David Beckham…Ambassador…The Torchbearer…!

David Beckham…Ambassador…The Torchbearer…! 

David Beckham...Ambassador...The Torch Bearer!

David Beckham...Ambassador...The Torch Bearer!

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!  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.  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 Samsung’s Olympic 2012 marketing campaign.  The interesting rationale behind the brands marketing partnership with the Olympics is to promote brand preference rather than brand awareness.  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).  –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.

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