Vancouver Olympics Brand Preso
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Brand benefit presentation based on sponsorship of Vancouver Olympics.
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Vancouver Olympics Brand Preso
- 2. play âSoul of the Olympic Gamesâ dvd the power of the Olympic brand
- 3. the power of the Olympic brand the power of the Olympic brand
- 4. fundamental principles of Olympism from the Olympic Charter - 1896 the power of the Olympic brand Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities of body, will and mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the joy of effort, the educational value of good example and respect for universal fundamental, ethical principles.
- 5. fundamental principles of Olympism from the Olympic Charter - 1896 the power of the Olympic brand The goal of Olympism is to place sport at the service of the harmonious development of man, with a view to promoting a peaceful society concerned with the preservation of human dignity.
- 6. fundamental principles of Olympism from the Olympic Charter - 1896 the power of the Olympic brand The practice of sport is a human right. Every individual must have the possibility of practising sport, without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity, and fair play.
- 7. fast forward 100 + years the power of the Olympic brand The IOC had a need to understand the Olympic image in todayâs world in order to: ⢠Understand how consumers feel about the Olympic image and confirm that the original Olympic image was being upheld ⢠Protect it, enhance and promote it consistently worldwide ⢠Leverage the power of the Olympic brand for long-term financial sustainability
- 8. defining the Olympic brand the power of the Olympic brand ⢠Research studies began in 1996 to define the Olympic Brand and apply traditional brand management principles ⢠Composed of qualitative and quantitative studies conducted in over sixteen countries between 1996-2006 ⢠Information provides resource for the IOC and sponsors, broadcasters, NOCs and OCOGs to use as part of the planning of marketing activities
- 9. a powerful dichotomy drives interest in the Games the power of the Olympic brand People believe the âŚ.but also see there is Games are just as no better achievement much about taking than winning a gold part as winningâŚ. medal They think the âŚ.but also that the Games are more than Games are the pinnacle just a sports eventâŚ. of all sporting events The Games are about âŚbut also a celebration unity, peace, a global, of diversity and patriotism communityâŚ.
- 10. recognition of the Olympic rings is pervasive % answering correct * the power of the Olympic brand 98% 97% 99% 99% 94% 95% 95% 96% 95% 95% 93% 81% 80% Al 12 Fr G I ta R B C M U C Ja So l -1 an er ly us ra an ex SA hi pa u C 9 ce m si zi ad ic na th ou an a l o n nt y a Af r ric ie a s * Olympic Rings, Olympic Games, The Olympics Source: IOC research, 2004, all countries
- 11. the Olympic rings symbolize the global community and sport aspect of the Olympic Games the power of the Olympic brand Five Continents 45% The Olympic 26% Games All Countries Peace/Harmony 21% Sport 16% Friendship 12% Q: As you may or may not know this symbol is the Olympic Rings. Can you tell me what you think the Olympic Rings stand for? Source: IOC research, 2004, all countries
- 12. other images closely associated with the Olympic brand these are consistent with the meaning of the Olympic rings in that the power of the Olympic brand they describe the sport and global community aspects of the Games 34% 32% 19% 41% Source: IOC research, 2004, all countries
- 13. The Olympic Games have significant awareness and appeal compared to other major sport and entertainment events Average Appeal = 5.8 Olympic Games 100% Olympic Winter Games the power of the Olympic brand Wimbledon Tennis Championships 90% Olympic Games Extreme Sports X Games 80% Oscars Ceremony/Academy Aw ards Average Aware = 77% 70% World Athletics Championship Aware of Event 60% MTV Music Aw ards 50% Formula One (F1) Motor Racing NBA Championships 40% NHL Stanley Cup 30% Football World Cup 20% NFL Superbow l 10% Olympic Winter Games 4 5 6 7 Appeal of Event (Mean Score) National Football (Soccer) League Notes:Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appeal Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event Source: 2006 IOC Research, all countries, age 12-55 Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event
- 14. 12-19 year olds also are significantly aware of the Olympic Games and find them above average in appeal Average Appeal = 6.1 Olympic Games 100% the power of the Olympic brand Olympic Winter Games Wimbledon Tennis Championships 90% Extreme Sports X Games Olympic Games Oscars Ceremony/Academy Aw ards 80% Aware of Event World Athletics Championship Average Aware = 75% 70% MTV Music Aw ards Formula One (F1) Motor Racing 60% NBA Championships 50% NHL Stanley Cup Football World Cup 40% NFL Superbow l 30% Olympic Winter Games 4 5 6 7 8 Appeal of Event (Mean Score) National Football (Soccer) League Notes: Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appeal Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event Source: 2006 IOC Research, all countries, age 12-19
- 15. what makes the Olympic Games appealing? the power of the Olympic brand ⢠the Olympic Games are special as they happen only once in a while ⢠the Olympic Games are the pinnacle of all sports events ⢠they are more than just a sports event ⢠they provide a good role model for children and encourage them to participate in sport ⢠the Olympic Games have something for everyone ⢠the Olympic Games are as much about taking part as winning ⢠thereâs no better achievement in sport than winning a gold medal ⢠the Olympic Games exposes me to sports that I wouldnât normally be interested in ⢠no other event brings the world together quite like the Olympic Games Source: IOC research, 2006, all countries
- 16. Olympic brand attributes as defined by consumers Being the best Inspirational the power of the Olympic brand Respectful Fair play Trustworthy Patriotic Dynamic Determination Striving Equality Friendship Political Participation Too Commercialised Eternal Peace Global Celebration Tradition Unity Heritage Excellence Inclusive Festive Authentic Optimism Innovative Glamorous Spiritual Exciting
- 17. the attributes that consumers believe most describe the Olympic Games areâŚ. the power of the Olympic brand Being the best Striving Excellence Determination Dynamic Exciting
- 18. the attributes that consumers believe most describe the Olympic Games areâŚ. the power of the Olympic brand Global Peace & Unity Friendship Participation Festive & Celebration Patriotic Heritage & Tradition Fair Play
- 19. the attributes that consumers believe most describe the Olympic Games areâŚ. the power of the Olympic brand Inspirational Respectful Optimism
- 20. the Olympic brand derives its power from a diverse base of values and attributes the power of the Olympic brand Striving For Success Celebration of Community Positive Values Powerful, Emotive Brand
- 21. the Olympic attributes today, consistently match those created in 1894 charter elements consumer research the power of the Olympic brand OlympismâŚcombines in a balanced whole Being the best, Excellence the qualities of body, will and mind Olympism seeks to create way of life Striving, Participation based on the joy of effort, the educational value of good example, Inspirational respect for universal fundamental ethical Respectful, Fair Play principles with a view to promoting a peaceful society Peace, Unity
- 22. Olympic brand positioning the power of the Olympic brand For youth around the world, the Olympic Games are the unique global sport and cultural event that unites the world in celebration of the pinnacle of sporting achievement - one that inspires us all to be the best we can be, because only the Olympic Games encompasses âstriving for successâ, âcelebration of communityâ and âpositive human valuesâ at its very core.
- 23. the essence of the brand positioning can be captured in three communication platforms the power of the Olympic brand Excellence Respect Friendship
- 24. excellence the power of the Olympic brand The Olympic Games offer examples of the pinnacle of sporting achievement inspiring us to strive to do, and be, our best in our daily lives.
- 25. respect the power of the Olympic brand The Olympic Games present examples of the profound meaning of ârespectâ, as a life lesson for humanity: - respect for yourself - respect for others - respect for the rules
- 26. friendship the power of the Olympic brand The Olympic Games provide examples of how humanity can overcome political, economic, religious and racial prejudices and forge friendships in spite of those differences.
Hinweis der Redaktion
- As a âBrandâ it is imperative that the Olympic Games has a presentation that presents the power of the brand to our constituents: NOCs, OCOGs, broadcasters and sponsors, and which is based on conclusions of the IOCs research and the Olympic Charter
- To set the mood, this video depicts the whole of the Olympic Games â the struggle of the athlete, the preparation, the action and the varied results. It also depicts the wonderful sense of community the Olympic Games draws as well as the cultural side of the event via powerful ceremonies visuals . Take a look.
- We acknowledge that the basic foundation of the Games lies in the Olympic Charter and all branding efforts will start here. Read slide
- Read slide
- Read slide
- That mission and goals were written in 1896, if we move forward 100 or so years, we found we needed to understand how consumers today felt about the Games and start to manage this powerful property more like a brand manager would. So, in 1998, and every Games year since, the IOC commissioned a global âbrandâ/image assessment to: understand how people feel about the Olympic image today and confirm that the original words of the Charter were being upheld. To put practices in place to protect the image, enhance it and to ensure that the Olympic image would be marketed consistently around the world To leverage the power of the brand for long-term financial stability by making it a valuable property for our partners to invest in. Partners want and need a strong brand to invest in and itâs our responsibility to keep the Games a viable and strong investment choice. -Broadcasters/sponsors need a strong brand to invest âyourâ money in, we wouldnât have the honor of âyourâ investment if we didnât keep the brand strong and itâs our responsibility to keep it that way. thus we needed to provide sponsors with much-needed brand information, and provide NOCs/OCOGs with supportive evidence to use in selling to national sponsors, and provide Broadcasters with information on the appeal and power of the Olympic image, all in all to provide partners, broadcasters and OCOGs with the foundation for building their Games-time image and Olympic-associated activities
- So the IOC initiated intensive and extensive brand study in 1998 and after every Games since. The 2004 research was conducted in 11 countries, representing each continent for a truly global study, including the next future host countries: Italy, China, Canada, US, Mexico, Brazil, France, Germany, Russia, S Africa, Japan â all representing 1/3 of the worlds population
- Iâd like to begin with this slide that presents 3 overarching concepts that begin to set the stage for why the OG are so different than any other sport or cultural property. And really itâs because itâs full of interesting contradictions â or oppositesâŚ.whereas normally you wouldnât expect contradictions to be able to co-exist in a single property, with the OG, they can - and do co-exist. And in fact, itâs these contradictions that give the brand itâs unique power and attraction. Let me explain (read the concepts)
- Our research shows that recognition of the Olympic Rings is very pervasive. 94% of the people surveyed correctly identify the Rings and in Canada and Russia the figure is as high as 99%. And the lowest, which is not so low, is Brazil and South Africa, with comparable levels of economic diversity, the similar results for these two markets suggest that this may be an influencing factor. It may be that in the poorer parts of the countries the population is less exposed to the Rings via the media or through the leveraging activity of partners, also neither continent has hosted the Games, and thus the awareness level may be due to that fact as well.
- Beyond, simple recognition, and at an unprompted level, the Rings are seen most to represent the â5 continentsâ (what the rings actually stand for) and then âthe Olympicsâ (the actual event). Then they are reported to stand for peace/harmony/unity and sport, (the associated imagery). We start to see here how the meaning behind the Games centers around the sport aspect and the global community aspect (5 continents, peace harmony, friendship)
- Besides the rings, what other images come to mind when thinking of the Olympic Games? Research shows that, other than the Rings, medals (41%), athletes (34%) and the Olympic torch (32%) are the most acknowledged brand assets. The flame is noted by one-fifth of the total sample. The athletes and the medal represent those attributes associated with sport, while the torch and flame, we know from our torch relay research, represent peace, unity and hope. Again, we see the meanings of sport (athletes/medals) and community (flame/torch) coming through strong
- So, weâve just seen that the Games are very appealing. What drives that interest in the Games?âŚ..the Games are appealing becauseâŚâŚ (read slide) These opinions were the highest rated statements in our 2004 research and you will see how these statements are incorporated into the brand positioning when we get to that slide later. These are all strong reasons to capitalize on âyourâ sponsorship of the Olympic Games
- When we started researching and tracking the brand attributes of the Olympic Games, we began in 1998 by asking consumers for words they would use to describe the Games, so these words were volunteered from consumers, that is, unaided from researchers. These are the words you see on the top of the slide. Weâve tracked these words since 1998. For 2004, weâve added other words that came up in the qualitative portion of our 2004 research study and will now start to track these as well. These are the words in the box below. Over the years, some of these words have stayed strong - like striving, global and celebration. Other words like commercialized and American have fallen off. And, it seems that todayâs world has definitely influenced the consistent ranking of words like peace and unity near the top, as well as a new word, optimism.
- The words on the previous page were rated by people on a scale of 1-10 on how strongly they feel the word applies to the Olympic Games. The words coming up the strongest you will see on the next 3 slides. This first slide represents those words associated with sport and athletes. They are: being the best, striving, excellence, determined, dynamic
- The next group of words most closely associated with the Games are those centering around the global community aspect, words like: global, friendship and fair play, festive and celebration, peace and unity, participation and patriotism.
- Lastly, is the group of words representing strong human values, inspirational, respectful, optimism.
- So if we take those 3 groups of words that are most strongly associated with the Games and group them together under 3 themes that form the foundation of the brand, we see the words associated with sport come under the heading, Striving for Success (success being defined as doing the best you can do, that being winning OR participating), then the global community, peace words are defined under the heading of âcelebration of communityâ, while the tone and character of the Games, the inspiration, optimism and respect are those positive human values we all strive for. All of which combine to make the Olympic Games a powerful brand filled with emotion.
- As mentioned before, one of the reasons we started doing the research was to make sure the values consumers associate with the Games today are those that were actually intended by the author of the Olympic Charter in 1894. Here you see a short comparison between some of the Charter elements and what consumers reveal today via our research. This is proof that the Olympic Games have been delivering a consistent product for over 100 years and that the image of the original Olympic Charter is being upheld.
- With the research and the Olympic Charter as the foundation, we have derived a positioning statement for the Olympic Games which is meant to create a distinctive, clear, and meaningful picture of the brand which distinguishes and distances it from any other sporting, cultural or entertainment vehicle. This statement is used as the focal point from which all marketing elements are developed. The positioning is: read slide. There are 4 parts to the positioning: the audience, the frame of reference, the point of difference and the support . The âaudienceâ tells us who the Olympic Games is for. The âframe of referenceâ tells where the Games fits, in terms of its competition. The âpoint of differenceâ outlines the specific attributes that distinguish the Olympic Games from its competition. And the âsupportâ provides the information and facts to validate of the âPoint of Differenceâ. Each section can be clarified further: The audience for the Games is : For people around the world: People â The Games have something for everyone, young and older, male and female, all income levels. around the world â The Games are viewed and enjoyed by spectators worldwide Frame of Reference: The Olympic Games are the unique global sport and cultural event that: unique: the Olympic Games only happen once in a while (every 2/4 years). The Games are eternal with a distinct heritage and tradition having survived from ancient times because of the universal positive values they stand for and that are demonstrated during competition. The Games comprise a broad and diverse scope of sport and sport disciplines stages at the same time at the same locale. Global sport and cultural event : The Games provide a setting for youth from all nations to compete peacefully, but they are more than a sporting event, they are also an international cultural festival. Participants â whether athletes, performers, spectators, or viewers come from all over the globe. Point of Difference: unites the world in celebration of the pinnacle of sporting achievement - one that inspires us all to be the best we can be.. unites the world: The Games bring the world together, literally (on-site) and figuratively (through the air-waves). They are a symbol of peace and friendship. Celebration: The Games are festive and dynamic. Pinnacle of sporting achievement: The Olympic Games represent are the highest level of sport accomplishment and excellence, ultimately providing the opportunity to represent oneâs country while being respectful - of yourself, your competitors, and the rules, and thereby acting as a ârole modelâ for others. Inspires us all to be the best we can be: The Games motivate us to strive to be all we can be; to take pride in the effort of our personal accomplishments under the rules of fair play. The Games are as much about taking part as winning. The Games provides us the rare opportunity to see humanity at its best and reminds us to consider the part we can play. They promote our dual status as national patriot and member of the global village. They inspire us to be respectful of our diversity whether that be cultural, religious or ethnic and forge friendships in spite those differences. They motivate us to be optimistic and to uphold positive human values. Support: because only the Olympic Games encompasses the struggle for success , a celebration of community and positive human values at its very core. Struggle for Success â excellence, striving, being the best, determination, dynamism. Celebration of community â global, friendship, peace, patriotism, festive and celebration. Positive human values â inspirational, respectful, optimistic
- From the brand positioning, the essence of the Olympics can be captured in four communication platforms. Optimism, Dreams and Inspiration, Friendship and Celebration of Community. Each communication platform is a broad and powerful choice for advertising and promotional themes. And each provides a distinct set of emotional and aspirational consumer leverage points.
- Respect for yourself: having confidence in yourself and your ability to achieve, Respect for others: show consideration for others, value them Respect for the rules: not cheat (not do drugs, etc)