Applying theory to practice, the primary function of the marketing company is to create brand that is relatable to people. The brand logo and phrase must be very simple that all people can understand it. It should not be in such a way that the people should use their minds to understand the meaning of the brand (Erdem, and Swait, 1998). The marketing of the product or service should be so powerful that the people should feel a sense of superiority and a delight on just purchasing the product. In this digital world there are many avenues to promote a product. It is important that the marketing company utilizes all those tools to spread the word about the product (Balmer, 2003). The company can do the brand loyalty and brand value development by creating events to advertise the products. In this context it can be said that there is an advantage of the business being an events industry business as it will offer much opportunities for AM to create stalls for brand promotion when they organize an event. This could be a form of affiliate marketing, where in catering for business events or corporate events, AM can sell its logo to consumers that attend the event.