Změny ve vývoji, vnímání a užívání značky olympijských her

Abstract

Purpose of the bache lor work is to describe Olympic Games as a brand in commercial concept. Theoretical part explains the basic terms (Brand, Brand Equity, Brand Identity, Sponsoring), which are applied in this work. Chapters 4 and 6 are necessery to understand history and the media background of Olymp ic Brand evolution. The main part of my work analyses each piece of the Olympic Brand in realition with general conception of the brand. Interpretations are based on Olympic marketi ng research data obtained during 1998-1999. Results describe particular components of the Olympic Brand in relation with brand attributes and other research data. The last chapter deals with impact of the Olympic brand stategy, demonstrated on Celebrate Humanity campaign . Powered by TCPDF (www.tcpdf.org)