David Beckham…Ambassador…The Torchbearer…!
OK, according to a recent news article by Marketing Week, Samsung have signed up David Beckham as their London 2012 Olympics global brand ambassador, wow! Â And what a fantastic choice by the brand in terms of choosing an A-list celebrity footballer who has been actively taking part in many initiatives to help young people around the world to enjoy a better life. Â Will this help push the brand as the Olympics number one commercial partner…?
Brand awareness has increased dramatically in the past couple of months with a massive push from the man in question who is helping with the launch of Samsungâ€™s Olympic 2012 marketing campaign. Â The interesting rationale behind the brands marketing partnership with the Olympics is to promote brand preference rather than brand awareness. Â So is there a difference between the two definitions and how are Samsung going to achieve and maintain this…?
Samsung, as we have already established, are in a position in the market where they can fully support the Olympics without concerning themselves with the competition, they have established themselves as a key player so to speak! As we have seen previously in Marketing Communications: A Brand Narrative Approach, using celebrities to endorse the brand creates an aura about the brand so it is important to portray the right message to the right audience (See chapter 1 for Calvin Klein case study). Â â€“Certainly in this case, a world class footballer, A-list celebrity who is associated with projects helping communities around the globe, is the right endorser for a brand that is supporting the Olympic games.