ASB-4530 Global Brand Management: Bassett Events Marketing Program

This report outlines a global brand marketing program designed to build brand equity for Bassett Events Inc. from 2022 to 2024. It emphasizes the role of marketing in raising brand awareness and enhancing the perceived value of the company's services. The report discusses the importance of marketing planning, including researching the target market and utilizing various techniques such as online booking systems and post-event activities to enhance customer satisfaction. It also explores the five P's of marketing (Product, Price, Place, Promotion) and their application to Bassett Events Inc., along with the associate network model and brand value chain analysis. The report concludes that effective brand management and marketing strategies are crucial for the company's success in increasing its market share and revenue generation.

Course
GLOBAL BRAND MANAGEMENT.

EXECUTIVE SUMMARY
Global brand management refers to a function of marketing which uses tools and
techniques that helps in increasing the perceived value of the products and services offered
globally over a period of time. In case of brand management and raising of brand awareness
marketing plays an important role. This is because with the aspect of marketing the company
would able to raise the awareness among the customers regarding its product and services. With
the aspect of brand management the perceived value of the product and service of the company
would be able to get enhanced and raised. Also, brand equity plays an important role in
increasing the brand awareness of the company. This reports shows that with proper marketing
planning it will help Bassett Events company in enhancing its brand equity and will help the
company in also increasing its brand awareness among the target market so that is can increase it
sales volume by higher profit maximisation. Also, the company uses the marketing mix
strategies in increasing awareness amongs its target audience. This will help the company in
increasing its visibility globally with higher generation of profits and sales.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Global brand management refers to the marketing strategies used globally for
maintaining and improving the brand awareness by adding value and reputation of the brand and
its services over a period (Sushkevich, 2021). It helps in building and nurturing relationship
between the company and its target audience.
Bassett Events Inc is a boutique event management company. It was started in 2000 by
Jennifer Bassett. It specializes in creating exceptionally outstanding events for corporate and
private clients. It organizes customized events that reflects the personality of every clients
(Bassett Events Inc.: When Luxury Event Management is an Art!, 2021).
This report shows the global brand marketing program for building the brand equity of
the company.
MAIN BODY
Event management is described as organising, planning and effectively and efficiently
using the resources to meet the specific objectives and goals of the event. It is considered one of
the most effective tool in marketing as it directly connects with the target audience (Steenkamp,
2020). It is itself an industry. The objectives of the events should always be specific that it
should be determined by SMART.
Marketing planning
Marketing is one of the most crucial element when it comes to marketing. For hosting a
successful event, The Bassett Events Inc needs to make sure that they are meeting the target goal
of the events being organized. The goal will only be achieved when there is enough consumers
attending the event (Majerova and et.al. 2020). Thus, creating a positive brand equity, where
clients will be willingly paying higher prices for the services rendered. This will help the
company in increasing profits in the next two years that with higher brand equity it will receive
higher market value. Thus, will help the company in enhancing its visibility which will
automatically increase its profits.
For making an effective marketing planning the company needs to research on the target
market (Paul, 2019). That is it can promoted with the help of radio, television, social networks
etc. one of the main objective of marketing planning is to make events as convenient as possible
for its clients. Bassett Events Inc can use various techniques such as:
 Online booking systems.

 Ticketing agencies.
 Post event activities.
That is with the use of various techniques it will be more effective, fast and convenient
for the organisation as well as the customers and thus will enhance the brand equity of the
company by providing higher level of satisfaction to its clients.
Implementation and Evaluation
Once the marketing planning is completed, the company need to acquire the resources for
hosting the events. Theme is chosen for the event to eliminate nay uncertainties depending upon
the content and size of the events (Roper, and Iglesias, 2018) Evaluation is the last stage of the
process. Where feedbacks of the customers are analysed and on that the promotional activities
are to be built.
THE FIVE P's
Marketing is all about ensuing, facilitating, accelerating, shortening and opening the sale
cycle. Bassett Event Inc main objective through hosting events is to recognition of their brand,
thought leadership and lead generation. And all this can be achieved only when there is enough
target audience during the events (Mogaji, 2021). That is why marketing plays a crucial role in
making sure that customers know the whereabouts of the company. With the help of the five P's
Bassett Events Inc can targets its audience in an effective manner that h\will help in raising brand
equity of the company by raising awareness.
Outlining brand marketing programme
PRODUCT
When a product is clearly defined then only the company can make strategic decisions
regarding attracting the target audiences through its place, price and public relation and
positioning strategies (Kim, and Wang, 2021). In the event management industry the product is
the set of tangible services that are designed for satisfying the needs of the clients and the
intangible leisure experiences. With the use of this strategy Bassett Events Inc will be able to
generate higher profits by increasing its sales through higher participation of its customers. This
will not only help in strengthening its market value but it will also help in adding value to its
products and services. Thus, creating brand equity for the company.

PRICE
Price is one of the most crucial element of event marketing. It is one of the main duties of
an event company in understanding the relation between the revenue generation and the
operational costs. The company has to make sure that the budget include all the operational cost
of the event been organised. It has to be done on the basis of target market's price
competitiveness. So that competition can be identified and the price that clients are willing to
pay. Bassett Events should use a pricing strategy according to the event objectives. For example:
a market oriented event such as 4 days music fest will price tickets according to its validity that
is high prices for 4 days working tickets in compared to certain day ticket out of four. At the
same time a revenue oriented event will be focusing on generation of highest revenue by
charging high prices to the target audience that is willing to pay.
PLACE
It refers to the venue where an event takes place and where customers can purchase
tickets. It is one of the most important component in the marketing mix. It is very crucial for
companies to select a venue where the event will be organised that will be most suitable and
convenient for the target audience. The logistical of the place is also important that is proper
construction of stage and other resources that are required like staff, materials, food etc. with a
proper place it will help the company in increasing its brand equity with organisation of effective
events that will help in increasing its visibility thus, will enhance its market share.
PROMOTION
In the marketing mix promotion is one of the most element of the mix. It is a tool that
helps the company in stirring up of interest in the organisation. One of the most traditional toll
that Bassett Events Inc can use is the advertising that is to attract the target audience it can use
various medium of advertising like magazines, billboards, television, radio, websites, bus stops.
Also, it can use the promotional technique of speciality advertisement that is through mascots
and logos. Also with usage of social media platforms it will help the company in higher
interaction with the audiences and will help in increasing its market reach.
So the company, should inculcate a marketing plan that will have an effective pricing
policy, proper place, appropriate promotion activities and efficient place strategy. This will help
the company in the year 2022-2024 to achieve higher success with increasing brand equity. Also,

it will provide the company with a competitive advantage that will help the company in
increasing its market share by grabbing the growth opportunities first. Thus, it will help the
company increasing its share market and revenue generation in the upcoming years of 2022-
2024.
Associate network model
It is a brand equity model that is used by companies in information nods linked with the
brand node in the memory (Kim, 2021). With the use of this model it will help the Bassett Events
Inc in enhancing its brand image and will also help them increasing its brand awareness in the
target market. Also, it will help the company in enhancing its brand recognition with consumer
ability of recognising the brand before. And recalling the brand and retrieving the memory of the
brand as a cue.
Brand Awareness- It refers to the customer ability to recognize and identity a brand among all
the different brands. Brand awareness is indicated by the strength and size of the nodes of that
memory. Company should increase its brand awareness do that it can help them to implement
their marketing strategy appropriately in the years 2022-2024 so that there can be higher profits
and growth of the company.
Brand equity: It refers to the value premium that an organization generates through its products
and services with the recognizable name when it is compared to other businesses. It is very
important that company has a positive brand equity so that the customer will be willing to pay
higher prices for the services which are offered by Bassett Event Inc.
Brand Image- It refers to the customers association and perception about the brand. The brand
image is represented by the links of the company's name node to other informational nodes. With
a positive brand image it will help the company in achieving great success and growth in the
upcoming years and help the company in enhancing its visibility.
Brand value chain
It is a structured approach in assessing outcomes and sources of the brand equity and
marketing activities by creating brand value. It comprises of four stages that are marketing
program investment, customer mind set, market performance and shareholder value. The Bassett
Events Inc should use the value chain analysis for enhancement in the brand equity of its
company. That is with use of this analysis it will help to id4entify the various needs and

requirements for the brand equity. Also, it will help the company in building and strengthening
its brand equity.
CONCLUSION
From the above report it can be analysed that brand management is the proper planning,
organizing of marketing strategies globally keeping in mind the resources so that objectives of
the company can be fulfilled. Marketing planning is one of the most crucial element in success of
an organization. With proper tools and techniques it will help the company in connecting with its
audience. Also, it can be summarized that Bassett Events Inc can use the marketing mix which
will helps the company in enhancing its audience reach which will automatically results in higher
generation of profits. Thus, will help the company in strengthening its brand equity.

REFERENCES
Books and journals
Kim, H.G., Chun, W. and Wang, Z., 2021. Multiple-dimensions of corporate social responsibility
and global brand value: a stakeholder theory perspective. Journal of Marketing Theory
and Practice. pp.1-14.
Kim, H.G., Chun, W. and Wang, Z., 2021. Multiple-dimensions of corporate social responsibility
and global brand value: a stakeholder theory perspective. Journal of Marketing Theory
and Practice. pp.1-14.
Majerova and et.al., 2020. Sustainable brand management of alimentary
goods. Sustainability. 12(2). p.556.
Mogaji, E., 2021. Introduction to Brand Management. In Brand Management (pp. 1-20).
Palgrave Macmillan, Cham.
Paul, J., 2019. Masstige model and measure for brand management. European Management
Journal. 37(3). pp.299-312.
Roper, S., Lim, M. and Iglesias, O., 2018. ‘Brands that do Good’(11th global brand conference),
University of Bradford School of Management.
Steenkamp, J.B.E., 2020. Global brand building and management in the digital age. Journal of
International Marketing. 28(1). pp.13-27.
Sushkevich, E.A., 2021. Global Brand Management: the curriculum of the educational institution
of higher education in the academic discipline for the major 1-26 80 05" Marketing".
Online references
Bassett Events Inc.: When Luxury Event Management is an Art!, 2021. [Online]. Available
through <https://www.insightssuccess.com/bassett-events-inc-when-luxury-event-management-
is-an-art/>