Both domestic and global multinational giants or large walk the road of sports marketing is an indisputable fact. Sponsorship from the Australian Haier Tigers, ZTE became the Athens Olympic Games to Samsung network equipment providers committed to the Olympic Games for several years, wireless communications equipment, global cooperation … …, we find that they are coincidentally with this big sports marketing, focused on creating enterprise The international brands and channels, to enhance its global market reach and position.
Sports marketing – the brand internationalization booster
Not long ago, Real Madrid’s trip to China, the first World War had ended in the Beijing Workers Stadium. As the world’s most influential soccer clubs, Real Madrid have attracted numerous wherever the eye. This time, China has the world’s top soccer team and Real Madrid soccer star’s passion for the collision, it is not already hundreds of millions of fans crazy. Smart retailers have long recognized that the sports opportunities hidden behind China’s fashion industry giant seven wolves that these businesses in one example, seven wolves from Real Madrid in the sports marketing, sponsorship activities, after the first pot of gold, Also in this year to snatch the initiative, once again Real Madrid China Tour 2005, the only designated clothing sponsor.
Seven wolves as an innovative clothing company, they advocated self-reliance, hard struggle, forever strong brand positioning in the country has a high reputation, but is little known abroad. Enterprises to go abroad in the world, with sporting events, take the United Way brand, will be the road to internationalization, business shortcuts. The world-renowned Real Madrid once again to China, will undoubtedly take the brand for the seven wolves joint marketing provides a good opportunity.
Mentioned “7 Wolf”, it is easy to think of a unique male image??? Fight hard, and always be strong, this style casual Men’s fashion also stands out. Compared with other domestic leisure suit, “7 Wolf” brand positioning and create a unique and futuristic. 7 Wolf “Wolf” the shaping of national culture, with the “wolf” nature of the spirit of the struggle metaphor shape and enjoy the spirit, struggling through the fashion point of view of men as to provide a variety of business, leisure and sports occasions needs, but also with their aesthetic standards of products and brands.
“7 Wolf” with “Real” chasing their demeanor, not only further enhance brand personality, but also enhance the communication with the target consumer groups. The public through the very edge of the “Real” Chinese line the sports event, seven wolves were the target population pool a great opportunity for emotional identification, strong support for the branding.
As the world’s most influential clubs, Real Madrid have attracted many fans, wherever the eye, can in the shortest time will be the public’s attention in one place, plus the popularity of television , and dissemination of technology, limitations of time and space to break the game, which greatly enhanced the influence of social events, as long as they can spread between events, it must be 7 to enhance the brand image of the wolf land. More importantly, males represented a symbol of Real Madrid and seven wolves are very consistent brand meaning, which will play a superposition of the spread of the brand enhancement.
Not difficult to see, enterprise managers have recognized, sports marketing, both from advertising effect, or enhance brand awareness, there are a powerful magnetic field effect. If the excuse properly, through a series of innovative marketing activities will not only attract the attention of consumers, to increase sales and profit goals, more importantly, the respect of sports justice, fairness can enable enterprises to enhance brand value to a higher level.
The highest state of international brands is localized
In the sports industry, the Chinese market has great potential no doubt, from the NBA, Real Madrid, F1 and other top international sports giant has landed, you can see this point. The club’s trip to the main purpose is to enhance the club’s worldwide brand value needs the fans of “The Scream” and identity.
It is understood that, in 2003, in Fujian, Zhejiang area, most residents simply do not know what “Beckham”, but they know that “seven wolves” is a men’s brand in Fujian. In 2003, the “Real” in the eyes of most Chinese people is still an unfamiliar term; today’s “Real” almost become a household term. Present “Real” brand value in China increased more than 10 times in 2003. 2003 Real Madrid’s visit to China less than 10 days, if there is no spread of late, two years later, it is impossible to have such a high reputation and value. 7 Wolf “hard, aggressive, eager to win” the brand personality and the “club spirit” of a high degree of agreement with each other to promote the brands of both Real Madrid is undoubtedly important process of localization. Therefore, the total value has reached 23 million euros, “Madrid” star image use rights in China, only a few million yuan prices, in the long run, is relatively cost-effective.
Seven wolves and Real Madrid’s marriage, it should be said that the former through sports marketing into the international, the latter’s marriage with Chinese enterprises to realize the brand localization, can be said that co-second time to enable them to globalization in this way, all a step further.
Effect of sports marketing in terms of products, or enhance the brand recognition on both a strong magnetic field effect. Comment Large In Small