John Hancock had Two Mommies  

Oleh:

Cole, CL

Jenis: Article from Journal - e-Journal
Dalam koleksi: Journal of Sport and Social Issues vol. 29 no. 3 (Aug. 2005), page 227-231.
Fulltext: 227.pdf (63.4KB)

Isi artikel

Top-tier sponsors of the Olympics, such as Visa, American Express, and John Hancock Financial Services, Inc., an investment and life insurance company, believe that their brands are enhanced through their alliance with the games. Visa representative Joe Carberry claims that after they became a global sponsor in 1986, consumers began to talk about Visa in the same terms they talked about the Olympics. Carberry calls it “equity transfer” (Shalit, 2000). Bank of America representative Julie Davis states that their sponsorship will produce “tangible, measurable improvements in attribute ratings” (Shalit, 2000). Steve Burgay, vice president of John Hancock, calls the injection of the global glory surrounding the five rings a halo effect. And Burgay claims that John Hancock can quantifiably prove that “when you join your logo with the rings, your logo is enhanced” (Shalit, 2000).

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