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Branding and Sponsorship: How to Differentiate in Global Mobile Markets

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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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Currency and Conversions
2
3
Branding and Segmentation
4
3.1
Branding and Brand Strategy
4
3.1.1
Single Brands
4
3.1.2
Multiple Brands
5
3.1.3
Brand Value
6
3.2
Segmentation
7
4
Sponsorship
10
4.1
Introduction
10
4.2
The Principles of Sponsorship
11
4.3
Measurement of Effectiveness
12
4.4
Trends in the Sponsorship Market
13
4.4.1
Sport
15
4.4.2
Music
16
4.4.3
Corporate Social Responsibility
17
5
Case Studies
19
5.1
Vodafone
19
5.1.1
Background
19
5.1.2
Segmentation and Branding
21
5.1.3
Sponsorship Strategy
24
5.1.4
Sport
26
5.1.5
Music
28
5.1.6
Corporate Social Responsibility
30
5.2
Orange
31
5.2.1
Background
31
5.2.2
Segmentation
33
5.2.3
Sponsorship Strategy
34
5.2.4
Sport
35
5.2.5
Music and Culture
38
5.2.6
Corporate Social Responsibility
40
5.3
KPN
41
5.3.1
Background
41
5.3.2
Segmentation and Branding
42
5.3.3
Sponsorship Strategy
44
5.4
Telefonica O2
46
5.4.1
Background
46
5.4.2
Segmentation and Branding
46
5.4.3
Sponsorship Strategy
47
6
Key Findings
50
6.1
Introduction
50
6.2
Sport
50
6.3
Music
51
6.4
Other Cultural Activities
51
6.5
Locations
51
6.6
CSR
51
7
Recommendations
53