A Study On Brand Communication Of Companies Under Olympic Situation

As an international sports game, Olympics can attract much more people's attention than other ones. So the Olympics held every four years is not only the arena for athletes realizing their dreams and winning honors for their country, but also a great stage for top companies promoting their brands. The world have eyes on Beijing because of 2008 Beijing Olympics, so the situation provides Chinese companies with a great chance for self development and Brand communication. Now, the Olympics is over, the research and review of the wins and loss can give great guides and experience for Chinese brands going overseas.Brand communication based on Olympics are different from the traditional communication activities. The Olympics itself has great brand familiarity,brand reputation and loyalty, it has priceless brand assets. At the same time, the Olympianism pioneered by Pierre de Coubertin with 100 years'development has been widely accepted by the world and become the Olympic cultural essence. From the perspective of Olympic propaganda attributes, Olympics is not a mere sports game, but also a borderless and influential medium. Because of these reasons, many companies have the feature of promoting their own brands depending greatly on the Olympic platform.According to the Communication Theory of 5W mode, the process of company brand communications is the company relevant with Olympics or not can promote brands relevant with Olympics to general public concerned with Olympics using public communication methods such as advertisements, public relations and news. This paper had a deep research on the each element of the process of brand communications and discussed the brand communication strategy based on Olympics: firstly, company itself should consider whether sponsoring Olympics from three respects such as development strategy, brand intension and product type , their own economic power; secondly, accurately find the meeting-point of company brand and the Olympics; thirdly, making integrated marketing communication plan, guarantee the communication activity going well; at last, review the Olympic brand communication and gather lessons for Chinese company.