Comments on: Sponsorship Should Not Be A Random Act https://brandingstrategyinsider.com/sponsorship-should-not-be-a-random-act/?utm_source=rss&utm_medium=rss&utm_campaign=sponsorship-should-not-be-a-random-act Helping marketing oriented leaders and professionals build strong brands. Sat, 15 Oct 2022 21:47:36 +0000 hourly 1 https://wordpress.org/?v=6.6.2 By: Josef https://brandingstrategyinsider.com/sponsorship-should-not-be-a-random-act/#comment-493 Fri, 16 Jul 2010 13:26:48 +0000 http://localhost/brandingstrategyinsider/2010/06/sponsorship-should-not-be-a-random-act.html#comment-493 Not saying that it’s right but it’s not a complete act of randomness. By hitting areas that have nothing to do with Turkish Airlines they establish a relationship into a potential new market for the airline. Winning a new customer into the market is many times much more worth then building loyalty inside an existing market.

By hitting Barcelona, Manchester United and Kevin Costner, each a symbol for many million of people, they spread a curiosity over Turkish airlines. If they support what we are proud of it must be something good and the fans might consider turkey to be their next tourist destination.

]]> By: Burak BABACAN https://brandingstrategyinsider.com/sponsorship-should-not-be-a-random-act/#comment-492 Fri, 25 Jun 2010 04:17:34 +0000 http://localhost/brandingstrategyinsider/2010/06/sponsorship-should-not-be-a-random-act.html#comment-492 In Turkey, marketing is considered as a hobby which can be easily handled by any idiot in the company. Accounting is serious, sales is serious, but marketing ? Naming, package design, brand awareness, brand identity, etc.etc. Take any passer by and he will claim that he has the authority and capability to poke his nose into marketing.

If that person has a manager title, you have a grave problem as he will do everything not to lose the power to poke his nose into marketing area. Turkish Airlines is a good example of an expensive ignorance which is a common feature of Turkish companies.

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