Large-scale Activities Planning Enhancing The Brand Value Research

Enterprises set up brand-sponsored activities by taking advantage of the influence of large-scale activities. The public influence and attractive of Large-scale activities are the basis of enhancing its brand value. Using the high degree of social concern on large-scale activities, Enterprises take large-scale activities as the dissemination of vector, Structures to enhance the value of corporate brand platform. Through various channels to enhance consumer brand awareness and loyalty, Expand brand awareness and positive association, So as to enhance the corporate brand value. Enterprises and the society eventually will be benefited greatly.In this paper, firstly, it analyzed the theoretical system of brand value from the related theory between the large-scale activities planning and the original concept of the brand value, created a model for enhancing brand value based on large-scale activities plan. Then it analyzed that large-scale marketing activities of enterprises planning to the effectiveness for upgrade brand value, and put forward the problem Chinese companies should be noted through the sponsorship of major events in the brand value. Finally, this paper took China Mobile sponsored the 2008 Beijing Olympics as an example to verify the activity of large-scale enterprises to enhance brand value and put forward large-scale activities can enhance the brand value of the appropriate strategies and specified the right direction for planning large-scale Chinese enterprises to enhance brand Value.