The paradigm of brand value, and the example that excites Jeff Bezos, is Coca-Cola. Distribution has long been contracted out to partners, while the company concentrated on advertising and promotion to keep Coca-Cola in the public eye.
SAP kicked off its latest global advertising campaign by sponsoring yesterday's US Grand Prix - the first American Formula One racing event for nine years. Joyce Bonham, analyst at Gartner Group, agreed: "The driving force behind the new marketing...
Did it have anything to do with the fact that Coca-Cola (and rumour has it the two companies don't get along too well) had just launched one such legal download service? Pepsi took pity on these kids who, after all, only wanted to listen to some...
Some of the other non-tech brands believed to be in talks with the football club include Coca-Cola and Levi Strauss. Vodafone announced last week that it is ending its four-year £9m a year shirt sponsorship deal two years early at the end of this...
Doug Gardner, World Cup programme managing director at Avaya, whose deal is believed to be comparable to that of Toshiba's in terms of cash value - accepts a business-to business brand looks a little out of place alongside the likes of Budweiser...
As part of the deal, AT&T will provide the team with a secure virtual private network at grand prix to support data and voice communications. The deal illustrates the increasing sponsorship role of tech companies in F1 - McLaren-Mercedes will have...
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