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Sponsorships are viewed as a marketing tool and make the whole higher than on many aspects compared with the established brand recognition through advertising. However, using it to benefit most as a major challenge for the marketing, management – that is to how to build campaign financing right audience, right time, using cost reasonable and, most importantly, strategically located in building and developing brand name corporations.

Sponsorships have been in the Olympic sport internationally, to great music concert, and it also participated in the stadium-level districts, and seems to have no limit for the funding of enterprises. The truth is, the method of building brands through financial support has developed over the decade of industry marketing, recently. According to Marketing News magazine, financing is one tool spend more money with more than 20 billion USD in 2000 compared with 4.3 billion USD in 1990. It has taken the legality as a work of marketing, but it still seems to be the business use of a blind has not mò and management plan clear.

Sponsorships are very diverse and complex because it covers a wide range of activities regularly and not regularly. Usually it will be a simple way is to pay an amount to be present right name and logo of your company on the stadium or where organized events. But it is also very complicated, because it must include the planned advertising and media activities attached, the organization of special events, customer relations, direct marketing, and the support of the material famous. A further challenge is the funding relationship “movement corridors” to make the activities that become active ki of the company, because this is a decision very difficult relating to strategic long-brand and throughout.

The role of the funding is empowering and reputation of the company, and that is the reason many companies invest huge sum of money for it. Sponsorships influence to strong brand image, and with the complexity of it, it also requires that businesses have to prepare on their respective resources, on measures to measure assessment, and implementation of activities funded. To implement a successful campaign financing requires 3 factors should always be understanding and compliance, which is:

- Why choose funding
- Khả to evaluate the opportunities of funding.
- Public policy for funding

Why did you choose to sponsor?

Sponsorships are very different when compared with the activities of others, and therefore it also brought the value of specific brand here is 1 hieu.Duoi some cases:
- Donate towards the right target audience – Through funding for the theater major armed groups and the Zurich Ballet Zurich, group financial services USB has built an image is good about his team in mind the rich clients aristocracy have frequented here.

- Donate is an efficient method to establish a new link between the value of brand names available to other major brands – As Nascar icon of the United States and the south, beer Busch has built his image as a represent the United States through the funding system for the stadium this.

- Donate the interactive high, through creating and building relationships and the experience of customers – such as through the funding of activities of the communications system of stadium golf Professional Golfers Assocation (PGA), Sprint has built the image of their hospitality through the display and use the free products of their environment and a service friendly and close.

- Donate can help companies from exceeding the range allowed – with the role as a partner sponsor for the Olympic, Cocacola has more than 50 million shareholders worldwide, including variations the 160 countries on all continents ..

The ability to evaluate the opportunity to sponsor:

When assessing the benefits of financing offers, one thing is very important that how it estimates the cognitive strategies and strategies .. Factors below shows will cover the steps of the judging process Price:

- Items strategic targets – Will the opportunity that is appropriate to type and purpose of the business brand, and towards the right target audience? One example, if your goal is to find new customers, funding will be less effective because it has access to its customers with high availability. In the same time, whether financing opportunities which gives you the differences do not, and if competitors are also involved, whether that opportunity is the only choice for you or not?

- Characteristics of the funding – where the rights and benefits of funding for this activity, and whether we are able to exploit it or not, the opportunity for us to be what? For example, through funding you have the right to set the logo and use their products during the financial support, and you also are allowed to exploit the benefits attached to it as the name you always appear on the table , With ron of the event and asked several times on the media, you also have permission propaganda activities through marketing, direct. and other promotional activities to celebrate the event … And whether you can exploit relationships are good for the agency organizing events, and thus be participating in their activities and take advantage of opportunities for you? And sometimes if you have to pay for the rights and interests are not served themselves, you are not ready?

- Group of funding – How do you make the most of their characteristics to make a sovereignty and build a donor thus strongly supports activities sponsored success for you ? You are measured before the risk factors that the organization sponsored activities may encounter, and what was the potential for the brand you? For example, when funding for a football team, if not measured before the turmoil of the shareholders who so motivated, brand image will be reduced by the value of the negative impact it brought.

- Internal architecture – Ban available the resources needed for internal your to help you carry out successful operations funded? The resources you have available such as budget, human resources, and time data that allows you to carry out activities not funded? Program funding is managed well when measured before the complex matters face, and the amount of your activities.

The budget is funded by you?

One factor to decide the budget for funding consideration is whether your opponents have used how much the company for funding and benefits that they have been. According to the statistics of sources IEG and A & P in 2000, in the field of consumer goods, Nike, Pepsi Cocacola and he is 3 giant in the field of business leader on the use of funding to build a brand, with the corresponding 1:30%, 0.75% and 0.50% of their sales activities sponsored global.

Budget funding is used in 2 main sections: for the rights to sponsor, and the rest for staging the exercise that right. Some activities also sponsored a 1-budgets to ensure that the right funding, not including the implementation of the funding. When you have to consider budgets for financing, you should consider things carefully on the part 2. Costs and implementation of financing can sometimes equal to or higher than buying the right financing. To become the official sponsor for the football World Cup in 2002, the cost of buying rights financial support will fluctuate between 20 to 28 million USD. Adidas, the official sponsor, has spent 88 millions USD to promote their own through activities such funding. The analysis and evaluation resources budget funding will depend on the level and relationship with the iện respect to the activities of competitors, and potential benefits gained through activities funded.

Conclusion

Use the best of their ability to sponsor activities to develop brand names, as well as potential by investing in funding will help bring you to exploit and utilize the maximum benefits of it, although implementation you need to consider and prepare strategies things carefully. It must include a strong structure and a funding strategy appropriate to help you link business operations and objectives brand with the funding, and ensure that your decision must be based on strategic and competitive that, at the same time, you can also measure and evaluate its performance through the data collected. And finally, wish you success in bringing their logo on the event list prices in the world next year.

Tags: Brand Name, Brand sponsorship, Tern brand

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