FN ISI Export Format VR 1.0 PT J TI Increase brand awareness with a well-devised trade fair stand AF Wyss, Silvan AU Wyss, S AB This thesis deals with trade fair appearances in the European market. Thereby, it investigates industry benchmarks, major goals and success factors when it comes to exhibiting at a trade fair. In addition, it analyses the current trade fair appearance of the Mammut Sports Group AG and provides the most important elements when for devising their trade fair stand. The results are presented alongside recommendations tailored to the Mammut Sports Group’s brand values with the overall goal of increasing their brand awareness. The research is conducted using literature review and expert interviews. Findings on benchmarks, major goals and success factors are then compared to the current trade fair appearance of the Mammut Sports Group. Based on this analysis, the most important elements for devising their trade fair stand are presented. ER