Professional Documents
Culture Documents
Samsung want to accomplish two goals with all its sponsorship efforts.
The first goal is to build brand awareness especially create higher
level of awareness than its rival Sony. The effectiveness of Samsung’s
Sponsorship was shown at the ATHENS 2004 Olympic Games which had a
positive impact on brand awareness, with an increase from 57% to 62%.
(Samsung steps up Olympics marketing campaign, 2004) The second goal
is to enhance the worldwide imagery and attitudes towards its brand.
Samsung considered its commitment to the Olympic Movement is a key
element in positioning and strategy. It contributes to the success of
the Olympic Games and at the same time enhances Samsung brand image
and its market position.
Samsung built its brand through sponsor Olympic Games in the following
ways.
With the prevalence and development of internet, the Web reveals its
important role in marketing communication. According to a global
web-based survey by Interbrand, the Google brand had the most impact
on people's lives in 2002. It beat established brands such as Coke and
Apple. (Gerry McGovern, 2003) This reveals how Web builds you brands
differently. In the coming digital age, the strong brands in this era
will be those that utilize web as a building tool.
Web can stretch the continuity and depth of the single sale channel,
consequently expanding existing customers and increasing potential
customers. Furthermore it can be taken as a market attempt, helping
marketers to leverage marketing promotion programs in other medium. If
use properly, website could effectively impel its offline products.
For example there was a successful cooperation between Pepsi and
Yahoo. Consumers could collect the number on the caps of Pepsi and
Mountain Dew and change to credits on the websites of the two drinks.
The credit can be used to exchange prizes or as cash for purchase and
auction on Yahoo website. This campaign attracted 350 million people
to anticipate. Pepsi increased it sale by 5% while the industry has
little growth. (Lili, 2003) Pepsi did one similar attempt before
without the help of web but failed eventually. Moreover, Pepsi can
interpret the consumer behaviors through analysis of the data
collected in the campaign and work out the relevant strategy.
There are several factors will contribute to the success of the web
brand-building.
L'Oreal has formed a brand matrix with great power of integration. Any
new brand merged into the relevant channel will fully utilize the
resources in existing channel as well as expand L'Oreal’s whole
distribution channel by integrating its original channel.
References
http://www.gerrymcgovern.com/nt/2003/nt_2003_02_17_brand.htm
http://www.fetic.cn/ec/tech.php3?
id=14&item=001&select_channel=&offset=1&sortby=&searchkey=&pages=2&CatlogId=
http://www.loreal.com/_en/_ww/brands/luxury_products/hrubinstein/index.aspx?,
Retrieved: 6 April 2005
Susan P. Douglas, C. Samuel Craig and Edwin J. Nijssen (1999),
“International Brand Architecture: Development, Drivers And Design”,
Retrieved: 6 April 2005, from
http://pages.stern.nyu.edu/~sdouglas/rpubs/intbrand.html
MLA Citation:
"Samsung - The TOP Brand in the World." 123HelpMe.com. 13 Feb 2011
<http://www.123HelpMe.com/view.asp?id=47241>.