The paper 'Why Samsung Utilised the Most Impactful Brand Sponsorship Strategy' is a wonderful example of a management case study. After gaining massive dominance of the brand sponsorship conversations in the 2016 Rio Olympics held in Brazil, it was apparent that Samsung had employed the most effective brand sponsorship strategy of 2016. Brand sponsorship entails the payments made by a company to associate its brand with a team or sporting event such as the Olympics (PwC, 2011). It was evident that the level of engagement created by Samsung outpaced that of its immediate competitors such as McDonald’ s and P& G.
According to the Brand Agility Index study conducted by Waggener Edstrom Communications (WE), a firm that specializes in public relations, Samsung’ s brand sponsorship strategy was the most effective campaign in the 2016 Rio Olympics (Hobbs, 2016). Considering the fact that the Rio Olympics was the largest sporting event in 2016 as well as the dominance exhibited by Samsung in the event, it is proper to state that the sponsorship strategy employed by the company was the most impactful strategy of 2016. The principal area of focus of the essay is the reasons why Samsung utilized the most impactful brand sponsorship strategy of 2016.Samsung’ s Strategy prior to the OlympicsIn the run-up to the Olympics, it was already apparent that Samsung would turn out to have the most impactful brand sponsorship strategy.
A research conducted by EntSight prior to the onset of the Rio Olympics aimed at discovering how the fan base talked about the four biggest sponsors of the global event. All sponsors consent to a four-year contract in accordance with each Olympiad.
Currently, the TOP program comprises of the following sponsors: Coca-cola, Samsung, Visa, Bridgestone, McDonald’ s, Proctor & Gamble, Omega, Panasonic, Atos, Dow, and General Electric. The sponsors have a combined revenue that exceeds the US $ 1 billion. The release of the “ World National Anthem” video by Samsung played a massive role in sparking online conversations from the fan base. Attaining 53% of online conversations (Think Marketing, 2016), it was evident that Samsung was the most talked-about global brand in the build-up to the 2016 Rio Olympics.
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