AFL, Crypto.com deal raises questions about brand purpose and duty of care

Rushenka Perera, Head of Marketing at SAP ANZ described the filters marketers use to ensure a brand deal aligns with a company’s brand value and purpose.

Perera told Digital Nation, “The first, and perhaps most important, filter is to make sure that you establish your own values first. Don’t just go out looking for big sponsorships, as you may find that these don’t necessarily line up to the brand equity you want to build for your brand.

SAP is a major player in the world sports sponsorship supporting everything from basketball, football, car racing, tennis, sailing, equestrian and esports.

“Considering whether sponsorships would resonate with customers, and with employees, is also key. Ask yourself what value being tied to what a partner brings – do your key audiences see this as a good thing? Do they build brand equity in your business by association? Whose brand will benefit more and to what extent?,” she said.

Perera said it is essential for brands to have a purpose, something that speaks to who they are and what they represent.

“Establishing and promoting a clear, strategic purpose that is authentic to your business aids decision making. It helps you resonate with customers, gives employees something they can get behind, and helps build brand equity. Everyone wants to believe that they are contributing to something bigger than themselves and having a purpose can do just that,” she said.

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