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Changing the Game....Brand Dempo From Goa.

Changing the Game....Brand Dempo From Goa.

7:21 AM
Brand Dempo and its Goodwill Ambassadors  


 
Oh Well its Ivana Furtado Again winning the Chess Tournament! 
What a splendid performance by Talasha Prabhu, She Swims through Goan Hearts again ......

Dempo Goodwill Ambassadors are making Goa Proud, Every time Ivana and Talasha does well in their games, The Brand Dempo gets a click in people's mind.

In Goa, Dempo Group is a well known and a well respected brand, Outside Goa, people have mostly connected with it through the football game.

In 2008, Dempo group decided to connect themselves with sports beyond football, They, as part of their corporate social responsibility vouched to support 3 budding " Goan" sports talents viz. Ivana Furtado in Chess, Natasha Palha in Tennis and Talasha Prabhu in Swimming. The group called them as "DEMPO GOODWILL AMBASSADORS"

Although this initiative is widely viewed by general public as a " Goodwill" gesture towards the sports and the Goan Society, let us also analyze it from strategic point of view in terms of Branding.
  • Strengthening the Brand Image: Dempo group, through this initiative have strengthen their brand perception of " being a brand which cares for public at large and Goa in Particular". Wow, its an absolute boost to the brand image which "Dempo" (or for that matter any big conglomerate) wants to have in public's mind. Especially since Dempo were in biz that often attracted protests from section of public.
  • Coverage for Brand during sports events:  These Goodwill ambassadors travel across India and across the world to participate in their sport. News articles across all media highlight their achievements continuously during the event, Every round and every Win gives the brand a recall.  The brand remains in news more often then it could have been just on advertising spend.
  • Positiveness of Sports come complimentary to the Brand: The emotional highs, the never give up spirit, the triumph of winning, the hard work and the passion associated with sports can be very well extended to the identity of brand Dempo. They can adopt all these characteristics and build their brand personality. It also opens wide doors for the Group to enter into sports biz. How about having India's Biggest Sports Cafe in Goa?
With a budget of Rs.50 lacs for this initiative, the returns are high paying and long lasting. other corporates in Goa too should look at such initiative, not necessarily stick to only sports talent, I am sure Goa stocks lot of talent in Music, Dance and other Art. Pick up one of such budding artist and groom them to be famous, take a ride while the journey is on and wait for the moment when the star is Hit at the box office. Today lot of TV channels are promoting Reality Talent shows, have one of your selected "Goodwill/Brand/Talent ambassador" participate and Win it...wow that would be just too Big for the brand.


Article by www.brandingingoa.blogspot.in
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