Abstract
As mobile operators seek to promote their brands in an increasingly
competitive global market, the selection of the most appropriate and effective
forms of marketing and promotional activity becomes increasingly important.
Sponsorship has been extensively used by some of the major players for many
years to increase awareness of their brand, but recently the pattern of
sponsorship has seen changes. Operators are having to take more care over what
types of activity they sponsor, and how the activities match and support their
brand values.
This report looks at the types of sponsorship undertaken by operators and how
it supports their marketing objectives. It looks at the increased use of
cultural activities and the use of corporate social responsibility programs to
enhance and support the operators' brand values and to appeal to their target
markets.
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