"Event branding emphasizes image. Companies with strong existing brands need to maintain dominance and positioning, while firms lacking brand recognition must make a name within their competitive space. When it comes to the event execution, almost everything I create is branded—from the preplanning phase, to onsite to post-event activities. Branding requires a formula, and it affects every touch point throughout the event"
— Allison Saget in “The Event Marketing Handbook”
