When it comes to event marketing, brands often rely on their trademarks to create lasting impressions and establish a sense of trust and familiarity with their audiences. A well-recognised trademark becomes the face of the brand, and when combined with event marketing, it can have a powerful impact on brand awareness, loyalty, and consumer engagement. Let’s dive into the relationship between brand trademarks and event marketing by exploring real-life examples from global giants like Pepsi, Coca-Cola, and Red Bull.
Image of logos from Gestalt Law : https://www.gestalt.law/insights/trademarks-an-overview
A brand trademark is any symbol, word, logo, slogan, or combination thereof that distinguishes a company's goods or services from those of others. It's a form of intellectual property that legally protects the brand’s identity (BI). When people see a logo or hear a slogan like Coca-Cola's iconic script or Red Bull’s "gives you wings," they instantly recognise the brand.
In marketing, especially event marketing, trademarks play a crucial role in creating an emotional connection with consumers. They serve as a visual and symbolic representation of the brand's promises, values, and identity.
Event marketing is all about creating experiences that resonate with an audience. Whether it’s a B2C one like a concert, sports event, and a market, or a B2B one like a product launch, a trade show, and a conference, brands use events as a powerful tool to engage consumers in a real-world setting. When brand trademarks are prominently featured in these events, they reinforce brand identity and make the experience even more memorable.
A well-executed event marketing campaign incorporates the brand’s trademark to trigger recognition and reinforce the brand’s presence. Here’s how major companies have effectively used their trademarks in event marketing:
Image of Pepsi logo from Prepared Foods : https://www.preparedfoods.com/articles/129003-pepsi-rolls-out-new-look
Pepsi has long been a master of integrating its brand into pop culture through event marketing. From sponsoring major music festivals to hosting its own branded events like the Pepsi Super Bowl Halftime Show, Pepsi has successfully leveraged its trademark—most notably the blue, red, and white globe logo.
Image of Pepsi Super Bowl Halftime Show from AdAge : https://adage.com/article/special-report-super-bowl/pepsi-hypes-super-bowl-halftime-show-dr-dre-snoop-dogg/2394201
One of Pepsi's most iconic event marketing efforts is its sponsorship of the Super Bowl Halftime Show. The event is watched by millions around the globe, making it the perfect platform to reinforce the brand's identity. During the show, Pepsi’s logo is omnipresent—from the stage design to the ads that air during the game. Pepsi uses this opportunity to remind consumers that it’s not just a soft drink, but a key player in entertainment and pop culture.
Pepsi's success lies in how it integrates its trademark into high-visibility events, making its brand synonymous with global entertainment. The consistent presence of the Pepsi logo in these events cements the brand's association with fun, excitement, and celebration.
Image of Coca Cola logo from Edigital Agency : https://www.edigitalagency.com.au/logos/new-coca-cola-logo-png/
Coca-Cola is a brand that has mastered emotional branding, using its trademark as a symbol of happiness and togetherness. The company has long employed event marketing as a way to connect emotionally with consumers, often tapping into shared moments and values that resonate deeply.
Image of FIFA World Cup Sponsorship by Coca Cola from Coca Cola Company : https://www.coca-colacompany.com/media-center/coca-cola-believing-is-magic-with-fifa-world-cup-2022-campaign
Coca-Cola’s sponsorship of the FIFA World Cup is a stellar example of how a brand can use its trademark in event marketing to establish deep emotional connections. At every World Cup, the brand's distinctive red logo and campaigns are seen in stadiums, on merchandise, and throughout marketing materials. Coca-Cola also releases limited-edition packaging tied to the event, further ingraining its brand in the minds of consumers as they associate the excitement of the World Cup with Coca-Cola’s product.
Coca-Cola capitalises on globally shared experiences like sports to evoke feelings of joy and unity, ensuring that its brand is not just seen, but felt. Its event marketing strategies effectively reinforce its trademark as a symbol of happiness.
Image of Red Bull logo from 1000 Logos : https://1000logos.net/red-bull-logo/
When you think of Red Bull, images of extreme sports and adrenaline-fueled events probably come to mind. The brand’s marketing approach is heavily focused on experiences, and it uses its trademark to symbolise energy, excitement, and pushing limits.
Image of Red Bull Stratos from PrimeVideo : https://www.primevideo.com/-/th/detail/Space-Jump-How-Red-Bull-Stratos-Captured-the-Worlds-Attention/0TRDQYOP5ZF6LDWVGXEMZAKDZQ
One of Red Bull’s most famous event marketing stunts was the Red Bull Stratos—the space jump by Felix Baumgartner from the edge of space in 2012. Red Bull's logo and its slogan were featured prominently throughout the event, aligning perfectly with the high-adrenaline theme. The stunt not only received global media coverage but also reinforced Red Bull’s brand as daring and adventurous.
Red Bull’s trademark is closely tied to extreme sports and high-energy activities. By hosting events like Red Bull Stratos or sponsoring extreme sports competitions, Red Bull consistently builds a brand identity that resonates with thrill-seekers and adventurers.
While Pepsi, Coca-Cola, and Red Bull serve as examples of powerful brands in market, the core principles of using brand trademarks in event marketing can apply to businesses of all sizes. Here’s how you can implement these strategies:
Ensure that your trademark is consistently featured throughout the event—on banners, merchandise, digital ads, and more. This helps reinforce your brand’s presence and makes your event more memorable.
Choose events that reflect your brand’s identity and values. Just like Red Bull aligns itself with extreme sports, your brand should partner with events that mirror your mission and resonate with your target audience.
It’s not enough to simply display your logo. Create experiences that connect your brand to the event on a deeper level, whether it’s through exclusive offers, limited-edition products, or interactive activities that tie back to your brand’s message.
Event marketing is a two-way street. Use your trademark to engage with your audience, either through social media campaigns, live interactions, or post-event follow-ups that reinforce your brand's value.
These seem to be very simple to follow but there are things to avoid when using your trademark in events, too. Know them to stay away from them, read this article. > What to Avoid From Using Brand Trademarks in Event Marketing
Event marketing, when combined with a strong brand trademark, can be a powerful tool for building brand recognition, creating emotional connections, and driving consumer loyalty. Whether it’s Pepsi at the Super Bowl, Coca-Cola at the World Cup, or Red Bull sponsoring extreme sports, these companies show us that aligning your brand with the right events and integrating your trademark effectively can make all the difference.
Incorporating your trademark into your event marketing strategy ensures that your brand isn’t just a product or service—it’s a memorable experience. So, whether you're hosting an event or sponsoring one, make sure your trademark is well presented, helping to build your brand’s legacy with every attendee.
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