Post Olympic Marketing: More Emphasis Should Be Placed On Brand Connotation.

There is no doubt that this is an unprecedented successful Olympic Games.

The opening ceremony was wonderful and shocked the world, which made a good start for the success of the Olympic Games. The zero complaints operation of all the Olympic venues and organizations won the "five satisfactions" of the International Olympic Committee, which proved the excellent organization and management level of the host. The 38 world records were broken, which explained that the competitive level of the major events of the Beijing Olympic Games was the highest level, and the Beijing Olympic Games will also follow these records in the annals of history.

The Chinese Olympic Legion will undoubtedly win the gold medal list for the first time, and it is the perfect ending for the Olympic Games.

Dozens of Chinese enterprises represented by Lenovo, Haier, and Erie have actively participated in Olympic marketing through their partners or sponsors, and have shared the Olympic feast.

The non Olympic partners or sponsoring enterprises represented by Mengniu also played a big role in the Olympic Games, and launched a positive Olympic marketing offensive. More enterprises took the Olympic Games as the starting point and got a share in the "promotion" level.

The Olympic Games will soon come to a close, and the Olympic marketing will also enter the post Olympic stage.

Therefore, the Beijing Olympic Games are known as the "century dream" of our nation.

The success of the bid from 2001 to 2008 was seven years.

Anticipation and waiting are long, but the Olympic Games are only sixteen short days after all.

With the fall of the Olympic curtain, the Olympic fever will gradually cool down.

One is to concentrate from the surface to the point.

That is to say, after the Olympic feast, the hot spots will mainly focus on the stars who won the gold medal, especially those stars, such as Boulter, Phelps, Robles, Li Xiaopeng, Lin Dan...

Two, with the enthusiasm of the masses gradually returning to peace and rationality, the Olympic Games will leave more to us the aftertaste and sharing of the connotation.

However, if we can effectively make use of the Olympic waste heat period from half a year to a year, we can establish long-term brand potential energy.

Because the impact of the Beijing Olympic Games on China is great and far-reaching.

The Beijing Olympic Games will be a highlight of CCTV Spring Festival Gala in 2008.

The influence of the Beijing Olympic Games on the world is relatively scattered, and it is not easy to focus on the big climax, but it is also profound and extraordinary.

The countdown of "one thousand hits" and the "movable type printing" brought the opening ceremony to the climax at the beginning of the opening ceremony. It was shocking, shocking, shocking, shocking and shocking to the world that the brilliant creative ideas, the magnificent scenes and the combination of modern technology and ancient civilization.

But in the later performance, although there are still moving plots such as the slow rhythm version of "singing the motherland", in general, the shock and excitement of the people did not surpass the "thousand person strike" and "movable type printing". Therefore, from the spiritual experience of a part of the audience, there is a suspicion of "a tiger's head and a snake's tail".

Another reason for the "end of the tiger" is that it shows too little of the great achievements of modern Chinese culture, especially in the past thirty years of reform and opening up.

Instead, we should explore the deeper meaning and historical origin.

What should we show to the world when our nation's century dream comes?

What should we show most?

Is it the achievement of the fifty-nine years since the founding of the people's Republic of China, especially the great achievements of the three years of reform and opening up?

This is a huge proposition, a historical proposition, a proposition for marketing the nation and marketing the country.

The Olympic Games is a celebration of the whole mankind. The Beijing Olympic Games is the world's most celebrated event in China, which is staged by globrand.com.

How can we create, extract, enrich and integrate a creative team headed by a son in the face of such a huge historical proposition, national proposition and national proposition?

Just like our marketer, how to define the core value of this time-honored brand in the face of a century old brand?

What about our civilization?

In the history of 5000 years, we have Confucius, a hundred schools of thought that have influenced the whole civilization.

In modern times, are there Lu Xun, contradictions and modernity?

Which depicts modern life?

There may be a lot of sacks and a few sacks, but you have to stand out.

To say everything is not to say that everywhere is thick and colorful.

More importantly, it is possible to host the twenty-ninth Olympic Games in 2008, which is a concentrated reflection of the great achievements made since the founding of the people's Republic of China, especially in the thirty years since reform and opening up.

China / the Chinese nation, the brand of our country and nation, is the "mother brand" of all Chinese enterprises.

The opening ceremony of the Beijing Olympic Games seems to be "a snake in the tail, a thick and thin old", but in fact it is "detailed and appropriate, prominent theme", perfectly interpreting the core value of Chinese brand, and achieving the strategic goal of Marketing China perfectly before the whole world.

Tsingtao Brewery gives us a very good demonstration in this respect.

Tsingtao Brewery, in cooperation with Qingdao Tourism Bureau, will print the famous tourist attractions in Qingdao to achieve the organic integration of tourism and wine culture.

Tsingtao Brewery can do this, and we will simply analogy: Confucius - Analects, Sun Tzu - Sun Tzu's art of war, Taijiquan, calligraphy...

Can it be copied to the brand of our Chinese enterprises?

Can such brands and products take the east wind of the Beijing Olympics to the world?

Half talk can govern the world.

When the whole world goes into the Chinese civilization with the eyes of wonder and appreciation, when we come to China, we ourselves, the Chinese, must remember that forgetting history is betrayal. Only by inheriting our own national civilization can we go far in all fields of the world.

It seems that the potential is pressing, but in reality it is epitaxial marketing.

For example, Haier, as the sponsor of the Olympic Games, has sixty thousand products sponsoring thirty-seven Olympic venues, and the cost of sponsorship is almost one hundred million.

The author thinks: this kind of enterprise has neglected a very fatal question: how does the consumer view Beijing Olympic Games sponsor (partner)?

A large number of consumers just take it for granted that you are a sponsor, don't you just pay?

In fact, to become an Olympic Partner or sponsor, it is not simply to afford money, but to undergo very strict screening and testing.

It is the key to embody the strength of enterprises and brand competitiveness that we can win the qualification of partners or sponsors in many competitors. Unfortunately, the overwhelming majority of our enterprises entering the Beijing Olympic Games "Olympic marketing" have ignored this point.

We need to further communicate two aspects to the broad audience: first, only first-class enterprises and brands can become Olympic partners or sponsors; two, as partners or sponsors, what is the effect of cooperation or sponsorship?

Did you get any good reviews?

Who has won the high praise?

What kind of praise did you get?

However, Liu Xiang retired because of injury, but gave Illi a head start.

Generally speaking, the role of celebrity endorsement is mainly to enhance the popularity of the brand, followed by the influence of the star's influence on the consumption behavior of its fans.

As Erie, the purpose of asking Liu Xiang to endorse is obviously the latter.

The lack of judgement on Liu Xiang's accident or failure also led to the brand communication of Liu Xiang endorsed entirely in the Olympic marketing.

"One world, one dream" is the theme of Beijing Olympic Games.

This theme is appropriate for all human beings worldwide.

However, as Erie, it is the brand of Olympic marketing.