Formula One

24819 WordsAug 28, 2010100 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…show more content…
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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