Are Innovative Events Help to Build Brand Image? A Study on The Daily Prothom Alo Regarding Mathematical Olympiad

Abstract

The following abstract is highlighting the study titled “Are innovative events help to build brand image? “The daily Prothom Alo is a leading Bengali newspaper with highest readership in the country. It has a ‘numbered’ of publications each day which is highest among other ‘number’ of publications in the country. For the past 17 years, Daily Prothom Alo has been organizing mathematical Olympiad for students all over the 64 districts of Bangladesh. At initial stages, a total of 50 thousands of students register all over the country. After a round of selection process, top students who qualify at final round, got a chance to participate in international stages. And there are instances of students after participating, qualify for scholarship for higher studies. The following study tried to elaborate the total programmed flow in light of marketing theories and try to establish a strong connection between the organized events with building a strong brand image. The effect of this particular event giving competitive advantages to Prothom Alo by creating positive impact among current readership, creating new readership among young students, build a strong brand image of being an enabler for a better future. We also try to establish a tangible benefit for Prothom Alo in reflecting on quality management, ROI etc. From both scholastic and practical perspective this research is significant as it has deliberately investigations the components which work for making brand image and competitive advantage, which can be used by different organizations to accomplish "Sustainable Brand Quality" and furthermore the research paper can be utilized as lead for others to think about further in this issue. Keywords: Brand awareness, Event marketing, Brand image, Brand & customer loyalty, DOI: 10.7176/EJBM/12-27-03 Publication date: September 30 th 2020