Corporate Logos For Sale: How To Capture The Real Value From Sponsorship Marketing

Topics:
Strategy Formulation
Tags:
Marketing,
Marketing Research
Source:
A.T. Kearney

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Overview: This article discusses the emerging strategies that companies must employ to capture the value of their sponsorship marketing programs. Based on research, and work with global sports organizations and consumer products companies, it offers the perspective on how to increase the value of a corporate sponsorship portfolio. Corporate sponsorship can be increased through aligning the property with business objectives, measuring and quantifying performance, select and renew properties, designing a solid activation strategy. Hence, Sponsorship marketing is a medium that corporations can use to build brand awareness and customer loyalty. Companies that develop an integrated marketing plan, using sponsorship marketing and a related activation strategy as important components of their overall plan, are the most successful over the long term.

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Format: PDF | Size: 1,720KB | Date: Jan 2003 | Pages: 19

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