When I got to read this article, definitely Vodafone is all about self-promotion through means of partnership with another strong brand in order to build brand presence. Definitely the person who wrote this article is not the less either working directly under Vodafone for it is clearly self-promotion on the company itself.
The attempts of using Ferrari as a marketing ploy through sponsorship is definitely a good move for Vodafone to create presence within another sport category, which is racing. This is aligned with their business motives in increasing awareness for the brand. They have been strong sponsors for the like of Manchester United when it comes to the football genre. When I think of this it would remind me of a similar brand who also takes an interest in sport sponsorship, such as Red Bull. Red Bull on the other is a strong supporter of extreme sports such as stunt airplane shows, which they are popularly known for.
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