How Vendor Sponsorship Helps in Building Brands

DVCOM Brand Building Program (BBP) in its uniqueness choses the right alliances with vendors with long term visions and commitment for long haul. There are three key factors that are significantly important for the vendor, which are; Brand Emotion, Brand Experience and Brand Exposure.(3E)

Brand Emotion

Vendor sponsorship plays a key role in building their Brand equity in the region through various brand building initiatives in reaching out to the right audience. The emotional associations driven by the functional characteristics of the Brand is important for it to live and shine. Brand lives longer and survives with its leadership, vision, local & global presence and acceptance. Sponsorship often provides a unique and effective vehicle for developing the much needed associations and collaborations. Brand building at emotional level helps the vendor to contemplate its positioning strategy in connecting with the right audience at the right time. Right partnership alliances is the key to the gateway of success. Larger the association is, the wider the brand reach.

Brand Experience

Brand experience proves the brand excellence. Therefore, vendors sponsoring the market events enhances the brand experience for the larger audience to witness its worthiness creating ample result oriented prospective opportunities.  Through the vendor’s sponsorship initiatives, the associated partner community gets hugely benefitted with unparalleled rewarding incentives, which is a booster to the business.

DVCOM has been hosting such events regularly each year and; one such event is DrayTek Channel Champ jointly organized under the sponsorship of DrayTek.  DrayTek Channel Champ event invites all the associated partners to receive the rewards and awards for their annual performance. During the event, the new product launch is also displayed for partners to witness the avenues to design business specific solutions for complex environments maximizing the end users benefits and the profits. Partners are also trained during such events on the new launch enabling them to explore new and unexplored prospects to position the solutions effectively. Yealink Marathon is also one such event organized jointly by Yealink and DVCOM to do a virtual run to enhance the sales.

Brand Exposure

Brand exposure is achieved through marketing initiatives, Social Media campaigns, special sales offers, partner training programs, partner award ceremonies, brand promotional joint events at partner-distributor level, which are the key strategic brand exposure activities.

Determining, how the brand exposure awareness has impacted the targeted audience, it is imperative to conduct pre-post surveys to understand, if the various events and activities have been resourceful and informative from the business solution perspectives. A new product launch and its unique proposition can add lot of value for partners to identify and capitalize new opportunities.

Therefore, a new product technology will reflect vendor’s innovation strengthening the value proposition of a brand benefitting the audience, it is being designed for. Vendor’s sponsorship is a powerful source, which opens up the avenues for PR, print media coverage as the best ways and mean for a maximum outreach.

Building and Managing Brands

Brand Leadership

DVCOM Brand Management includes: Conceptualization of ‘Brand Architecture” – how multiple brands relate to each other –and their insights into the ever-changing dynamics in MENA market.
We do intelligent guidance techniques with Brand Leadership which is the visionary key to business success in the future.


Communication and other brand-building programs are needed to realize the brand identity. Partner Programs and Training not only enables brand identity but also help define it. Having execution elements pre-defined with vendors/suppliers will make strategies more clear and provide confidence to the partners that strategies are achievable.
Brilliant Execution plan is the task of the Distributor which creates an impact over time. There is a difference between good and brilliant. The problem, of course is that there is a lot good around and little brilliance. The challenge is to be noticed, to be remembered, to change perceptions, to reinforce attitudes and to create deep customer relationships. Good execution rarely moves the needle unless a good MDF is allocated from the Vendor side.
Brilliant execution requires right marketing tools. These tools are often more than just advertising. Sometimes advertising plays a small role or even no role. One key is to access alternative media. All the communication channel should be synergistic and consistent on strategy.
Successful brand building program involves measurement. Without measurement, budgets become arbitrary and program cannot be evaluated. So the key is – indicators that tap all dimensions of brand equity: brand awareness, perceived quality, VAR/SI’s loyalty and associations that include brand personality as well as organizational and attribute associations.
Relying on Short term financial indicators alone is a recipe for BRAND EROSION rather than BRAND BUILDING.
Vendors who are particular about BRAND EQUITY may contact: