interesting

You don't talk about the brand in itself and still build yourbrand. You reach out to a segment, which is not primarily yourtarget group and yet promote your brand.
Hyperbole? Not at least if one goes by what Samsung India, an armof the $ 103.4 billion global leader in semiconductors,telecommunications, digital media and digital convergencetechnologies  Samsung Electronics, is doing riding on the Olympicswave.
Samsung India is organising a Samsung Olympic Games Quest, afirst-ever quiz contest on the Olympics for schools across thecountry, in association with The Times of India group.
Samsung India is the sponsor of the Indian team for the forthcomingBeijing Olympics and also a Worldwide Olympic Partner. "Samsung'sassociation with the Olympics is helping the brand gain recognitionglobally and in India too through indirect brand building," said HBLee, president and chief executive officer, Samsung - South WestAsia Regional Headquarters.
"A leading producer of digital TVs, memory chips, mobile phones andTFT LCDs (thin-film transistor liquid crystal displays), Samsung isalready recognised as one of the fastest growing global brands.Sumsung India is seeking to strengthen the Olympics movement inIndia by organising the Samsung Olympic Games Quest in India." Leesaid.
"We believe that this national-level quiz will provide the childrenparticipating an opportunity to learn and develop more interest inthe Olympics and at the same time build more support for the Indianteam to the Olympic Games," Lee added.
Samsung India had also set up a Samsung Scholarship Programme tosupport top Indian athletes for their training expenses for a yearbetween October 2007 and September 2008 as they prepare for theOlympic Games. The Indian athletes selected for programme have beenidentified as Samsung Olympic Ratnas. Under the programme, Samsunghas been and will be providing scholarship support and relatedmarketing/advertising services.
"And going beyond advertising, our effort has been in the directionof supporting the Indian team and players, generating interestaround the Olympics and strengthening the Olympic movement," said aSamsung India spokesperson.
Samsung's quiz competition kicked off in Kolkata on July 22 andwill eventually also be held in Bangalore, Mumbai and Delhi.
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