Global Series, and Nike’s Breaking2 Marathon. The information for these case studies was gathered through secondary research from the brands web pages as well as articles from independent professionals.
Findings: The findings of this research paper have shown that there is a strong link between brands using in-person live events in order to connect on an emotional level and build long-term brand loyalty and increased brand awareness with consumers.
Original/Value:... (More)
Purpose: The aim of this paper is to examine how organizations use live in-person events to increase brand awareness and long-term brand loyalty.
Methodology: This paper utilizes a qualitative research method through the examination of three case studies: Red Bull Rampage, NHL Global Series, and Nike’s Breaking2 Marathon. The information for these case studies was gathered through secondary research from the brands web pages as well as articles from independent professionals.
Findings: The findings of this research paper have shown that there is a strong link between brands using in-person live events in order to connect on an emotional level and build long-term brand loyalty and increased brand awareness with consumers.
Original/Value: This paper contributes to the evolving field of Strategic Brand Management by providing meaningful insights and a framework on how companies can strengthen their brands through creating impactful and resonant brand experiences. This framework includes: Identify the brand core values and personality traits to be leveraged and showcased; Identify the values and expectations of the target audience, in order to align them with those of the brand and foster a sense of community and recognition; Define the purpose, i.e. to drive customer involvement and brand awareness; Make use of social media and digital communications to reach a wider audience and encourage in-person attendance at the event; Adopt a storytelling approach to create a meaningful and resonant narrative around both the event and the brand.
Key Words: brand loyalty, live events, direct consumer engagement, brand awareness, Red Bull Rampage, NHL Global Series, Nike Breaking2 Marathon, brand experience, live in-person events, brand identity.
Paper Type: Research Paper. (Less)
Please use this url to cite or link to this publication:
author
Pedrotti, Luca LU ; Wikström, Oscar LU and Ekvall, David LU
supervisor
organization
course
BUSN21 20242
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand loyalty, live events, direct consumer engagement, brand awareness, Red Bull Rampage, NHL Global Series, Nike Breaking2 Marathon, brand experience, live in-person events, brand identity.
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9177553
date added to LUP
2024-11-08 10:29:44
date last changed
2024-11-08 10:29:44
@misc{9177553,
  abstract     = {{Purpose: The aim of this paper is to examine how organizations use live in-person events to increase brand awareness and long-term brand loyalty.
Methodology: This paper utilizes a qualitative research method through the examination of three case studies: Red Bull Rampage, NHL Global Series, and Nike’s Breaking2 Marathon. The information for these case studies was gathered through secondary research from the brands web pages as well as articles from independent professionals.
Findings: The findings of this research paper have shown that there is a strong link between brands using in-person live events in order to connect on an emotional level and build long-term brand loyalty and increased brand awareness with consumers.
Original/Value: This paper contributes to the evolving field of Strategic Brand Management by providing meaningful insights and a framework on how companies can strengthen their brands through creating impactful and resonant brand experiences. This framework includes: Identify the brand core values and personality traits to be leveraged and showcased; Identify the values and expectations of the target audience, in order to align them with those of the brand and foster a sense of community and recognition; Define the purpose, i.e. to drive customer involvement and brand awareness; Make use of social media and digital communications to reach a wider audience and encourage in-person attendance at the event; Adopt a storytelling approach to create a meaningful and resonant narrative around both the event and the brand.
Key Words: brand loyalty, live events, direct consumer engagement, brand awareness, Red Bull Rampage, NHL Global Series, Nike Breaking2 Marathon, brand experience, live in-person events, brand identity.
Paper Type: Research Paper.}},
  author       = {{Pedrotti, Luca and Wikström, Oscar and Ekvall, David}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{The Phenomenon of First Hand Experiences With Brands}},
  year         = {{2024}},
}