Measuring the impact of ‘leadership, context, the nature of the event and induced event experience’ on brand creation for the Sevens Wellington Rugby Tournament

<p>Although recurring sports events are held more frequently and by a larger number of cities than one-off events, little research has examined the branding process within large international recurring sports events, nor specifically within the New Zealand context. The research is based off Parent et al.’s (2012) model of brand creation in the context of the Sevens Wellington rugby tournament, which is held at Waitangi weekend in February each year in New Zealand. The research seeks to understand the broader issue of brand creation and brand identity for the tournament and aims to provide qualitative and empirical insights that will influence the continued evolution and strategic management of the brand. This research was conducted within a framework of qualitative exploratory methodology and employed an inductive method, incorporating case study research in the form of face-to-face interviews. Key implications and findings from the case data were then interpreted utilising Stafford Beer’s Viable Systems Model (VSM) as a framework to understand systemic functions, analyse and make sense of the data (Brocklesby & Cummings, 1996). A revised conceptual model of brand creation for the Sevens Wellington is then presented. The research findings have shown the relative importance of each factor in the creation of the Sevens Wellington brand and inform recommendations for the continued evolution of the brand. As a consequence, the NZRU and WRFU will be able to determine how best to create additional value through an enhanced understanding of Parent et al.’s (2012) model and systemic functions. The study has contributed to the literature of brand creation and has also revised Parent et al.’s (2012) model, specifically within the New Zealand and Rugby Sevens contexts. In addition, the study has also contributed to the sport specific event management knowledge and understanding within the New Zealand sport event management context in general.</p>

Measuring the impact of ‘leadership, context, the nature of the event and induced event experience’ on brand creation for the Sevens Wellington Rugby Tournament

<p>Although recurring sports events are held more frequently and by a larger number of cities than one-off events, little research has examined the branding process within large international recurring sports events, nor specifically within the New Zealand context. The research is based off Parent et al.’s (2012) model of brand creation in the context of the Sevens Wellington rugby tournament, which is held at Waitangi weekend in February each year in New Zealand. The research seeks to understand the broader issue of brand creation and brand identity for the tournament and aims to provide qualitative and empirical insights that will influence the continued evolution and strategic management of the brand. This research was conducted within a framework of qualitative exploratory methodology and employed an inductive method, incorporating case study research in the form of face-to-face interviews. Key implications and findings from the case data were then interpreted utilising Stafford Beer’s Viable Systems Model (VSM) as a framework to understand systemic functions, analyse and make sense of the data (Brocklesby & Cummings, 1996). A revised conceptual model of brand creation for the Sevens Wellington is then presented. The research findings have shown the relative importance of each factor in the creation of the Sevens Wellington brand and inform recommendations for the continued evolution of the brand. As a consequence, the NZRU and WRFU will be able to determine how best to create additional value through an enhanced understanding of Parent et al.’s (2012) model and systemic functions. The study has contributed to the literature of brand creation and has also revised Parent et al.’s (2012) model, specifically within the New Zealand and Rugby Sevens contexts. In addition, the study has also contributed to the sport specific event management knowledge and understanding within the New Zealand sport event management context in general.</p>

DIGITAL MARKETING A CATALYST IN CREATING BRAND IMAGE THROUGH CUSTOMER

A famous quote says “Content is fire; social media is gasoline (by Jay Baer). If the product has content and the same can be marketed through various digital sources this will enhance the sales of the company. Through digital marketing nowadays marketers are building relationships through links. This paper speaks in point by point about computerized way of promoting the development and different instruments. Contrast between conventional promoting and advanced showcasing is additionally appeared, how digital marketing can help in making brand with the assistance of different devices getting associated. Brand creation is finished remembering the client, the paper discusses different advances associated with making brand through digital marketing.

МЕТОДИЧНЕ ЗАБЕЗПЕЧЕННЯ СТВОРЕННЯ БРЕНДУ ПІДПРИЄМСТВА ТА ЙОГО ОЦІНЮВАННЯ

The article provides insights into the contemporary issues of company brand creation as a set of management functions to develop brand attributes based on the brand life cycle assessment. The study focuses on the importance of implementing management decisions as to brand creation and promotion subject to the specific stage of its life cycle as well as on the need to pay special emphasis to current position of a brand in a particular time period and the power of its market dominance. From this perspective, the study identifies the following four stages of a brand life cycle: "implementation", "development", "stabilization" and "decline". Making appropriate management decisions will enable a prompt and relevant response to changes in the company internal and external environment as well as contributes to implementing certain processes for effective brand management without excessive financial costs and/or waste of time. A step-by-step algorithm of brand life cycle evaluation is suggested to be carried out using expert assessments, identifying specific brand attributes, linking these indicators together, assessing the significance of selected criteria, and clustering objects to group them by current company brand position. A proposed integrated approach to brand creation and management should be implemented through the synthesis of systemic, substrate, process-based and situational approaches. This integrated approach will enable more effective management performance and will contribute to building a competitive brand at any stage of its life cycle.

Development of visual communications in graphic design

The role of the existence of graphic design as one of the most important ways of conveyance of visual communication in modern society is determined. Visual communications are considered as a process of the need to study the totality of problems, especially those connected with the interaction of the “person – environment” system, meant for conveying visual information. The paper supports the statement that visual communications should be considered as a visual language, by using, it is possible to significantly diversify communicated information in society. The article identifies three types of communication: visual, audiovisual (the image is accompanied by sound content) and animated (a static image becomes dynamic, accompanied by sound). It is concluded that the development of visual communications will help improve the quality of perception of information, which is often associated with a flawlessly elaborated graphic design. The brand creation methods as one of the most important factors in the development of visual communications today in modern society are considered and described in detail.