Sports Branding - Olympics

What do you expect from this class?

Define branding in your own words

I can define the following

• Brand resonance

• Brand relevance

• Brand reach

• Brand richness

What is your favourite moment at a past Olympic games?

Have you ever worked for or done an internship at a company that sponsored the Olympics?

• Yes

• No

Have you ever studied branding before?

• Yes

• No

• Yes even sports branding

• No but I've done a course on the Olympics before

Which of these is not a type of relationship a customer could have with a brand

1) Utilitarian — People develop attitudes towards things to re-

flect how useful or rewarding they are.

2) Knowledge — People develop attitudes to provide meaning-

ful, structured environment and some degree of order, clari-

ty, and stability in our view of the world

3) Value-expressive — People develop attitudes to express

basic values, reinforce self-image.

4) Ego-defensive — People develop attitudes as a means of pro-

tection and a defense mechanism from anything threatening

• Utilitarian

• Knowledge based

• Ego Defensive

• Passion

• Value expressive

I can define the following

• Brand resonance

• Brand relevance

• Brand reach

• Brand richness

The Olympics is good for the city or country where it is held

• Yes

• No

• Not for everyone

I can give an example of a memorable campaign at the Olympics

• Yes

• No