In what extent event marketing can be used as a pathway in order to reach brand-building success? : the case of the Red Bull Sport Marketing Events and the example of ‘the Red Bull Can you Make it?’

Abstract

The following paper has been realized as a part of the Final Thesis work as a Double Degree Student in Strategic Management in the Belgrano University in Buenos Aires. This work is seen for the author a continuity of an investigation work regarding to multinational companies branding strategies. In this paper, the author focuses on the use of event marketing strategies as a patchway in order to reach brand success, according to the contemporary change in consumer behavior paradigm.