Efficiency of Brand Communication through Sponsored Events

This paper focuses on event marketing, namely how the process of remembering brands, which are presented at events, is carried out by guests. The research is dedicated to the influence of brands’ activities at self-sponsored events. The author concludes that as of today marketing does not have performance indicators which demonstrate the full picture of marketing strategies, in which the brand is integrated into the event. The object of research is advertising activations of sponsor brands at the event. The subject of the research is the memorability of sponsor brands by the guests of the event. The researcher will collect all the necessary data independently using an online survey. As a result, 1056 respondents took part in the survey. The analysis included 803 questionnaires. The questionnaires were analysed using SPSS version 25.0. The result of this work allowed us to formulate recommendations for sponsorship and derive a mathematical formula for measuring brand memory. The work is divided into 6 parts: The introduction, which describes the background and design of the study, the main body with the analysis of the literature and description of methodology, the Third Chapter describes the analysis of the collected data, the Fourth Chapter contains recommendations for sponsorship and a formula for measuring brand memory, and the final part with references to the literature and an Appendix.