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Branding and its effect
Two major thrusts in sports marketing
Sports Marketing Chapter 3
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Introduction
Brands have become subjects of increasing interest to marketers over the years. There have been extensive studies to understand the idea of what a brand is. While taking into consideration the success of a brand, the marketers must ask whether - sales, contribution to market share, additional profit margin, loyalty generated, and awareness or corporate image contribution are the key factors that drive the success or failure of a brand. However, today marketers must look from a different viewpoint - not from the viewpoint of those who create, develop and nurture brands but from the point of view of the ultimate audience, the consumers of brands. Therefore, a successful brand understands its perception and therefore the people who perceive it (Keller, 2003).
The Sydney 2000 Olympic Brand: Focus on Brand Elements to Build Brand Equity
Sydney 2000 is an unparalleled brand management success story. The full integration of the Sydney 2000 brand development and brand management philosophy was central to the overall success of the Sydney 2000 Olympic Games and marketing programs. Sydney combined the core values of the Olympic Image with the unselfish, dynamic and optimistic spirit of Australia, providing Sydney 2000 with a powerful brand platform (The Olympic, n.d.). Every aspect of the 2000 Olympic Games from the Olympic Torch Relay to the Olympic Arts Festival, from the Look of the Games to the Olympic Games volunteer program communicated the values of the Sydney 2000 Olympic brand (The Olympic, n.d.). The Olympic Games is a celebration of hope, the joy in effort, and the dreams of the athletes. This overall Image of Olympism offered a foundation from which to launch the Sydney 2000 Olympic brand. Sydney combined this Image with the mission of the 2000 Olympic Games to form a cohesive, expressive and emotive brand for Sydney 2000 (The Olympic, n.d.).
Sydney's mission was to keep a threefold promise (Olympic, n.d.). First, Sydney sought to host the Athletes' Games, an Olympic Games especially dedicated to celebrating the dreams and achievements of the Olympic athlete, and to providing a positive environment in which the Olympians could thrive. Second, Sydney sought to host the Green Games, an Olympic Games unsurpassed in its commitment to respecting and protecting the natural environment. Finally, Sydney sought to leave a legacy for sport a legacy of financial support for Olympic athletes and hopefuls in Australia and throughout the world, and a legacy of state-of-the-art sport venues for all people of Australia to enjoy.
Since 776 BCE, the Olympics have been a way for people of different cultures to come together and compete in friendly competition. In 1892 the first modern Olympics were held in Athens, although it had been over a thousand years since the last game it still had brought together an assortment of different religions and ethnic groups together. Many factors shaping the Olympic Games reflect the changes that have taken place in our world since the last game in 393 CE in Greece such changes include woman’s suffrage, global economy, world wars, and proving competency.
There are many factors that have shaped the cutting edge Olympic development from 1892 to 2002. The unique objective was to make a global group through games rivalry. Much like the Ancient amusements between Greek city-expresses, the recreations were made to advance solidarity. Be that as it may, as time passed numerous overall occasions, for example, the Cold War and ladies' suffrage adjusted the objectives of the Olympics. Political perspectives and developments started to shape the Olympics. Furthermore, economic increases and interests turned into an essential part of the Olympics. The cooperation of countries amid the twentieth century included patriotism, and additionally social, political, and economic purposes behind joining and taking
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
The economic benefits of the 2000 Olympics can be classified as direct and indirect. Direct benefits include the impact of the Olympics on exports, investment and employment. In terms of exports, the main impact will be inbound tourism, sponsorship fees, media broadcast rights, and ticket sales. The staging of the Olympics will encourage more international tourists to visit Australia. Sponsorship fees received from international sources were strong leading up to the Olympics and according to the Reserve Bank of Australia (RBA), broadcast rights, approximately one billion dollars in value, were recorded as exports in September quarter 2000. Ticket sale sold to overseas visitors,...
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
The Olympic Games plays a significant role in the world. The relationship between it and host countries is important to investigate for comprehending cultural studies. According to Xu and Kirby (2008), the Olympic Games has a considerable impact on the expression of national identity. For example, London applied this approach to promote its national identity. This can be discovered from the BBC video called James Bond escorts The Queen to the opening ceremony in 2012 (2012): an amiable identity is perceived by the audience through presenting corgi at Buckingham Palace. Moreover, China is no exception. There is an image about the opening ceremony of the 2008 Olympics, it shows a spectacular drumming performance. In addition, an article about
The Olympic Games. The biggest international sports competition in which the worlds’ best athletes compete from all around the world to win medals for their countries. The Olympics have been a worldwide tradition since the eighth century BC, but it has hardly benefited us as a species. Every time we have the Games, our resources are abused in order to create the Olympics we desire. Huge amounts of money are used to build venues and make medals, only leading up to the countries who host the Games going into debt afterwards. There are only rare cases in which the countries earn money from hosting the Olympics, but most of the time the debt that they get themselves into take years, or even decades to pay off. You might ask yourself, why do we even host the Olympics, if it has these huge disadvantages? The answer is because we want pride for our countries, no matter how temporary it is. Knowing this, we can safely say, that the Olympic Games do not help us grow as a species.
The first Commonwealth games was held in 1930 in Hamilton, Canada. 11 countries and over 400 athletes participated during this event to take part in 6 sports and 59 events. Since then, the Games have been hosted every four years. (Australian Commonwealth Games Association) From 1930 to 1950 the name of the Games changed to British Empire Games. It was only until 1978 when they changed the name to the Commonwealth Games. (Commonwealth Games Federation). My vision for the Commonwealth Games in 2026 is to have the Games with athletes that are healthy and competitive that leaves a great memory in history. I want to contribute so that the Games can run with competitiveness in a fun and healthy environment that can be beneficial for the city or
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
Today we recognize the prestigious Olympics every four years and it is labeled as the best sporting event the world has to offer. If you are in the Olympics, you are put into a category of being a supreme athlete and will represent your country with the best of your ability. Olympians are role models to children of all ages because of the simple fact that only a select few get to represent their country in front of millions each four years. The Olympic games is a test of honor and strength and it brings out the best of every participant involved. Some of the athletic games that Olympics have to offer include wrestling, javelin, and boxing, and many more.
Introduction Today, the Olympic Games are the world's largest pageant of athletic skill and competitive spirit. They are also displays of nationalism, commerce and politics. Well-known throughout the world the games have been used to promote understanding and friendship among nations, but have also been a hotbed of political disputes and boycotts. The Olympic games started thousands of years ago and lasted over a millennium.. The symbolic power of the Games lived on after their demise, and came to life again as the modern Olympic Games being revived in the last century. Both the modern and Ancient Olympics have close similarities in there purpose and in there problems.