Building a Strong Brand with Sponsorship & Events Leveraging

Brand equity thrives when leveraged with sponsorship and events resulting in a brand that can stand the test of time. One such company that knows this all too well is Inyatsi Construction; this ensured that it cemented itself in the minds of Swazis.

If there was a poll to rate the most loved company in Swaziland, Inyatsi would definitely be in the running for first place. This company immersed itself into charity donations and sponsorships around the country and quickly grew in popularity. Inyatsi, through its relentless sponsorships managed to secure a spot in the Top Brands Swaziland 2016 survey that was conducted by Yati Marketing.

According to www.inyatsi.net Inyatsi sponsored E1.5 million that was awarded to Mbabane Swallows and it also enjoyed a stroke of luck as the team won the cup. In June 2015, the company initiated an employee wellness program aimed at promoting healthy living amongst employees and decreasing employee turnover. In December of the same year, Inyatsi partnered with the Cycling Association of Swaziland to present the Fun Toy Ride of 2015. Entrants were encouraged to donate to the needy.

It would be difficult to find a national sporting event that does not have any form of Inyatsi Construction branding in it. March 2016 saw a rebirth of one of the country’s biggest leagues, the Ingwenyama Cup. Inyatsi was one of the ever present features during this cup as the black buffalo was always in plain view.

As far as marketing strategies go, Inyatsi construction has one of the best approaches to understanding their primary consumer (government).  Their sublime marketing strategy geared towards attracting it’s secondary (Swazi’s) consumer seems to have been formulated to draw in their primary consumer. Identifying key influencers an decision makers is key in developing effective sponsorship based brand building strategies.