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赞助担负着品牌与特定事物之间的商业联系。赞助可供选择的对象很多,如运动赛事、一支球队、一项事业、艺术、文化活动、娱乐、媒体栏目等。赞助在波司登品牌发展过程中有着不可忽略的独特优点。拿广告相比,广告对于人们的生活有一定的侵入性,是一种公开地试图说服公众或是改变公众态度的已付费的信息;赞助则从强调情感性和自我表现型利益的角度展现波司登品牌个性,在无形中加强波司登与消费者之间的沟通。
Sponsorships take on the business ties between the brand and specific things. There are many sponsors to choose from, such as sporting events, a team, a career, arts, cultural events, entertainment, media sections and more. Sponsorship has unique advantages that can not be ignored in the development of Bosideng brand. Compared with advertising, advertising for people’s lives have a certain degree of intrusiveness, is an open attempt to convince the public or change the attitude of the public have paid information; sponsorship from the emphasis on emotional and self-expression of interest in the perspective of Bosideng Brand personality, virtually enhance the communication between Bosideng and consumers.