Space exploration marketing and the development of a global brand equity

Paper number

IAC-06-E2.2.07

Author

Mr. William Widjaja, International Space University (ISU), France

Year

2006

Abstract

Space exploration is one of the most popular culture activities that modern human engage in. The publicity and media generated from space exploration caused buzz and attraction within news agencies around the world. The massive popularity of Space exploration is intangible assets that space exploration agencies failed to exploit to increase the research and mission budget. 

This paper aims to determine the benefit of sponsorsing the Space exploration activities and to prove that Space exploration marketing can lead to an increase in the global image of a brand. The paper also highlighted ways and methods how private sectors could utilize participation in space exploration to globalize their brand. As Space does not belong to a single nation, using the theme of Space Explorations in sponsor’s marketing campaign could communicate international brand image to the worldwide audience, thus leading to a global brand image. Space exploration is also associated with cognitive ideas of modernity and advancement in technology which communicates a message that links the brand with  the idea of modernization and future technology to the audience. 

In this paper, we take a closer look on how space marketing has evolved in the past year. Analysis was carried out on one of the Japanese brands which recently sponsored and supported the space exploration activity. Japanese Cup Noodle Brand “Nissin” shot an advertisement onboard the International Space Station last December. The advertisement communicated a “No Border” theme to the audience giving “Nissin” a global brand image while the advertisement met its target of generating huge publicity and excitement among the Japanese public. This conclusion is being supported by a survey conducted on 150 local Japanese that watched the advertisement when it was broadcasted in Japan during the end of last year. The survey showed how the brand image of Nissin changed after the broadcast using space advertisement. Based on “Nissin” survey results, it is shown that sponsorship do benefit from publicity generated by the space exploration mission in accordance to the amount of support they give to the space mission. In other words, it is safe to say that engaging in space exploration sponsorship will boost the global brand image of the sponsors. 


Daisuke “Dice-K” Enomoto trip to the International Space Station this fall will generate a lot of publicity among the Japanese Media. This paper also will include a preliminary analysis of the publicity received by “Dice-K” sponsor brand. The analysis will include an early coverage on the amount of brand exposure received from story generated by Daisuke “Dice-K” Enomoto story and what positive benefits the sponsors receive from sponsoring “Dice-K” attempt to be the first commercial Japanese Space Tourist to visit the International Space Station.

Abstract document

IAC-06-E2.2.07.pdf

Manuscript document

IAC-06-E2.2.07.pdf (🔒 authorized access only).

To get the manuscript, please contact IAF Secretariat.