STRENGTHENING ITS BRAND EQUITY THROUGH MOTOR SPORT SPONSORSHIP / Sacha LOISON / 2023

Titre : STRENGTHENING ITS BRAND EQUITY THROUGH MOTOR SPORT SPONSORSHIP Type de document : Mémoire Auteurs : Sacha LOISON, Auteur Année de publication : 2023 Importance : 28p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management SPORT ; COMPORTEMENT DU CONSOMMATEUR ; INFORMATION DU CONSOMMATEUR Résumé : Sports sponsorship has become so commonplace that we take it for granted. Yet brands deploy a very long-term strategy and invest a lot of money to build a relationship with fans, engage this audience, and strengthen their brand equity.Today, motor sport has become more democratic, and its audience younger and more feminine. So we feel it's important to clearly define the driving forces behind motor sport sponsorship, in order to define a scope of action that will enable us to offer brands a path to follow in order to strengthen their brand equity in line with their objectives.To do this, we need to define what brand equity is, what its influences are, and how we can adapt this to motor sport. From there, we'll draw up some managerial recommendations. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581982