Where Is The Brand Road In Post Olympic Era?

Once the enterprise chooses the Olympic marketing, it chooses the strategy of using the platform of the sports to mold the brand. Therefore, it needs not only to take different stages of strategy with consumers in the post Olympic Games, but also to change the marketing strategy suddenly because of the end of the Olympic Games. The Olympic Games is a great event to promote people's sports and sportsmanship. The 2008 Olympic Games will bring more knowledge and Rethinking on the sports value elements to Chinese consumers. Therefore, the spirit and culture of people's understanding will not end when the Olympic Games are over, and enterprises should be able to penetrate the marketing activities to a longer time span.

For enterprises, after the Olympic Games and the Olympic Games, how to deal with the post Olympic era, especially how to link the brand appeal and spirit of the Olympic Games with the value of the Olympic Games, and to achieve the sustainable development of the brand in the post Olympic era, is a matter of concern for the Olympic marketing enterprises.

In the post Olympic era, we need to reflect on and summarize the former Olympic effects.

With the opening of the Olympic Games, the topic of Olympic marketing has come to an end. After December 31, 2008, most sponsors and non sponsors have returned to the same starting line. For enterprises wishing to change their position in the value chain, they need to consider the business mode of the post Olympic era. Some of the following issues should be put on the agenda of the enterprise: whether the brand positioning of the enterprise takes advantage of such opportunities as the Olympic Games? Is it necessary to adjust the brand strategy after the Olympic Games? Where should the next sports marketing strategy go?

Is it to continue to participate in the Olympic Games or to choose sports sponsorship for other events?

In the post Olympic era, the primary task is to evaluate the past Olympic marketing effect. After all, many Chinese enterprises are not rich in sports marketing and the use of the global stage such as the Olympic Games. It is very important to look back to see whether the previous Olympic marketing has achieved the desired results.

For a costly Olympic marketing, whether the Olympic marketing brings the brand's popularity and reputation in the eyes of consumers, and whether consumers clearly understand the brand image that the enterprises want to convey, etc., all need to be seriously assessed.

In the 2008 Olympic marketing environment, there were both sponsors and non sponsors. Many non sponsors also held a lot of marketing activities related to the Olympic spirit. These activities were also interfering with sponsors' brands to a certain extent. Therefore, for the sponsors brand, the test is even greater. Those who can achieve the expected effect through systematic and clear marketing strategy in sponsoring and non sponsoring marketing activities are the real Olympic marketing winners.

It is to summarize, to determine the next stage of brand action, and to take sports marketing as an important marketing strategy for enterprises. For example, Samsung has a system of Olympic assessment. It consists of four contents: the first is trust; the second is brand preference; the third is brand awareness; the fourth is brand reputation; and for the 2008 Olympic Games, Samsung also developed an evaluation system for Olympic sponsorship effect with professional companies, and will provide relevant data at the end of the Olympic Games 2~3 months. After these assessment results come out, Samsung can make revisions of the expected targets and will be used in subsequent sports marketing activities. Assessment not only

Similarly, Lenovo has a very clear goal of sponsoring the Olympic Games from the very beginning. After the pformation of the international image of the brand realized by the Olympic Games, it did not continue to invest in the Olympic Games. In the post Olympic era, Lenovo turned to other sports marketing events to spread the brand, and launched a deeper internationalization strategy with the help of the international brand established by the Olympic Games. This is also the result of timely assessment and summary, otherwise, the continuous investment is not good.

Post Olympic era is the beginning of new Olympic marketing?

The growth of brand can not be achieved overnight. It is the result of long-term efforts. Major sports events are a marketing platform that can break through culture and territorial boundaries. It can attract countless consumers' eyeballs. Therefore, for enterprises, if we can continue to make good use of physical education marketing, the economic benefits it brings and the role of promoting brand value dissemination is beyond doubt.

Therefore, whether the post Olympic era is the end of an enterprise's marketing or the beginning of a new Olympic marketing, it is a need for enterprises to consider.

For a brand, once the Olympic marketing is chosen, the strategy of sports marketing must be adhered to in the post Olympic era, otherwise all the investment before it will become a sunk cost, because you just stare in front of the consumers in a short period of Olympic Games, and then do not appear on sports related stage. This is just a marketing tactic rather than a marketing strategy. Consumers need a stable brand that constantly surprises them, rather than a brand "speculator".

For 80 years, it has been recognized as one of the most successful Olympic marketing companies. In the course of 80 years of cooperation, Coca-Cola has integrated the Olympic spirit into the brand culture, made the Olympic marketing a closed loop, and added various cultural elements to the closed loop. Coca-Cola's Olympic marketing has no nodes. The end of the Olympic Games is the beginning of the next Olympic Games. Just like snowballs, the brand effect of Coca-Cola established by Olympic marketing is bigger and bigger. The spirit of "faster, higher and stronger" and Coca-Cola's "brisk, positive, and brave facing difficulties" brand spirit have achieved organic integration and continuous dissemination, so that the brand characteristics of Coca-Cola can be clearly displayed. Many brands have continued the Olympic marketing as a long-term development strategy. For example, as a long-term partner of the Olympic Games, Coca-Cola has been sponsoring the Olympic Games continuously.

Alec (Aggreko), as an exclusive supplier of temporary power and temperature control at the 2008 Beijing Olympic Games, also said that all the equipment used to lease the Beijing Olympic Games will be shipped to Vancouver to serve the next Winter Olympic Games and ensure the two Olympic Games.