The Events industry is segregated into many divisions based on the functionality that it serves for the client. Events management and planning is done for corporate businesses, schools and colleges, PR representations and more. This research has selected an organization from the events industry. The organization selected is Amusement Masters Incorporated. Events that are organized for fun, for people to socialize and get to know each other are often filled with fun filled activities. Schools also need academic and play related exercises. Amusement Masters delivers this. With the Amusement masters as a representative of the events industry the research essay analyzes how branding marketing theory has been applied in the company and whether there are any areas of improvement.
Branding is an important element of marketing. It exposes the company to consumers and creates awareness. There are various theories on how brand awareness, personality and more are important for marketing. Here the research utilizes an integrated brand marketing theory. This theory segregates brand marketing into internal, interactive and external marketing. Elements of this theory are applied onto the actual working of Amusement Masters. It is seen in analysis that Amusement Masters has many opportunities to increase its brand awareness. Recommendations are also made for improving its internal marketing.