What's in a name? Telecom giant finds out

By putting its name in lights at the Carolina Panthers stadium, Ericsson says it has dramatically increased its name recognition across the country and created a ready-made entertainment spot for top executives and potential clients. Ericsson made its 10-year, $20 million deal with the Charlotte sta...

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Bibliographic Details
Published inThe Business journal (Charlotte, N.C.) Vol. 14; no. 29; p. 3
Main Author Zoghby, J C
Format Journal Article
LanguageEnglish
Published Charlotte American City Business Journals 22.10.1999
Subjects
Brand identification
Cellular telephones
Corporate identity
Electronics industry
Professional football
Service introduction
Stadiums
Charlotte
NC
United States > US
South Atlantic
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Summary:By putting its name in lights at the Carolina Panthers stadium, Ericsson says it has dramatically increased its name recognition across the country and created a ready-made entertainment spot for top executives and potential clients. Ericsson made its 10-year, $20 million deal with the Charlotte stadium owners because its biggest selling season corresponds with football's schedule, giving a brand boost at the right time, says Kimberly Korb, a marketing manager for Ericsson consumer products. While Charlotte has the Ericsson moniker on its NFL stadium, Raleigh-Durham has benefited most from the hardware manufacturer's expanding employment since Ericsson started a research-and-development center there in 1990. Today, 1,300 Ericsson employees work on creating and manufacturing wireless communication devices, including digital handsets and basestations.
ISSN:0887-5588