活动和赞助在中国正被越来越多的品牌所采用,只有因地制宜,度身定做的赞助才能收到事半功倍的效果。品牌活动和赞助是以增加消费者的品牌体验为核心的传播接触点。市场营销者通常运用品牌活动和赞助来达成一系列的营销目标,比如建立品牌知名度、促进销售、提高品牌形象以及增进品牌和消费者间的情感联系。 Activities and sponsorships are being adopted by more and more brands in China, and tailor-made sponsors can only get more with half the effort. Brand activities and sponsorships are communication touchpoints that focus on increasing the consumer’s brand experience. Marketers usually use brand activities and sponsorships to achieve a series of marketing goals such as establishing brand awareness, promoting sales, enhancing brand image, and promoting emotional connections between brands and consumers.