Formula One

24819 Words100 Pages
FORMULA ONE SPONSORSHIPS
AS A FACTOR IN ENHANCING BRAND IMAGE AND BRAND AWARENESS FOR GLOBAL COMPANIES

ABSTRACT

During the last decade, Formula One Grand Prix races have attracted extensive media expo-sure, turning the event into an ideal platform for companies operating in the global market. The major branding opportunities, offered by Formula One teams have magnetised billions of sponsorship dollars.
This dissertation investigates the cause/effect relationship between Formula One sponsor- ships, enhanced brand image and increased brand awareness. Thereby exploring the possible connection between Formula One sponsorships and brand equity.
The dissertation offers an extensive literature review connecting sport sponsorship, in
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T A B L E O F C O N T E N T S

COVER PAGE …………….……………………………………………………… I
RELEASE FORM …………………………………………………………………. II
APPROVAL FORM …………………………………………………………….… III
DEDICATION ……………………………………………………………………. IV
ABSTRACT ........................................................................................................... V
ACKNOWLEDGEMENTS ……………………………………………………….. VI
TABLE OF CONTENTS …………………………………………………………. VII
LIST OF TABLES ………………………………………………………………… VIII
LIST OF FIGURES ……………………………………………………………….. IX
LIST OF APPENDICES…………………………………………………………… X

CHAPTER I : INTRODUCTION
1. BACKGROUND TO THE STUDY ………………………………………….1
2. STATEMENT OF THE PROBLEM …………………………………………..2
3. RESEARCH OBJECTIVES …………………………………………………....3
4. RESEARCH QUESTIONS/ SUB-PROBLEMS ……………………………….3
5. SIGNIFICANCE OF THE STUDY …………………………………………....4
6. ASSUMPTION …………………………………………………………………4
7. DEFINITION OF TERMS ……………………………………………………..4
8. DELIMITATION OF THE STUDY …………………………………………...5
9. LIMITATIONS …………………………………………………………………6
10. CHAPTER SUMMARY …………………………………………………...9

CHAPTER II : LITERATURE REVIEW
2.0 INTRODUCTION ………………………………………………………………10
2.1 BRAND CONCEPT …………………………………………………………….10
2.1.1 Brand Definition ………………………………………………………………10
2.1.2 Importance of Branding ……………………………………………………....11
2.1.3 Brand Equity ………………………………………………………………….13
2.1.3.1 Brand Awareness …………………………………………………………...14
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