UN 273 - IJRM. Understanding Sponsorship.

Up Next with Gabriella Mirabelli

In a world where sponsorship can play a vital role in brand building, marketers often fail to understand how to maximize its effectiveness. Today we’re speaking with Marc Mazodier, Professor of Marketing at ESSEC Business School, whose academic research focuses on brand management and marketing communication efficacy.

Our conversation explores how sponsorship works, why it works, and how to make the most of it.

Topics include:

• Why sports sponsorship delivers a lot of bang for the marketing buck.
• Why making consumers work a little bit can capture attention and positively influence consumer reactions.
• The difference between brand positioning and brand image and how to use them when selecting the right sponsorship opportunity for your brand.