Raising your brand awareness gives sporting chance of success

May 28 2008 by Bill Gleeson, Liverpool Daily Post

A WEEKEND of British sporting success has been rounded off by publication of the latest list of the world’s most powerful brands. As with sport, the British success stories are plentiful, sending a powerful message not just to customers but to global market places, too.

First to indulge in a Champagne celebration was Lewis Hamilton, who managed to steer his Formula 1 car to victory in the most prestigious motor race in the world, at Monaco.

Next to take the plaudits were England’s cricketers, who defeated New Zealand in the Test match at Old Trafford.

In terms of spectacle, it’s hard to imagine two more diverse examples of sporting endeavour. It’s hard to think where they could fit a cricket pitch into Monte Carlo, such has been the pace of real estate development in this particular tax haven. In terms of glitz and glamour, it’s even harder to see the Grand Prix circus pitching its multi-billion dollar tent in, or around, Old Trafford.

But, this weekend at least, these two locations have been linked by the top UK company listed in the Brandz Top 100 rankings. The firm is Vodafone – title sponsor of Lewis Hamilton’s McLaren team and shirt sponsor of the England cricket team.

After a weekend like this – and the media attention it has generated – it comes as little surprise to see Vodafone as the top UK firm in the global brands list. According to those compiling the report, the value of the brand rose by 75% a year with an estimated value of £19bn.

In world rankings, that places Vodafone 11th – ahead of Tesco and HSBC.

In other words, a big player.

It’s not too difficult to work out which brands feature in the world Top 10.

The bigger challenge is to guess which order they appear in. Juggle names like Google, Microsoft, Coca Cola, Apple, McDonalds and Nokia and you will be well on the way towards working out the list. Or, read it in full at: www.millwardbrown.com

These firms spend serious amounts of money achieving and maintaining their brand status .

Committing these sums to such activity is not a decision taken lightly or without a clearly researched and defined strategy.

The global TV reach of Formula 1 – its high-technology image and the profile of its followers – make it an attractive package for the likes of Vodafone and its telecommunications rivals.

By supporting the England cricket team in the way it does (and its other sporting sponsorships) Vodafone is extending its reach still further.

The budgets are undoubtedly huge. But the business principles underpinning the spend are relatively simple.

Small firms may not be the toast of Monte Carlo or Old Trafford, but raising brand awareness through sponsorship and commercial allegiance is a valuable tool for any business.

MATT JOHNSON is chairman of Mando Group.