ARAM, JEFFREY R.

MANAGEMENT

MARKETING
July 23, 2016

Precis 10: Building Brand Image Through

Event Sponsorship: The Role of Image Transfer
This study was authored by Dr. Kevin P. Gwinner and John Eaton who are both
marketing Professors at Kansas State and Arizona State University respectively. The
study is intended to discuss how brand image can be enhanced by utilizing
sponsorship.
Brand image is defined as perceptions about a brand as reflected by the brand
associations held in memory (Keller, 1993). The associations are sourced from brand
and product category experiences, product attributes, price information, positioning
in promotional communications, packaging user imagery and usage occasion.
Two major reasons why companies engaged into sponsorship are to increase brand
awareness and establish, strengthen or change image. Although studies show
effectiveness in the area of brand awareness it failed to provide focus on brand
image issues.
The study suggested that brand associations can be influenced when a brand
becomes linked with a celebrity through an endorsement or linked with a sporting
event through sponsorship activities. As such, brand managers considering
sponsorship arrangements should not only consider exposure issues (i.e., brand
awareness) but should also take into account the congruence between a sporting
event's image and the image/positioning goals for their brands.
The study was concluded by highlighting 3 key finding:
1. (Product side) brand positioning goals may be partially accomplished through
event sponsorship. However, the potential to transfer an image inconsistent
with positioning goals also exists.
2. (Event side) the image transfer findings suggest that an opportunity exists for
event managers to differentiate their events based on the image they convey
3. (Event and brand) A match between the event and product can be made
stronger, and then the resulting image transfer will be more pronounced.
I personally agree on how the study was able to highlight the Importance of
endorsements and events sponsorships and the value it can bring to the business.
In determining the right endorser or event to sponsor, companies should consider
its corporate values and brand image and ensure there is strong match between the
two. Consumers value the image of the endorses or the relevance of the event that
they associate in their personal lives.
Take for example ALDUB. Their image and packaging as a love team has
commanded strong brand image to the products they endorse. Similarly negative
association to endorsers such as scandals/inappropriate actions of athletes

endorsing Nike (ie Tiger Woods and Manny Pacquio) allowed other competing
brands capture their market and improve competitors brand image.
True enough, marketers and business leaders should proactively review their
associations with their endorsers and sponsorships considering both the damaging
and uplifting impact of these factors in the companys brand image and awareness.