Integrated Brand Management Event Sponsorship

Question: Discuss about theIntegrated Brand Managementfor Event Sponsorship. Answer: Introduction Over the years, Collette has become engaged with the various event sponsorships for supporting the people around them. Moreover, I have observed that the organization has sponsored various clubs towards organizing football professional sports. I have also attended a fashion show in Australia, which was actually sponsored by Collette. Through this sponsorship, the organization has become able to reach huge customer group at once. The organization mostly demonstrate they jewelry and handbags through these types of sponsorship (Cooper, Merrilees and Miller 2015). Product Placement From my point of view, product placement is the most powerful advertising technique of Collette towards promoting their products. This advertising technique is mostly associated with placement of products through TV advertisement and films. Collette effectively places their products through effective television advertisements and programs (Colettehayman.com.au 2017). Moreover, all the TV programs and advertisements, which I have observed are highly effective towards attracting the customers. Branded Entertainment Branded entertainment is the form of advertisement in which an organization generates attractive advertisement theme for promoting their products. I have observed that, Collette has high potential to promote their products through unique theme. Most of the advertisement themes of the organization are based on fashion (Cooper, Merrilees and Miller 2015). Moreover, the organization has also various effective YouTube videos, which promotes its products to mass customers. Brand Communities I have observed that a huge percentage of people in Australia use the bags and accessories products of Collette. Moreover, the organization has become quite able to create a huge brand community having same values and culture and having same level of preference for their products (Muniz and O'Guinn 2001). Moreover, brand community of the organization enhances the word-of-mouth advertisement for its products. Value Co-Creation in a Co-Consuming Brand Community While considering the value co-creation of co-consuming brand community, I can say that Collette co-create the value of brand community during manufacturing their products. The organizational also take the collective value of their brand community and manufacture their products through highlighting those values (Pongsakornrungsilp and Schroeder 2011). Reference List Colettehayman.com.au. 2017.colettehayman.com.au. [online] Available at: https://www.colettehayman.com.au/stores.aspx [Accessed 24 Feb. 2017]. Cooper, H., Merrilees, B. and Miller, D., 2015. Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands.Journal of Brand Management,22(5), pp.412-430. Muniz Jr, A. and C O'Guinn, T. 2001. Brand Community.Journal of Consumer Research, 27(4), p.412. Pongsakornrungsilp, S. and E. Schroeder, J. 2011. Understanding value co-creation in a co-consuming brand community.Marketing Theory, 11(3), pp.303-324.