Where Will The Brand Of The Post Olympic Era Go?

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 combine the different strategies of consumers in different stages after the 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 end, and enterprises should be able to penetrate the marketing activities to the further 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.

    后奧運(yùn)時代要反思與總結(jié)前奧運(yùn)效果 

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: does the brand positioning of enterprises take advantage of such opportunities as the Olympic Games? Is there any need 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.

Not only to summarize, but also to determine the next stage of brand action, and the more attention is paid to the sports marketing as an important marketing strategy, for example, Samsung has a system of Olympic assessment, consisting of four elements: the first is trust; the second is brand preference; the third is brand awareness; the fourth is brand reputation; 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

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.

    后奧運(yùn)時代是新的奧運(yùn)營銷的開始？ 

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 they can make good use of sports marketing, the economic benefits and the promotion of brand value dissemination are undoubtedly 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 tightness of the two Olympic Games.

When GE takes the Olympic marketing, it does not finish the publicity activities in the year or half a year before the Olympic Games. Instead, it began to publicize the most effective target groups for a long time. It is foreseeable that after the end of the 2008 Olympic Games, GE will continue its promotional activities.

For Olympic marketing enterprises, how to maintain the company's exposure and expand the influence of the company to alleviate the impact of the post Olympic era is the core issue facing the end of the Olympic Games, and whether to continue the Olympic Games is indeed a question worth pondering.

    后奧運(yùn)時代的品牌價值思考 

The closer the relationship between enterprise products and sports is, the better the effect of Olympic marketing will be. In the post Olympic era, the sports marketing strategy or the Olympic platform will also be logical. Some enterprises and brands that are not strongly associated with sports need to think about whether they need to enter the marketing pformation, because if the connection between the product and the Olympic Games is too far fetched, it will be difficult for the target consumers to pfer the enthusiasm of sports to the products.

As a long-term sports marketing, first of all, the need for Industry suitability, such as sports products, IT communications, beer, sports drinks industry, can establish good product attributes associated with sports events itself. Secondly, considering the match between brand elements and sports events, brand is not the spirit combination that can be included in sports events, such as "vitality", "struggle", "carefree" and "freedom".

The competition is therefore more consistent with the strategy, and the second is brand correlation. The slogan of the 2008 Olympic Games is "one world, one dream". Tsingtao Brewery's brand proposition is "passion accomplishes dreams", and brand relevance is also very large. Third, the degree of commercial space, and the Olympic Games itself is highly commercial. Enterprises should also take into account the input and output of commercial operation while disseminating the spirit of the Olympic Games and disseminating the Olympic culture. Therefore, it is also very important to improve the brand awareness and reputation by stimulating the growth of the business and gradually bring about sustained growth in the business efficiency. Therefore, it is expected that enterprises like Tsingtao Brewery will continue to serve their brands with sports marketing. When Tsingtao Brewery chose to become an Olympic sponsor, this is the way to think about its strategic positioning. First, the consistency of strategy. Tsingtao Brewery itself is an international brand, and the Olympic Games belong to the international community.

In the post Olympic era, the brand can not be as lively as the early and middle stages of the Olympic Games. Many brands need to return to the system of brand communication. For many brands, sports marketing is not just a matter of improving brand awareness. The influential sports events are indeed good media platforms, but the brand can not only see this point, but should well put the passion of sports and the spirit of sportsmanship into the brand connotation, so that the whole brand is full of vitality.

As a sports marketing in the post Olympic era, the sponsorship of the brand can not be too casual and what projects are sponsored. Only by changing "shotgun and bird" as a "fixed point blasting" can we continuously strengthen the core value of the brand, such as Lenovo in the post Olympic era. It will conduct global publicity through F1, golf, NBA and other sports events to create a high-end brand image. Therefore, abandoning the Olympic Games does not mean giving up sports marketing. This combination of marketing is more conducive to the continuity of its brand.

    后奧運(yùn)時代的品牌資源整合開發(fā)和利用 

    中國的體育文化與其他發(fā)達(dá)的國家相比，還大有潛力可挖，2008年的奧運(yùn)會無疑是一個非常好的契機(jī)，調(diào)動了更多的消費(fèi)者參與到奧運(yùn)中來，對于體育的熱情將會在奧運(yùn)之后延續(xù)下去，因此，關(guān)注體育的全民參與是后奧運(yùn)時代品牌營銷需要關(guān)注的要點(diǎn)，不僅如此，2008年奧運(yùn)會之后，還會有很多與奧運(yùn)有關(guān)的品牌傳播資源值得去挖掘和利用，整合利用這些元素去服務(wù)于企業(yè)的品牌策略，將可以取得更好的效果，同時也能夠與之前的奧運(yùn)營銷實(shí)現(xiàn)有序的對接。 

    首要的品牌資源是消費(fèi)者的情感資源。因?yàn)?008年奧運(yùn)會，舉國上下將會產(chǎn)生共同的情感上的共鳴，以及新的對于運(yùn)動元素的理解，大家這股熱情不會在短期內(nèi)消失，因此創(chuàng)建一些喜聞樂見的體育營銷全民參與平臺，也是品牌價值放大的一種策略。 

    排在第二位的是明星資源，體育明星的關(guān)注度已經(jīng)可以與娛樂明星媲美，而在2008年奧運(yùn)會后，衛(wèi)冕成功的運(yùn)動員、第一次拿到金牌的運(yùn)動員和體育團(tuán)隊都將是大眾關(guān)注的焦點(diǎn)，也會有全球更多的奧運(yùn)新星出現(xiàn)，消費(fèi)者心目中將會產(chǎn)生一些新的體育英雄，利用這些明星來為品牌進(jìn)行代言，將能夠幫助品牌樹立更加時尚和活力的形象，現(xiàn)在炙手可熱的劉翔就是一個代表，2008年之后還有很多劉翔這樣的新體育明星會備受矚目，將明星的特點(diǎn)與品牌進(jìn)行結(jié)合，選擇好的代言人在后奧運(yùn)時代為品牌傳播助力也是不錯的一個選擇。 

    第三是后續(xù)的賽事資源。奧運(yùn)會最大的作用在于激發(fā)了人們對運(yùn)動的熱情，全民運(yùn)動熱情的高漲，為體育營銷創(chuàng)造了非常好的市場基