GLOBAL AFRICAN BRAND AND REPUTATION
ARCHITECT, ADVISOR AND AUTHOR



Widely recognized, Ikalafeng
has been featured in various
media and frequently comments on
key industry issues and trends.

Writing

Back
 
News

Leveraging Sponsorship For Corporate Social Responsibility
Thebe Ikalafeng, Brands & Branding, 2002

The role of sponsorship in building brand equity is fast eroding the domain once reserved for advertising. Sponsorship is now growing at a faster rate than advertising, and taking a larger share of marketer's demand creation investments. With this prominence, sponsorship is now getting the attention of both the regulators and the consumers, for its impact on the people and planet in which they live. Astute marketers will leverage their investment in sponsorship not only for profit and brand, but also for the benefit of their communities.