Know-How Exchange : Branding

Are you refering to branding the event or the sponsor? Either way, the answer is YES!!

Anytime a sponsored event is structured, the issue of a temporay co-branding arises. You have to take into consideration if you want your brand to be associated with the event and vice versa.

For Example: You would not want to sponsor an anti-abortion event if you were Pepsi Co. This is purely hypothetical, but you can see what I mean about association.

Another example is complimentary co-branding or basically just another form of PR. This would invovle sponsoring a local charity event in order to get recognition as a caring, compassionate, organization.

Check out www.brandchannel.com and some of the branding articles on this site if you need to dig a little deeper.

Good Luck!