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Sports Marketing is a Weapon to Strengthen the Brand Value for Modern
Enterprise
Peng-hui Liu1, Li Gao2
1
PE School Beihua University Jilin, China
Doctoral Student Long Ren University,South Koreae
2
Qingbei nine years schools,Piaohe town Jiaohe,China
([email protected])
Abstract - Marketing is an important means to build a
modern enterprises brand but the sports marketing is the
most important with its "viral” unique advantage and affect
the enterprise brand development. The article uses the
literature research method and logical analysis method and
case analysis method and the establishment of brand and
sports marketing mechanism model analyzed the sports
marketing to corporate brand value of the weapon effect and
the combination of sports marketing paradigm to
summarize the operation of enterprises sports marketing
success tips.
Keywords – Sports marketing, strengthen, brand value,
enterprise
I. INTRODUCTION
The internationally renowned sporting events "viral
effect" intensified in recent years. The Olympic Games
and Asian Games and the Winter Olympics was
successfully held and the sporting events achievements
numerous of prominent figures and well-known
commodities and well-known enterprises. This great
marketing opportunity caused great concern in the
domestic and foreign enterprises. They transferred their
vision and marketing focus from the product itself to a
sporting event. They used sports events as a marketing
platform to develop new markets and improve brand
value. Thus increase their visibility. Well-known brands
such as Coca-Cola, Samsung, Li-Ning, the brand had
integrated products and sports tightly through in-depth
analysis of the enterprise product content, and firmly
seized every event opportunities to the international
market successfully.
The huge power of sports marketing can play a role
in fueling the development of enterprises. The first we
will clear Sports marketing and corporate value of the
product relationship .The second will use of this
"weapon” for mutual promotion and common prosperity
and the development. To better understand we will
establish the relationship model and then conduct a
detailed interpretation.
II. The ESTABLISHMENT OF A MODEL
Before the model establish we will clear connotation
of sports marketing. But Sports Marketing was a spread of
enterprise products also long-term strategic means. Sports
marketing belonged to the scope of marketing with a
unique perspective on brand management and
strengthening plays an important role [1]. Because it
conforms the development of the human spirit civilization
also follow the law of the operation of the market. The
enterprises established a corporate image and promote
their products and stimulate consumption through
participation or sponsorship of sporting activities. Its
effect had been recognized around the world. At the
moment every enterprise wants to use sports events to
increase their visibility [2]. Sports marketing mode of
operation is placing in rapid changes. The enterprises can
be used as a form of a commodity in order to form a
complete sports industry. Of course, can use of a variety
of sponsorship to the sport as the main for product
promotion also.
Marketing can’t be separated from consumers and
products. Sport marketing was more inseparable from the
sport. The relations that clear to consumers and product
and sports are conducive to the establishment of the
model. Modern marketing scholars for the understanding
of the product beyond for physical products far and they
had raised to a certain level of theory the product itself
can not meet the enterprise development and would like to
continue to progress through the brand. The brand can be
regarded as product that created for many years also is a
kind of corporate culture. The brand need the spirit that
move forward and sport is more fully reflects the
activities of human emotions. Because viewers had feel an
upsurge of ups as the arena of intense competition thus
the spirit of sport can be integrated into the spirit of the
brand [3]. The consumers can be seen as the god of
corporate and their preferences changed may affect the
direction of product development but also the impacted on
sporting events to open up. The enterprises participated in
sports competitions and into the consumers' leisure and
culture through various forms of participation. The
consumers were feeling the activities of the sports at the
same time corporate were passing the brand message to
"moistens everything silently" approach.
We had cleared the relationship among consumers and
products, and sports in order to establish the model of
sports marketing to corporate brand. Shown on Figure 11:
major sporting events live television broadcast or the
purchase of broadcast media advertising time or directly
Enterprise
Popularity
Requirement
Enhance
Sports events
Brand
value
Feedback
Loyalty
Participate
e
Sponsor
Related media
awareness
awareness
Product value
Integrated marketing
Spread
The target consumer group
Lenovn
approve
Fig 1：The principle of sports marketing for corporate brand
III. INTERPRETATION OF THREE ELEMENTS OF THE MODEL
The elements were broad in model but it isn’t
difficult to seed the main line of their products and sports
marketing and the target consumers group. Our first look
an important element in at the model: brand value. Today,
the consumers “recognized brand consumption” are
prompting companies that must to conform the business
trend of the time and improve brand value and display
their marketing practices [4]. “Recognized brand
consumption" requires companies to build products for
the brand. The way was able to stand out in the fierce
enterprises competition in the market. In order to pursue
the development and changes in the market companies
use a variety of marketing techniques and new ways. The
enterprises study the marketing strategy but also to
improve the product quality, and take into account the
popularity of the brand awareness, consumer loyalty, the
degree of association, as well as the inherent value.
Modern consumers disgusted with the intuitive and hard
advertisements very much. Thus good product isn’t able
to enter mind of the consumers. The enterprises of
repeated publicity caused consumers antagonistic. Sports
marketing catered to situation of consumers and
influenced the spending habits of consumers and at last
had became the highlights of brand marketing.
The core of elements of the model is the rational use
of the sports marketing approach. The best sports
marketing model is implantation marketing of sports
media and implantation marketing of sports events.
There are three forms on implantation marketing of
sports media commonly. The first, the supplies of media
and journalists to participate in sporting events implanted
which requires media journalists to use their products and
implanted in the media to appear. For example:
communications equipment, beverages, mineral water,
casual wear and so on. The second, sports media column
was implanted [5]. Most enterprises are on the title in the
form of corporate image into the sports column. The third,
through the sponsorship of the internationally renowned
sponsored by the media get good exposure and access to
jointed interests.
Implanted marketing of sporting events was the
focus of attention. Because it hadn’t been by regional and
country restrictions and extremely infectious and
spreading had became a form of media the highest
exposure. It appeared in this form that the title, sponsor
and purchased related power. The title is the game naming
or stadium naming. The game naming is through financial
sponsorship to become the title sponsor and during game
the specified name was mentioned many times. The
stadium naming is a mode of sponsorship to stadium.
They use their own business or product name to name.
The products content of sponsored related or unrelated
with events directly and designed the tournament or
specified products or the sponsorship of the event
providers. Such as sports apparel, shoes, hats, receiving
awards, functional sports drinks, sports facilities were the
designated product. Such as Haier air conditioning,
phone, and the corresponding electronic equipment are
unrelated to the product. This form that purchase of the
powers is more common in today's sports events .Such as
the event emblem, mascot, and souvenir production
rights, use rights, exclusive rights to sell at a sporting
events.
The consumers group of target is another important
element. To be successful enterprises that study the target
group of consumers and enhance brand value to suit the
changing tastes of the target consumers groups necessarily
from the model. The enterprise products production of
marketable and gives life to product. The operation of the
product life is by means of intense sporting events. The
enterprises spread product information, values, culture,
and the spirit to the consumers group of target. [6] So the
consumers believe their products and track similarity to
recognition and brand value in the race. The customers
purchased products in the tournament if marketing was
successful. Contrary if was failure that failure information
went back to business and business solved this problem
and re-market marketing.
IV. STRENGTHENING EFFECT OF SPORTS MARKETING FOR
BRAND VALUE OF THE MODERN ENTERPRISES
Strengthening effect of sports marketing for brand
value of the modern enterprises can increase brand
awareness, reputation, loyalty, the degree of association.
Specific performance follows：
A. A successful sports marketing operation can make
corporate brand awareness and visibility to improve
more quickly.
Sports event marketing with consumers focus, speed
of information dissemination, and wide publicity is better
than other marketing methods. Mode of operation is
relatively flexible. Something based on the static-based
sports flat panel display. Such as outdoor advertising, the
posters, exhibition card. More of them were based on
dynamic use. Such as the sports media for the sponsor the
title companies duplicate reports, the star group join and
the star operational effect to the brand and the sport closely
integrated. In Implanted of sports marketing the success of
the 2008 Olympic Games can not let the world to forget
that reflects Chinese people's wisdom, perseverance, never
admit defeat, pioneering and enterprising spirit of the
Olympic Games. The passion of interpretation in the
opening ceremony had promoted the brand. Such as:
unknown Shenzhen Jin Xiang technology companies had
made LED screen of huge picture of a combination and
people were shocked with attention the LED went into the
international market. The company orders were four times
than usual and become a big beneficiary of the Beijing
Olympic Games.
B. A successful sports marketing operation make it
easily to maintain consumers brand loyalty.
Sports symbolize passion and vitality and more
symbolizes the eternal confidence. The fierce competition
of the players in the game conquered the audience's
attention. Sports stars make the enterprise products to win
enough popularity. Sporting events can provide rich
experience platform with consumers. It combines
entertainment and technical. It make enterprise brand into
the consumers Line of sight also [7]. At the same time
consumers are more enthusiastic about their products.
Through scene experience the consumers feel the passion
of sports events and the service of the enterprises brand
and more the fun of sporting events. The consumers
memorized brand and bind brand and formation of the
consumers’ desire in the fun and love of sports events. At
last enterprises had realized the marketing effect of
multiplier.
Li-Ning brand was known widely in China.
"Anything is possible" is not only the slogan of the
company's products but also business essence that was
accumulated and perfected. The success of the enterprises
can’t be separated from sports marketing. The early they
product production with gymnastics champion-Li Ning
sports star effect to bigger and solid. The late through
continuous sponsorship of major sporting events at home
and abroad strengthened the brand and complement the
market with multiple products. They increased the loyalty
of the consumer product. Ultimately increase the loyalty
of the consumers of the product.
C. Sports marketing of success make more rich to
association of consumer brands.
The practice had proved that sports marketing effect
is remarkable for the promotion of new products and the
application of new technologies. The Sports Items has
advantage with targeted, directly high attention. The
products and technologies were presented vividly and
created a sensational effect though sports events carried
out public relations activities to riche the brand
association. The consumers can’t forget the World Cup
football of passion and fanaticism. In the World Cup
football beer play the role of the booster. During the
World Cup major enterprises expanded promotional
activities and they established the beer culture square and
organized Cultural Festival of passion. So they made the
people to feel the brand and rich brand association of the
consumers more.
D. Brand value is enhanced to achieve easily.
Now, more and more enterprises were willing to
participate in sports events. From the awareness of
enterprise brand to understand to well-known everything
became easily. Sports marketing made of operation fitted
with sports Items naturally. At last it eliminated the
consumers' sense of exclusion. There are many such
examples in reality. The rapid promotion of the brand
value of Samsung was due to become the global sponsor
of Top. Thus the image of the authority and professional
and strength was shaped. Adidas also enhanced the value
of the brand with the exclusive sponsor and the whole
naming constantly. Li Ning brand is more adept at using
the event to enter the international market. Of course all
of them will require that companies have long-term vision
and strong financial strength and accurate judgment and
professional team to study the development of the
marketing.
V. RECOMMENDATION THAT ENTERPRISES SUCCESSFULLY
CARRIED OUT SPORTS MARKETING.
The enterprises should follow certain principles that
can direct the direction of enterprises sports marketing in
carrying out the sports marketing process.
A. To enhance compound between sports activities with
the enterprise brand to better combined.
The new sports continue to emerge also content of
numerous with the continuous progress of human society.
Whether like it or not and can not participate but are real.
Don’t shift in individual ideas. Sports marketing sphere of
influence is relatively limited. It is by means of sports but
must be based on enterprise products. We fund the point
of the integration of sports from the overall interests of
the enterprise. Sports marketing can’t be carried out If
you put aside their products. If you put aside the sports
marketing that sport can‘t be tailored for the enterprise
products. The enterprises faced the target customer groups
that they are the modern young man with a vibrant and
adventurous and stimulate and personality[8] .The
enterprises must maintain consistent at their position and
enhance their compound in order to allow consumers to
receive and maximize the effect of sports marketing.
B. sports culture strengthens corporate culture for the
strong corporate brand.
Sports activities and the enterprises products are
mostly belong to a rigid combination. If use the results of
a little awkward directly and ineffective and marketing
flawed appeared. However, if the sports culture and
corporate culture is created a way for consumers to accept
the emotional is a very effective for powerful corporate
brand. In the sports arena the people can be immersive to
watch, feel and sports activities to bring people's passion
and positive hard work and enterprising spirit which has
become the sports activities germination of the spirit of
sport. The enterprises had fund out the relevant points
between the products with this spirit of the enterprise or
sports image so enterprises will be able to integrate the
sports culture into brand association. Between the
consumers with the brand resonate and sports culture that
strengthen the corporate culture shape a strong corporate
brand ultimately.
C. Comprehensive use various marketing techniques and
resources, comprehensive planning of marketing activities
As we have made it that the diversity of sports
marketing clearly but must integrate other marketing
tactics to achieve the best marketing results. Simple a
marketing product or sports activities can not be fully
integrated. Sports marketing were systems engineering of
complex and continuous and it is process of mental
activity to the formation of the stigma of corporate brand
in the minds of consumers. We would choose the sports
marketing as a propaganda tool of the brand. It is
necessary that meticulous planning and efforts to make
the product stand out and became bright spot. To use
unique performance techniques and strategies to attract
customers to build a strong brand positioning to promote
their products. The enterprises have chosen celebrity
endorsements the a common approach but the choice of
general athletes is a via too. If companies choose was
accurately to be able to make the enterprise with minimal
costs to the maximum commercial value [9].
E. Focus on the long-term interests of the enterprise to
develop continuous investment plans, and identify
the different stages of production standards, and
assessment and improvement.
Marketing effectiveness is a difference between
sports marketing from other marketing. The general
marketing carried out by means of marketing to promote
product sales to increase market share and achieve
immediate results in a short time but that is "flash in the
pan". However sports marketing can’t achieve this effect
in a short time .It requires the enterprises have a keen
sense of perspective and insight. as well as confidence
and courage of long-term, sustained investment. Only
follow-up product promotion passed product information
and corporate culture to the target consumers group,
otherwise that was a waste of resources [10]. The
enterprises spent a lot of manpower, financial and
material resources and hoped to get the expected returns
in the creation of brand in order to correctness and
validity of assess investment. Therefore, the enterprises
need to establish a clear and phase standard to assess the
sports marketing activities, to realize the objectives of the
enterprise gradually. As a beautiful vase firing is not easy,
it is long-term and very difficult to remain intact
VI. CONCLUSION
A. Sports marketing have to study consumer behavior
and value orientation with other marketing practices in
common. We have to understand the role of sports
marketing to corporate brandcorrectly.Do not
swarmed.
B. The operation of the form of sports marketing is
varied.The enterprises have to weigh each method and
its application fully and combine their characteristics
to be utilized in order to achieve sponsorship of
maximize efficiency.
C. Sport marketing is not a "magic bullet".Although
there are many successful examples but most
companies are not the real return on invested heavily
in a short period of time. Therefore, to keep in mind
that sports marketing is a system engineering and
long-term planning and operation.We must have
patience enough.
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