Why brands tie visibility to sponsorship

By Princewill Ekwujuru

For a brand to reach a predestined target audience and to carve a niche for itself it has to cling to a marketing tool to achieve it’s goal.  Brands support various activities to help develop a particular sector.

Today, brands have become major actors in modern society. They penetrate all spheres of life;  Education, economics, social, cultural,sporting and even religion.

As a result of this pervasiveness brands have come under growing criticism and as major symbols of the  economic and postmodern societies, they are analysed through a number of perspectives: macroeconomics, microeconomics, sociology, psychology, anthropology etc.

In this context however brands have become credible only through the persistence and repetition of their value proposition. No wonder brands like MTN, Coca Cola, Etisalat, Airtel queue behind sponsorship, scholarship awards as Corporate Social Responsibility, CSR, to support cultural activities, festivals, music concerts and  football competitions to mention a few to drive their brand visibility because of the inherent benefits behind such.

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That is the reason students of University of Lagos, UNILAG, will not forget in a hurry the immense contribution of  Life is Good, LG, to raising the standard of Education in Nigeria, particularly in their school with the award of scholarship to 400 and 500 students of the faculty of  Engineering who performed meritoriously in their academics.

By this gesture,  LG Electronics consumer electronics and mobile communications has kept it’s promise by awarding scholarships to new set of students.

This sponsorship conducted annually is part of the company’s  CSR activities which primary aim is empowering young people as well as developing the educational sector, ensuring that youths who are the future leaders are adequately empowered and given financial support in order to enable them achieve their dreams and aspirations.

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At the award ceremony, the Managing Director, LG Electronics West Africa Operations, Mr. Deog Jun Kim said, “This scholarship is being awarded to 10 students of 400 and 500 levels from the Faculty of Engineering who emerged as best students after a careful selection by both the university authority and LG Electronics based on their Grade Points of 4.0 to 5.0, which made them stand out from their colleagues.”

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