The Events industry is a highly valued industry. This industry thrives on the necessity for the need for people to socialize in either college, schoolroom settings or at the corporate level or for amusement and entertainment. Even management, event planning, and more are part of the main activities in the event industry. The Events industry is highly diversified and fragmented. The diversification of the industry is mainly because this industry offers a wide array of event services. The fragmentation is because the industry as such is present either as a separate entity or might be present as part of a company or organization.
There are three types of marketing perceptions here that could be applied to strengthen a service brand. The first is that of the external marketing. This is the communications between the organization and the customer. This level of brand awareness is the traditional one, where the organization promises the customer that this type of brand will deliver a certain promise. Interactive marketing is yet another level. Here there are interactions between the people working in the organizations and the customers. The Employees are also part of the organization’s brand marketing, (Ballantyne, and Aitken, 2007) however in this context; their more direct interactions are considered. Internal marketing is marketing as applied internal to the company, between the organization and the employees (Vargo et al, 2004; Stern, 2006). This framework will be used to critically analyze the brand awareness, brand personality and marketing of Amusement Masters Incorporated.