ShortBrandSponsorship要点.ppt

Sponsorship/Celebrity Endorsment Housekeeping New Developments Reprise of Session VIII Advertising Today’s Topic Leveraging Secondary Associations to Build the Brand Sponsorship/Celebrity Endorsement New Developments Monopoly – revitalising an Old Brand Disney Version Nottingham Version Metropolitan Police Patent, Trademark the helmet and badge Already done by the NYPD Yao Ming Birthdate: 9/12/80NBA Position: CenterTeam: Shanghai SharksEducation: Shanghai Sports CollegeHt: 7-5Wt: 295Hometown: Shanghai, China Who Wants a Piece of the Action?? ????????????????????????????????????????????? Sponsorship’s Scope Estimated World-wide spend on Advertising is ￡19 billion and growing (1999 estimate). In the UK 2000, Arts sponsorship = ￡141m (+23% 98/99), Sports sponsorship = ￡377m (+5% 98/99) : 2002 = ￡1 billion on sport alone FIFA suggests soccer generates $200 billion economic activity p.a.. The World Cup generates audiences in excess of 30 billion. @ 1 in 3 people on the planet watched the final May be efficient (i.e.target market match - Rolex Yaughting, Man. U. Vodaphone). May be Effective:- 1. In Raising Awareness e.g. Martell and Cornhill 2. Emotional (excitement) involvement with event breaks through filtering and market ‘noise’ Sponsorship Benefits (over the other Promo Mix Elements) Sponsorship Benefits Continued Allows for Brand Image Transfer (Autoglass and Chelsea, Volvo and Tennis/Golf) Motivates Internal Marketers Corporate Hospitality Options Newsworthiness/Relevance Leverage potential External Sponsorship Influences-Domain Arts, Sport, Charities, Media etc. Differing ‘Personalities’ (Swatch v Royal Bank of Scotland) Differences in Perceived Altruism v Commercialism Emotional ‘Power’ Brands Sponsorship Category Brand Image Transfer HIGH-BROW ARTS MASS ARTS ENVIRONMENTAL PROGRAMMES HEALTHY, YOUNG, ENERGETIC, FAST, VIBRANT, MASCULINE SOPHISTICATED, ELITE, DISCRIMINATING, UP-MARKET, SERIOUS, PRETENTIOUS YOUNG, ACCESSIBLE, FRIENDLY, CURRENT, INNO