More companies in Asia are waking up to the value of event
sponsorship, but a larger number are unconvinced of its benefits,
according to this month's CIA/ABN/MEDIA poll.
While 98 per cent had used sponsorship to boost brand recognition in the
past year, 56 per cent of respondents believed the impact and value of
sponsorship on their brand was negligible.
Part of the problem lies with an over-riding view that sponsorship is a
one-off expenditure, indicating the steep learning curve on how to get
the most out of sponsorship, which companies in Asia face.
- For more, read Asian Brand News' February issue, available only by
paid subscription. For details, please call Ms Iris Tang at MEDIA on
(852) 2577 2628 or email subscrib@media.com.hk.
