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Olympic Brand Management

Author: ShenZhen
Tutor: LuoShiMing
School: Suzhou University
Course: Physical Education and Training
Keywords: Olympic Olympic brand Brand Management
CLC: G811-F
Type: Master's thesis
Year: 2009
Downloads: 56
Quote: 0
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Abstract

Since the 1950s , David Ogilvy , the United States first proposed the concept of brand , to the globalization of the world economy into the 21st century , the brand becomes increasingly obvious symbolic significance for the economic development . The brand is an economic concept , it is different from the traditional sense of the trademark , is also different from the name of the product in the general sense . Olympic brand is a product of modern industrial civilization , from 13 members in 1894 to now in 205 countries and regions , and would like to become a leading global brand , not simply a time to accumulate the results from a person 's record , and is the result of a set of brand strategy planning and execution . When demonstrating the Olympic flag and pentacyclic pattern , the father of the modern Olympic Games , Pierre de Coubertin, the Olympic Congress in Paris in 1914 , the Olympic brand logo will gradually become the most well-known brand identity , Olympic Games every four years to show the enduring vitality of the Olympic brand . Olympic brand as far more than Coca-Cola and other well-known international brand value , the fewer resources put into the high rate of return on investment and resource allocation capabilities, making it a huge success , as the planet's most successful international brands First , the international Olympic Committee and other relevant organizations is how to ensure the growth and innovation of the Olympic brand value it ? extensive collection of information on the basis of the Olympic brand management for the study, mainly borrowing literature . logic analysis research tools , specifically the classification of the Olympic brand management planning. spread. improved. assessment issues , trying to sum ??up the basic law of the Olympic brand management . general theory and the successful operation experience . Studies have shown that vision showed the Olympic brand management process . Integration of resources . Times . Progressive build brands , will have a profound impact on the sustainable development of the Olympic Movement , and other social organizations brand management and brand strategy has important reference significance .

Olympic Brand Management

Abstract

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