Brand Equity: Valuing Sports Sponsorship

Branding is more than just a slogan or an image; it is a powerful tool for companies to drive value through association. It defines one’s message and is of paramount importance for companies to resonate with targeted customers. In sports, branding has taken on an even more dominant role as companies vie to position themselves alongside preeminent names and organizations. Panelists will address a number of topics surrounding branding including, how companies evaluate the value of sponsorship, perceive and harness the benefits of branding, and implement successful branding campaigns. Central to these themes will be the discussion of how the importance of branding has changed for companies in a post-recession world. In the future, companies will have to search for new ways to generate value, and branding will be central to this story.

Moderator: Rachel Nichols

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