Answer:

All brands try to represent something. When successful, this results in a connotation like hip-hop with Sprite, or chasing chicks with Axe, or a positive attitude to life with Coke. In the course of brand building, our intention is to link brand image to a well defined idea, so that our brand will be the first thing coming to people’s minds, when they hear the word. Developing such a connotation takes a lot of time and money. There is growing need for interactive communication, which requires the development of own content. In the case of sponsorship, the brand supports an event which already exists, whereas the development of own content takes places in line with brand objectives from the very beginning. Strategic sponsorship is used for smaller brands, whereas it is difficult to find an existing event which would be suitable for the Coca-Cola vision, apart from the Football European Cup or the Olympic Games. In Hungary, we focus on own content, like the Coke Club in Siófok. The essence of own content is being unique, iconic, having a concept which is exclusive.. Special performances like Carmina Burana by the Szegedi Kortárs Balett are needed. Very diverse programs like DJ-s, ballet, aerobic and the Cow Parade have all been hosted by the Club. .Boosting sales is not our direct objective, because own content has no measurable effect on sales in the short run. However, it can help in building an image-connotation, which will eventually make a difference in the long run, with people standing in front of a shelf, wondering which brand to choose.