The Research On The Branding Of The United States Olympic Committee

Presently it is not only the severe competition that catches eyeballs in Olympic Games.Gradually,experts and practitioners are getting more interested in how to apply marketing theories into the Olympic Movement to enforce its development.The marketing and development of National Olympic Committees directly influences the performance of a nation in Olympic Movements.On the basis of former experiences,people get to know that emphasis on the quality of products cannot ensure constant growing of an organization.In this mcommercialized society,even being non-profit organizations,National Olympic Committees are learning from corporations of how to market themselves,during which process the power of brand got more attention.The United States Olympic Committee enjoys over 100 years history ever since its establishment.It has never been relying on any financial support from the government,but depended on the revenue generated from its marketing.Through ways like promotion,advertising and sponsorships, it enlarges the revenue channels,upgrades the brand image and accumulates its brand equity with the goal of being financially independent.Brand positioning is the first and key step in the whole process of branding, which determines the choosing and application of brand promoting strategies.After discussion on the brand positioning and strategy choices of USOC,we would analyze how it designs diversified programs to fulfill the needs of various stakeholders.Lastly,in the face of ambush marketing,what are the methods USOC adopts to protect its own brand and the benefits of sponsoring enterprises?Some of these ways can be learned and used by other National Olympic Committees.The experience of USOC mav also contribute to the future development of the Chinese Olympic Committee.At the end of there gives suggestion with the purpose of helping developing National Olympic Committees in a healthier and more effective way.