About Lenovo to abandon the true intentions of Olympic sponsorship

Keywords: Lenovo Lenovo Olympic Olympic sponsor Olympics top sponsorship

The world brand lab report:

In Kodak sponsored schemes waived Olympics TOP, Lenovo also announced a TOP sponsorship of the Olympic Games abandoned. Kodak discards sponsored Olympic TOP portend Kodak's transition coming, as in the film industry downturn, Kodak does not timely transition to digital, the leading civil digital camera backward and Japanese of Canon, Sony, Olympus, camera, Kodak abandoned the lucky, and select the transformation. Continue to sponsor the Olympics TOP only impede Kodak transformation, so it is wise to give up.

Lenovo as an urgent need for internationalization of Chinese PC manufacturer, to give up the next Olympics TOP sponsorship programme, which makes many people find it difficult to understand, and even infer is Lenovo financial pressure. In my opinion not financial pressure, Lenovo to abandon the next Olympics TOP sponsorship program is a wise move.

Any sponsorship activities, has its purpose, only stupid sponsor will make no sense. Sponsor a word meaning should be gifts or free gift, although it has been used commercial advertising activities, but cannot really performance advertising marketing role.

Lenovo take 65 million sponsorship of the Turin Winter Olympic Games and the purpose of the 2008 Olympic Games in Beijing are clear, just to let the world forget IBM, lenovo for people to remember. Sponsorship of the Olympic Games enough to experience the legend of strength, combined with the scale of the huge marketing campaigns, Lenovo is very easy to give up the IBM, let the little black notebook only ThinkPad logo. While the lenovo brand also quickly turned United States market, in the latest survey PCWORD, Lenovo and Apple with the United States obtained most admired computer brands.

Although the opening of the Beijing Olympic Games yet, but Lenovo sponsors seems to have received their reward. At the same time, the design with the Olympic torch, the Olympic torch bearer, and other activities, the Association launched an extensive marketing, these are sponsoring the Olympics tens cost value for money. And other sponsorship of the Olympic brand to compare, white like Haier, Lenovo, Samsung seems to be a publicity momentum, sound louder.

Through the sponsorship of the Olympic Games, Lenovo TOP plan should be able to achieve brand internationalization, and mergers and acquisitions in the shadow of the IBM PC. The Lenovo brand to international is valid, but this does not mean that Lenovo sold computer be able to help. Because sponsorship is a costly advertising marketing, in addition to the sponsorship fee, but there are more matching other expenses, if only to build brand, I think this is not enough.

The internationalization of the brand, the Lenovo next thing is how global sales computer, because to give up the next Olympics TOP sponsorship scheme engaged in other small, specific marketing activities will be more reasonable input and output.