Brand association is you biggest competitive advantage. This is what distinguishes one company from the next. Because of technology advances like the internet, building a strong brand is no longer just for the big guys. Small players can build a strong international brand. One of the most powerful ways to do this is through cause marketing.
Linking your brand to a non-profit group or charity is referred to as cause marketing. If you want to
give back to the community, then this is an opportunity for you to boost your business and your brand as part of your community involvement initiatives.

As South Africa celebrated the return of the Springboks after a triumphant Rugby World Cup campaign, Yvonne Johnston, CEO of the International Marketing Council (IMC), called on South Africans to show the same passionate support for the country's hosting of the 2010 Fifa World Cup.

"With the backing of the entire country spurring them on, the Bokke showed the world that South Africa is truly a nation of winners," Johnston said in a statement issued by the IMC, the custodians of Brand South Africa and its slogan, "Alive with Possibility".