联想年度Sponsorship_chn2.pptVIP

嘉士伯与足球 Conclusion结论 In most cases sponsorship are all about using the sponsorship to generate awareness for a brand 通常情况下，赞助商通过赞助某活动来提高品牌知名度 In some cases the sponsorship is leveraged to build core brand values 在某些情况下，赞助商通过赞助活动来建立品牌的核心价值 Sales effect if any are indirect except for some tactical promotions除了战术性促销活动外，以上两种形式都不能给销售带来直接的影响 Leveraging an event如何利用活动赞助 How does an event differ“活动”赞助这一传播形式的特点 One time hype versus continuous news 一次性的广告宣传与长期的新闻效应 Typhoon versus Steady Rain 龙卷风与连阴雨 Event Opportunity活动的机会点 Piggybacking on an event to reach a global audience 利用所赞助的活动使全世界观众认识该品牌 Utilize the event as an unification and motivation for associates 对内部员工的激励和自豪感 Two kinds of brands两类品牌 a) Global brands that need to reinforce their ‘global’, ‘leadership’ and ‘omnipresent’ values (Coke, McDonalds, Kodak etc) 全球性的品牌需要强调他们的“全球性”，“领导地位”以及“无处不在”。如可乐，麦当劳，柯达等品牌 b) Brands which would like to use the event to catapult onto the global stage (Samsung during the 1998 Olympics) 另外一些品牌利用大的活动赞助使自己登上世界的舞台如：1998年奥运会的三星品牌 Two kinds of models两种模式 Brand Salience品牌个性 Ensuring that the brand name stays top of mind among younger consumers. Primarily used by global FMCG companies, eg. Coca Cola 确保品牌在年轻人心目中占有首要地位，这种做法通常被全球性的快速消费品所采用。如，可口可乐 Brand Equity品牌资产 Leveraging the event to build/reinforce brand equity. Eg. Kodak as the official photographer for the Olympics. (Olympics has many memorable photographic moments which can reinforce the ‘Kodak Moments’ equity 利用赞助的活动来建立/强化品牌资产。这要求品牌的资产与该活动能构成紧密联系 如：柯达作为奥运会的官方指定胶卷（奥运会拥有许多值得记忆的经典时刻，这正可以强化柯达的“柯达一刻”的品牌资产） Sales Effect销售效果 Incidental rather than Central to a sponsorship event 对一项所赞助活动来说，销售效果的角色是一个配角，而非主角 Mainly through tactical promotion 主要通过地面的战术性促销进行 Technology Brands科技品牌 Technology brands and event sponsorship科技品牌与活动赞助 An opportunity of building awareness amongst the general audience globally, eg. Samsung in 2000 Olympics 一个在全球观众中建立品牌知名度的机会。如：2000年奥运会上的三星 An opportunity to reinforce technological credentials, eg. Toshiba du