Sponsorships and Brand Ambassadors as a Marketing Tool
Karlsson, Jere (2018)
Karlsson, Jere
Kajaanin ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121221078
https://urn.fi/URN:NBN:fi:amk-2018121221078
Tiivistelmä
The purpose of this thesis was to study sponsorship and brand ambassadors and to find an answer why these two should be used as a marketing tool. This thesis aims to give the read-er a steady foothold on establishing his/her own functional sponsorship and brand ambassador program.
The first half of this thesis is comprised of theory, gathered from academic books, journals and online articles. The theory part presents sponsorship and its philanthropist and commercial sides, how it compares to advertising in the eyes of the consumer, and brand ambassadors. Additionally, possible risks are also introduced.
The second half of the thesis comprises qualitative research interviews with Finnish athletes and brand ambassadors in order to receive their view and experiences on sponsorship and ambassadorship. The data gathered from these interviews was then compared with the theory.
The results show that the sponsorships and brand ambassadors/influencers are a great tool for building a brand image and awareness with credible and professional people. This type of marketing can be used as a way to target specific consumers who follow these athletes, ambassadors and influencers, and build a fragile but rewarding relationship with them.
By defining the sponsorship and ambassadors, the thesis can show that a successful market-ing tool does not only mean increase in sales but also the importance of a sound brand image.
The first half of this thesis is comprised of theory, gathered from academic books, journals and online articles. The theory part presents sponsorship and its philanthropist and commercial sides, how it compares to advertising in the eyes of the consumer, and brand ambassadors. Additionally, possible risks are also introduced.
The second half of the thesis comprises qualitative research interviews with Finnish athletes and brand ambassadors in order to receive their view and experiences on sponsorship and ambassadorship. The data gathered from these interviews was then compared with the theory.
The results show that the sponsorships and brand ambassadors/influencers are a great tool for building a brand image and awareness with credible and professional people. This type of marketing can be used as a way to target specific consumers who follow these athletes, ambassadors and influencers, and build a fragile but rewarding relationship with them.
By defining the sponsorship and ambassadors, the thesis can show that a successful market-ing tool does not only mean increase in sales but also the importance of a sound brand image.