Study On Brand Communication In The Olympic Marketing

As the global and the most significant sports meeting, the Olympic Games is notonly a competing space for athletes, but also provides a global communicationchannel for the companies at the same time. It's a great stage for self- demonstrationand an entirely fair and vivid brand feast. Therefore the Olympic marketing alsobecomes a part of the marketing strategies in some companies. Since Beijingsucceeded in bidding for the 29th Olympic Games, the companies in China have gotthe wonderful opportunities to show on the Olympic stage. This great chance bringsopportunity, and at the same time takes along new challenge for Chinese companiesand brands. The Olympic Games offers an outstanding and advantageous platform forthe construction of the brand and enhancement of a brand's good reputation. Atpresent, the preparing works of the Beijing Olympic Games is carrying on, manydomestic companies participate in the commercial supporting for this Olympic Games.Compared with the marketing-experienced multinational corporations in the Olympicworld, the domestic companies need to take the advantage of the Olympic resourcesand the potentials in an integrated way, and make the Olympic brand communicatingstrategic plan for the maximization of the enterprise brand value.