AUTHOR
Nilsson, Johan; Öström, Tobias

DATE
2004-06-15

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Companies strive harder than ever to find new ways to break through the ever increasing media clutter. Lately event marketing has gained popularity as a marketing communicationstool. The use of event sponsorships give companies a unique platform for brand image building; leading to the purpose of this thesis, which is: to gain a better understanding of therole of event marketing in communicating brand image by companies by describing and partly explaining the process. The study has further been narrowed down to look upon one specific company within the automobile industry. Personal interviews were conducted with Saab Automobile to gain thorough information. The collected data from the case are discussed,compared and then finally used to draw conclusions.

The study shows that companies perceive event sponsorship to be an effective way to communicate both brand and productimage and is used accordingly. Although, the study also finds that the role of event sponsorship as an image builder is by companies not perceived to be as important as theory suggests.

ISSN 1404-5508 / ISRN LTU-SHU-EX--04/166--SE / NR 2004:166