The Role of Event Management in the Formation of the Organizational Brand

Nowadays the competition in the market of goods and services is constantly growing. Organizations have to look for new ways to attract the key audience and make their brand respected and recognized. Event management is one of the newest and the most effective marketing tools that organizations implement. The purpose of the research is to identify the role of event management for the organizational brand using the example of Faculty of Social Sciences of HSE. The paper highlights the theoretical foundations of the organizational brand and event management. The role and importance of the brand for both commercial organizations and public sector organizations, including Universities, are defined. As part of the study, a survey was conducted among applicants, students and graduates of the Faculty of Social Sciences of HSE, that helped to identify events that contribute to the formation of a favorable brand. All in all, the paper reviewed the brand of the Faculty of Social Sciences of HSE, described the system and role of event management for the Faculty, and identified the most effective events that affect the formation of a favorable brand. Key words: brand, event management, brand strategy, brand of the University, marketing communication tools.