B2B Event Brand Building (the Case of International Industrial Exhibitions)

Student: Gromova Zlata

Faculty: School of Integrated Communications

Educational Programme: Specialist

Final Grade: 9

Year of Graduation: 2014

The research deals with B2B event brand building process (the case of international industrial exhibitions). In particular, the theoretical issues of branding and B2B event marketing are studied, the survey of the historical development of exhibition industry focusing on industrial exhibitions is conducted, and the analysis of its current state is made. Basing on the studied material and the interviews with exhibition industry experts the foreign and the Russian markets of international industrial exhibitions are analyzed, the key trends are defined, the development of the Russian market is compared to the foreign one. As a result, the recommendations for an international industrial exhibition brand building are formulated, as well as they represent the specific features of the analyzed industry.

Full text (added May 19, 2014) (656.57 Kb)

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