Developing the brand awareness of Events by Haaga-Helia
Kim, Minhwa; Ferrari, Francesco (2019)
Kim, Minhwa
Ferrari, Francesco
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019110720787
https://urn.fi/URN:NBN:fi:amk-2019110720787
Tiivistelmä
The objective of this thesis is to develop the brand awareness of Events by Haaga-Helia.
These day universities such as Haaga-Helia University of Applied Sciences function as any other business, and therefore successful branding with an effective event marketing plan is now considered both highly relevant and essential.
Just like many other businesses, Haaga-Helia is on its way to establish its own brand as an event stakeholder. This brand, referred to as Events by Haaga-Helia, includes all events hosted on Porvoo campus by Haaga-Helia students and staff.
This thesis aims at evaluating the current brand awareness of Events by Haaga-Helia and providing the suggestions to improve it further. To do that, the thesis relies on two Haaga- Helia Events: Digi Day 2019 and Alumni 2019.
The theoretical framework covers events, event marketing and branding with subtopics such as brand activation, strategic brand building and brand awareness. The methodology in- cludes both quantitative and qualitative research, where the data is collected through sur- veys, social media channels and other tools.
The results show that the branding strategy and event marketing of Events by Haaga-Helia are perceived to be weak. The thesis suggests several changes towards a stronger brand development, such as new ways of marketing with more involvement of the consumers.
These day universities such as Haaga-Helia University of Applied Sciences function as any other business, and therefore successful branding with an effective event marketing plan is now considered both highly relevant and essential.
Just like many other businesses, Haaga-Helia is on its way to establish its own brand as an event stakeholder. This brand, referred to as Events by Haaga-Helia, includes all events hosted on Porvoo campus by Haaga-Helia students and staff.
This thesis aims at evaluating the current brand awareness of Events by Haaga-Helia and providing the suggestions to improve it further. To do that, the thesis relies on two Haaga- Helia Events: Digi Day 2019 and Alumni 2019.
The theoretical framework covers events, event marketing and branding with subtopics such as brand activation, strategic brand building and brand awareness. The methodology in- cludes both quantitative and qualitative research, where the data is collected through sur- veys, social media channels and other tools.
The results show that the branding strategy and event marketing of Events by Haaga-Helia are perceived to be weak. The thesis suggests several changes towards a stronger brand development, such as new ways of marketing with more involvement of the consumers.