Subject Index
 

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

The Nissan Qashqai marked an attempt by the auto manufacturer to revive its declining business and to add some clarity to its weakening brand. The launch campaign for the Qashqai - a combination of a ...

In 2006-07, Goodyear was under increasing amounts of pressure from aggressive competitors and newly emerging Asian brands. The tire market was also a low-interest category, and Goodyear's communicatio ...

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

With merely 5% market share, 3% share of voice, and key competitors spending huge amounts on advertising, Alltel faced a daunting market, and one which was nearing maximum penetration, meaning that ov ...

In 2006, Perrier's US volume had been hit by years of steady decline, and its business had been reduced to a small group of suburban loyalists left over from the 1980s. Marketing was minimal, and prim ...

The South Carolina Department of Health and Environmental Control wanted to create an awareness campaign for 13-18 year olds about the dangers of tobacco use. This was complicated by the fact that the ...

Toyota's 'The Truck That's Changing It All' campaign aimed to establish the redesigned 2007 Toyota Tundra as the pick-up truck of choice among American truckers. It also aimed to give 'True Truckers' ...

Computer-based design specialist Adobe was launching a new software package, Creative Suite 3. While an improvement on the previous version, it was more expensive, and was being released practically o ...

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

FIFA Football was launched in 1994, at which point EA Sports identified that 'talent' would be the key communications driver. While each game has improved technologically, making players like Wayne Ro ...

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

Visa, the international payment card service provider, has been an IOC TOP sponsor since 1986 and an IPC Worldwide Partner since 2002. In 2002, the decision was taken by Visa Europe to develop a spons ...

ABN AMRO's sponsorship investment in the Volvo Ocean Race (VOR) shows the growing importance of internal communications and employee engagement in sponsorship, and also highlights the need for profess ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

This case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights hol ...