品牌及贊助：全球手機市場之分化方法

Abstract

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.

Table of Contents

• 1. Overview
• 2. Introduction
  • 2.1. Background to the Report
  • 2.2. Report Content
  • 2.3. Currency and Conversions
• 3. Branding and Segmentation
  • 3.1. Branding and Brand Strategy
    • 3.1.1. Single Brands
    • 3.1.2. Multiple Brands
    • 3.1.3. Brand Value
  • 3.2. Segmentation
• 4. Sponsorship
  • 4.1. Introduction
  • 4.2. The Principles of Sponsorship
  • 4.3. Measurement of Effectiveness
  • 4.4. Trends in the Sponsorship Market
    • 4.4.1. Sport
    • 4.4.2. Music
    • 4.4.3. Corporate Social Responsibility
• 5. Case Studies
  • 5.1. Vodafone
    • 5.1.1. Background
    • 5.1.2. Segmentation and Branding
    • 5.1.3. Sponsorship Strategy
    • 5.1.4. Sport
    • 5.1.5. Music
    • 5.1.6. Corporate Social Responsibility
  • 5.2. Orange
    • 5.2.1. Background
    • 5.2.2. Segmentation
    • 5.2.3. Sponsorship Strategy
    • 5.2.4. Sport
    • 5.2.5. Music and Culture
    • 5.2.6. Corporate Social Responsibility
  • 5.3. KPN
    • 5.3.1. Background
    • 5.3.2. Segmentation and Branding
    • 5.3.3. Sponsorship Strategy
  • 5.4. Telefonica O2
    • 5.4.1. Background
    • 5.4.2. Segmentation and Branding
    • 5.4.3. Sponsorship Strategy
• 6. Key Findings
  • 6.1. Introduction
  • 6.2. Sport
  • 6.3. Music
  • 6.4. Other Cultural Activities
  • 6.5. Locations
  • 6.6. CSR
• 7. Recommendations