Sponsoring Effects on Brand Equity: An Integrated Model of Analysis and Evaluation

Brand equity building is a long-term strategic activity. This article builds on a model that conceptualizes 'Brand Equity Building' through sponsoring activities. Brand equity is embedded in brand loyalty, greater awareness, visibility, and a reinforced brand image. The process of brand equity creation through sponsorship depends on various factors, some external and out of the control of the sponsoring brand, and others under management's control, such as the duration of sponsoring engagement and communication efforts. This article discusses these factors and incorporates them into the existing model of brand equity creation.