Brand Strategy Management Focussing Customers: The Strategic Use of Sport Sponsorship in Service Industry

Topics:
Brand Management,
Brand Strategy
Tags:
Barcelona,
Brand,
Brand Equity,
Brand Strategy,
Branding,
Industry,
Marketing,
Sponsorship
Source:
Universitat de Barcelona

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Overview: Sponsorship is getting a major contributor to the achievement of corporate strategic goals and marketers are progressively acknowledging in it not only new communication elements but also an outperformance if compared with advertisement or other traditional marketing practices due to factors as legal constraints for polemical products, clutter, zapping in medias and the increase of leisure time devoted to sports. This paper focuses the implications of sport sponsorship in the brand management of service-oriented firms when the aim is to create or modify the customer's brand equity perception.

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Format: PDF | Size: 174KB | Date: Jun 2006 | Pages: 28

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