Professor Marcos Bedendo, from ESPM, argues that companies need to know their brands to seek connection opportunities
The market has become accustomed to seeing the practice of naming rights, or the right to use the name, in stadiums and concert halls, but, in reality, this is a strategy that can cover other areas and support society. Negotiations are specific and depend on the type of property and legislation, among other factors.
The main difference between the right to use the name and other advertising space transactions is the term. Normally, naming rights tend to have longer periods so that people get used to the name. Companies may add naming rights for different reasons, but generally the main reason is to generate quick brand recognition or recall.
“A good example is Allianz Parque. Allianz is a very specific brand linked to the insurance market and, when they put their name on the stadium, it generates very quick recognition”, explains Marcos Bedendo, branding professor at ESPM. “Credicard Hall, back in the day, also did this. The idea was to create an association with moments of entertainment and leisure, so it made sense,” he adds.
Furthermore, brands rely on creativity when negotiating naming rights. “MorumBis ended up taking advantage of the “bi” to become “bis”. Does Bis need brand recognition? No. But, from a creative point of view, it was an interesting idea”, says Bedendo.
There are countless cases of successful naming rights, but those that are involved with the community are the ones that stand out the most, according to the professor.
“Wrigley’s, a gum brand from the United States, created Wrigley Field, associated with a baseball team. In Brazil, Parque Antarctica, which is now Allianz Parque, is a good example of this. It was called Parque Antarctica, because it was built on top of a park created by the Antarctica brewery so that residents of the region could enjoy the surroundings. These cases are almost like a return of companies that were located in certain places to local society.”
In Bedendo’s view, naming rights can be associated with all places, such as concert halls, bars, tours of lesser-known artists and even commercial buildings.
“I think Casa Natura Musical is interesting. It’s a small venue, so it’s brand recognition that Natura wouldn’t need to have. But there are always shows by national artists, usually lesser-known or less popular artists, so it creates an interesting involvement of what Natura is. When brands manage to transmit their values, purposes, identities, through this type of action, it creates more than mere name exposure.”
Read the full article in the June 10 edition of propmark
