Leveraging the Olympic brand through the reconciliation of corporate and consumers' brand perceptions
by Benoit Seguin, Andre Richelieu, Norm O'Reilly
International Journal of Sport Management and Marketing (IJSMM), Vol. 3, No. 1/2, 2008

Abstract: Over the past 30 years, the International Olympic Committee (IOC) has adopted marketing as a key focus of its operations. In turn, the organisation has developed a variety of sophisticated and widely acclaimed marketing practices such as its TOP programme. It has also supported a large number of studies on Olympic marketing. One important observation resulting from these studies is that corporate managers' and consumers' perceptions of the Olympic brand differ from each other's views on a number of areas. The current research seeks to understand this dichotomy and to provide the Olympic brand with insightful direction. We offer specific recommendations to the IOC and their partners, as well as suggestions for future research.

Online publication date: Sun, 02-Dec-2007

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