久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

chinadaily.com.cn
left corner left corner
China Daily Website

How much bang for the Olympic buck?

Updated: 2012-07-27 12:14
By Mike Bastin ( China Daily)

How much bang for the Olympic buck?

Chinese firms should make most out of opportunities like the Games for branding

Being one of the official sponsors of the Olympic Games appears at first glance to be the perfect marketing opportunity. The Games are sponsored officially by only 11 multinational companies which pay almost $1 billion (825 million euros) for worldwide marketing rights. This agreement involves rights to sponsorship of both the summer and the winter Games, over a four-year cycle. Seems like an ideal platform to build a corporate brand image. Or is it?

Unlike most other major international sports events, sponsors are prohibited from advertising their brands around the perimeter of Olympic venues. In addition, the official sponsors are not "associated" directly with the Games either when the Games are announced on television nor within the minds of the general public. This is most definitely "The London Olympics" as it was "The Beijing Olympics" in 2008.

Corporate sponsors will argue that their Olympic association has a more subtle effect. They maintain that the Games provide a truly global showcase for their products and services. Sponsorship is also believed to build loyalty among staff who value involvement in Olympics. Not surprisingly, Coca-Cola was one of the early sponsors of the Olympics with uninterrupted sponsorship since the Amsterdam Games of 1928. Furthermore, the beverage giant has already extended its agreement to take it to 2020.

In contrast, the Chinese computing equipment firm Acer is sponsoring this summer's Games for the first time, having already sponsored the 2010 Vancouver Winter Olympics.

Acer's inclusion should now lead the way for more Asian and Chinese companies. The Chinese companies which sponsored the 2008 Beijing Olympics, such as PC maker Lenovo, should learn from Coca-Cola's long-running association.

Procter and Gamble also signed up for a five-Games deal in 2010, the first covering multiple product brands under one corporate brand sponsorship deal. P&G argues that the sheer global reach of the Olympics is an opportunity not to be missed. In particular, P&G has found that the Olympics enables it to reach more potential female consumers. P&G has even gone so far as to quantify the benefit in sales of Olympics sponsorship, claiming that sponsorship of the 2010 Vancouver Winter Olympics was worth an additional $100 million in sales.

Perhaps companies from developing nations can learn most from South Korea's Samsung which has been a sponsor for 15 years and is committed until 2016. The company argues that it is the "excitement" surrounding the Games that provides a boost to all its brands, especially its Galaxy SIII smartphone. In fact, this very passive form of promotion does not offer a possible quantum leap in brand building, for either corporate or product brands. Sponsorship does, however, contribute in the long-term to corporate brand positioning very favorably. More than anything the perception of "trust" and "credibility" results from consistent attachment to the Olympics. Many of China's emerging companies, such as Huawei, Haier and Lenovo, could well benefit from this form of brand building.

Of course, we will see plenty of advertisements at the venues of all Olympic events, placed in what are considered to be camera-catching positions. This form of promotion is far more suitable for individual product brands but will benefit brand awareness far more than brand image due to the fleeting exposure and the viewers' mindset firmly focused on the specific event.

Unlike sponsorship of the overall Games itself, this form of promotion, with repeated exposure during events, could lead to a substantial increase in brand awareness internationally. New product brands will benefit from this promotional activity. Currently China's few international companies rely far too much on corporate branding and, therefore, could consider this an ideal opportunity to introduce a new product brand and instigate an immediate boost in international awareness levels.

Advertising or commercial breaks will also continue to attract huge interest during Olympic coverage and will command far higher fees with a guaranteed audience of around 4 billion watching the Games on TV. Such will be the absorbing nature of Olympic events that many TV viewers' state of mind will not be as passive as usual when watching regular TV programs. Also, TV advertising breaks allow the advertiser to dominate the TV, if only for a minute or so, and potentially engage the viewer emotionally. As a result, this form of brand building during the Olympics offers brand awareness as well as brand image building possibilities.

Brand positioning which includes "excitement", "fun" and "friendship" should "fit" this form of brand advertising. It should be noted that association with the Olympics is not suitable for every product or corporate brand and should only be considered when there is a clear "fit" between desired brand image and the general perception of the Olympics. For example, many prestige brands aim for an image of "exclusivity" yet the Olympics does not carry any such image. Deeply entrenched in the minds of many is the view that the Olympics represent "excitement", "fun", "friendship" and maybe "success".

Finally, companies and their brands also have the choice of sponsoring individual Olympic athletes or certain Olympic teams, before, during and after the Games. Emotional brand positioning, and most brand building strategies now aim for such a position, is most suited to this promotional activity. This is because it is by far the most intimate form of brand promotion and usually requires the Olympic athlete concerned to commit to the endorsement of one brand only, or at least agree not to endorse any of the brand's competitors.

Not that this is a particularly new form of brand promotion. It was as long ago as 1934 that five-times swimming gold medalist and later Tarzan actor Johnny Weissmuller became the first Olympian to endorse Coca-Cola.

The most powerful brands form an intimate friendship with their consumers where the brand takes on an image similar to that of a human personality. Brand association with a specific Olympian is, therefore, an immensely attractive proposition.

Clearly, the trick here is to spot a potential Olympic medalist early and sign him or her up, long term. Nike signed Michael Jordan long before he became a dominant basketball superstar, for example.

China's economic emancipation has also been matched by its emergence as a leading nation in most athletics events. This will continue and, therefore, brand managers around the world should be scrutinizing the current Chinese Olympic team for possible sponsorship opportunities. Up and coming Chinese athletes should also be considered. What better way to penetrate the Asian and Chinese markets?

Sponsorships of individual Olympic athletes who have not won a medal previously are not expensive. Olympic team sponsorship choice is even more cost effective and it is amazing that more brands have not signed up teams over the years. An excellent example is the Association Argentina de Fomento Equino which will promote equestrian champions from Argentina at the London Games and the 2013 World Olympic Congress in Buenos Aires.

Acceptance as an Olympic sponsor, however, is not always easy and often requires good social skills in getting to know the athletes' parents or team business managers. Furthermore, many sophisticated, long-term athletic program sponsors such as Rolex and Omega have exclusivity agreements that require retailers which sell competing lines to get their approval first. In the true Olympic spirit, they usually say yes.

First and foremost, any Olympic brand association has to be considered carefully with clear "fit" between brand position and Olympic image. Ideally, finances permitting, Olympic association should include a variety of sponsorship and advertising activities and not rely solely on one.

The London Olympics could provide plenty of brand building bang for your buck but one swallow does not make a summer!

The author is a researcher at Nottingham University's School of Contemporary Chinese Studies. The views do not necessarily reflect those of China Daily.

(China Daily 07/27/2012 page10)

 
8.03K
 
...
...
...
久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

    国产精品理论在线观看| 亚洲综合久久av| 99久免费精品视频在线观看| 亚洲人精品午夜| 欧美性一二三区| 免费成人在线观看视频| 久久久久久综合| av在线不卡观看免费观看| 夜夜精品视频一区二区| 欧美一区二区啪啪| 国产老女人精品毛片久久| 亚洲欧洲日韩综合一区二区| 欧美日韩亚洲丝袜制服| 久久av资源站| 中文字幕在线不卡国产视频| 欧美无人高清视频在线观看| 理论片日本一区| 国产精品久线观看视频| 欧美在线观看18| 九九国产精品视频| 亚洲人成影院在线观看| 91精品午夜视频| 高清成人在线观看| 亚洲成av人片一区二区三区 | 欧美日韩高清不卡| 国产精品主播直播| 亚洲小少妇裸体bbw| 精品久久久久久久久久久久包黑料| 成人性生交大片免费| 亚洲妇女屁股眼交7| 久久久91精品国产一区二区精品| 国产精品免费久久| 欧美在线观看视频在线| 国产精品白丝jk黑袜喷水| 亚洲一区二区高清| 国产丝袜在线精品| 69久久99精品久久久久婷婷| 不卡一区在线观看| 久久精品国产亚洲aⅴ| 亚洲精品欧美激情| 久久综合久久久久88| 欧美三级电影在线看| 丁香婷婷综合五月| 日本在线不卡一区| 亚洲美女视频在线| 国产三级一区二区| 91精品一区二区三区在线观看| 99久久久精品| 国产麻豆精品在线观看| 视频一区欧美精品| 亚洲精品美国一| 中文字幕免费不卡| 欧美成人女星排名| 在线精品视频免费观看| 国产91丝袜在线观看| 蜜桃久久精品一区二区| 亚洲一区在线视频| 中文字幕一区二区三区四区| 久久色.com| 欧美一区二区三区男人的天堂| 色婷婷av一区二区三区gif| 国产a区久久久| 久久99久久精品| 日韩黄色片在线观看| 亚洲在线中文字幕| 亚洲日本青草视频在线怡红院| 久久久精品日韩欧美| 日韩一区二区不卡| 欧美精品日韩精品| 欧美日韩一区二区三区高清| 色综合天天狠狠| 成人国产精品免费| 国产精品亚洲а∨天堂免在线| 日本成人中文字幕在线视频 | 日本不卡不码高清免费观看| 亚洲自拍与偷拍| 亚洲精品亚洲人成人网在线播放| 中文字幕第一区第二区| 久久久国产午夜精品| 精品国产91九色蝌蚪| 日韩午夜精品电影| 宅男在线国产精品| 欧美丝袜丝交足nylons| 色94色欧美sute亚洲13| 91视频免费看| 色狠狠桃花综合| 91一区二区在线| 97精品久久久午夜一区二区三区| 成人18精品视频| 99久久久无码国产精品| 不卡的av电影| 91视频在线观看| 日本黄色一区二区| 在线一区二区三区| 91黄色免费看| 色94色欧美sute亚洲线路一ni | 自拍偷拍欧美激情| 亚洲人成网站精品片在线观看 | 有码一区二区三区| 亚洲精品日韩一| 亚洲成在人线免费| 天堂av在线一区| 男人操女人的视频在线观看欧美| 秋霞影院一区二区| 丝瓜av网站精品一区二区| 日韩不卡一区二区| 另类小说综合欧美亚洲| 激情深爱一区二区| 国产+成+人+亚洲欧洲自线| 不卡区在线中文字幕| 色婷婷激情综合| 欧美日韩国产成人在线91| 欧美一区二区在线观看| 日韩一区二区免费在线观看| 精品粉嫩aⅴ一区二区三区四区| 国产亚洲一区二区在线观看| 国产精品久久久久久亚洲毛片 | 韩国在线一区二区| 国产盗摄女厕一区二区三区| 成人av电影在线观看| 色婷婷久久久亚洲一区二区三区 | 九色porny丨国产精品| 国产最新精品免费| 99视频超级精品| 欧美性色欧美a在线播放| 欧美一级日韩免费不卡| 久久久久国产一区二区三区四区| 国产精品久久久久久久久免费樱桃| 亚洲精选免费视频| 青青草成人在线观看| 国产一区二区不卡| 99精品视频在线观看免费| 欧美日韩在线精品一区二区三区激情| 欧美一区二区三区不卡| 国产无一区二区| 一区二区不卡在线播放| 久久99深爱久久99精品| 成人免费av网站| 欧美三片在线视频观看| 亚洲精品一区二区三区精华液| 国产精品少妇自拍| 午夜精品视频在线观看| 国产一区二区美女诱惑| 91捆绑美女网站| 日韩一区二区三区观看| 国产精品情趣视频| 午夜影院久久久| 国产精品123| 欧美三级视频在线观看| 久久精品一二三| 亚洲最新视频在线播放| 国产一区二区在线电影| 色系网站成人免费| 精品国产一区二区三区久久久蜜月 | 日韩欧美不卡在线观看视频| 国产精品久久久久影视| 石原莉奈在线亚洲二区| 成人精品免费网站| 51精品视频一区二区三区| 中文字幕不卡的av| 日韩精品91亚洲二区在线观看 | 日韩精品一区二区三区四区视频| 国产精品久久久久久久久晋中| 日韩va亚洲va欧美va久久| jiyouzz国产精品久久| 日韩精品中午字幕| 亚洲一区二区视频在线观看| 国产一区二区三区久久久| 欧美色图免费看| 国产精品视频第一区| 毛片av一区二区| 欧美中文字幕不卡| 亚洲国产成人在线| 乱中年女人伦av一区二区| 在线中文字幕不卡| 亚洲国产成人私人影院tom| 老司机免费视频一区二区三区| 色一情一乱一乱一91av| 国产欧美一区二区三区沐欲| 日韩电影一区二区三区四区| 色哟哟一区二区| 国产精品妹子av| 国产在线精品视频| 6080日韩午夜伦伦午夜伦| 亚洲女厕所小便bbb| 国产成人超碰人人澡人人澡| 欧美一级欧美三级在线观看| 亚洲美女屁股眼交| 成人黄页在线观看| 久久色在线视频| 久久精品国产久精国产爱| 欧美日韩一区二区在线观看视频| 国产精品美女久久久久久| 精品一区二区三区免费毛片爱| 欧美美女网站色| 夜夜揉揉日日人人青青一国产精品 | 正在播放一区二区| 亚洲国产综合人成综合网站| 91在线免费播放| 国产精品天干天干在线综合|