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Recently, Lenovo Group said that the 2008 Beijing Olympic Games, will withdraw from the Olympic TOP sponsorship program.
In recent years, Chinese enterprises keen on sports marketing, to a large extent, they saw the “Samsung miracle.” Through the sponsorship of the Olympic Games, Samsung thoroughly completed, “Korean brands” to the “international brands” Metamorphosis. Indeed, the success of the Olympic marketing strategy, brand image is a huge escalation of tension, this is Coca-Cola, Adidas, Nike brand enthusiastic sponsorship of the Olympic Games and other important reasons.
However, researchers seem brand, brand impact of the growth of a variety of factors, but many factors marketing elements of one. Become attached to the Olympic Games, enhance brand image is not the only path. In fact, even those that appear sponsorship of the Olympic Games and because of the success of the enterprise, but also because behind the advanced technology and management system has support.
The relationship between marketing and brand awareness, Geli Dong, general manager of Pearl expressed very clearly. She said: management and technological progress, more than simply marketing to promote the development of enterprises. It should be said that this is limited to the current domestic entrepreneurs most sober understanding of marketing.
Indeed, even if we were regarded as a model of the Olympic marketing Samsung, the researchers also appear in the core technology development because of the tremendous progress, and establish a truly global enterprise Samsung pattern in the position. Looking at the history of Samsung”s business growth, the contribution of the Olympic marketing less than 30%. Samsung is not the most remembered Olympic Games, but every year over 5 billion US dollars of R & D investment, as well as the number of Seoul National University than the more advanced research and development talent. CEO Yun said Samsung favorite phrase is: “For Samsung, nothing is more than an important core technology development.” The core technology development almost fanatical pursuit, I am afraid, is the real driving force for growth of Samsung.
At present, Huawei, Lenovo, Haier three enterprises, as with the international brand nearest Chinese enterprises. And the international brand compared to the real gap is not our brand, but technology and products. Therefore, to the ranks of leading international brands, brand building alone is not enough to do something. Therefore, we prefer to believe that, after the Beijing Olympic Games from the TOP programme, Lenovo is made after weighing the various elements of the wise choice is to seek technology, products, brand image among the balanced development.
Work in peacetime. In recent years, in the international market Haier”s brand image upgrade soon, to a large extent thanks to its persistent brand strategy.
For most Chinese enterprises, the Olympic Games, after all, the high cost of marketing the query. Therefore, in the Olympic Games under the fanatical maintain a rare calm may be all the Chinese enterprises should have the mentality.
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