THE ROLE OF NSA 80TH ANNIVERSARY CELEBRATION EVENTS AS A TOOL FOR MAINTAINING INSTITUTIONAL BRAND LOYALTY

Abstract

Creating a distinctive brand (employer, company, sports, etc.), achieving a corporate image and reputation as subsequent strategic processes require knowledge of key management activities. Considering educational institutions as a brand becomes a prerequisite for their successful adaptation to today's changing customer demands, highly competitive environment, and the specific conditions in which they operate. The purpose of this study is to analyze the initiatives related to the celebration of 80th Anniversary of NSA as a tool to maintain institutional brand loyalty. The objects of study are the means, PR activities including special events, celebrations, etc. that the institution uses to maintain its brand image. The qualitative methods "Case study" and structured interviews with experts in event organization as well as participant observation were used to implement the study. Based on the collected information, a typology of the events was made according to key criteria: according to the subject matter, according to the scale, according to the needs of the target audience, etc. In addition, a model for the implementation of integrated marketing communications related to the celebrations is outlined.

Keywords

• event marketing
• brand management
• brand image
• publicity
• integrated marketing communications