Strategic Research On The Promotion Of Corporate Brands Through Sports Sponsorship And Marketing

Under the current situation of globalisation it is imperative that companies go out and join the international market. However, brand promotion has become extremely important when facing fierce global competition. Without brands companies simply cannot introduce themselves into the domestic or the international market. On the other hand, as the living standard continues to rise, people have more demands as they do not only pay attention to the quality of the products but also on the character of the brands. Improving the strategic planning and management of corporate brands has become a necessity nowadays and it also indicates the maturity of the corporate. Hence, looking for effective way of strategic brand marketing has become an unavoidable and important topic for domestic companies, which are currently in a disadvantageous position in the value chain. Sports marketing is the most effective way of promoting company's brands in the 21^st century and it is also the most effective marketing strategy to gain the advantage in competition. It can help increase the brand value, facilitate the implementation of brand strategy and internationalise the brand.This thesis describes the fundamentals, basics and characteristics of brand strategy through a combination of theoretical analysis and case study of the role of sports marketing in the promotion of company's brands. Through both theoretical analysis and study of domestic and overseas cases, strategy planning, implementations of strategy and result evaluation are analysed, whereby common features and characteristics of successful sports marketing are found.The structure of the thesis is as follows: the theories on sports marketing and the brand are illustrated first revealing the relation between them. A case study follows by analysing Sumsung's successful sports marketing strategy and summarising its experience. The last section is focused on the feasibility study of sports marketing strategy adopted by LENOVO, which is the first world class TOP sponsor of Special Olympics. Based on STP analysis, SWOT analysis, a summary of its marketing strategy is given. In addition the gains and losses are analysed and some suggestions for domestic companies which are going to take up sports marketing are put forward.