As a “Brand” 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 – 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
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 ‘brand’/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 it’s our responsibility to keep the Games a viable and strong investment choice. -Broadcasters/sponsors need a strong brand to invest ‘your’ money in, we wouldn’t have the honor of ‘your’ investment if we didn’t keep the brand strong and it’s 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 – all representing 1/3 of the worlds population
I’d 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 it’s because it’s full of interesting contradictions – or opposites….whereas normally you wouldn’t expect contradictions to be able to co-exist in a single property, with the OG, they can - and do co-exist. And in fact, it’s these contradictions that give the brand it’s 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 “5 continents” (what the rings actually stand for) and then “the Olympics” (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, we’ve just seen that the Games are very appealing. What drives that interest in the Games?…..the Games are appealing because…… (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 ‘your’ 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. We’ve tracked these words since 1998. For 2004, we’ve 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 today’s 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 ‘celebration of community’, 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 ‘audience’ tells us who the Olympic Games is for. The ‘frame of reference’ tells where the Games fits, in terms of its competition. The ‘point of difference’ outlines the specific attributes that distinguish the Olympic Games from its competition. And the ‘support’ provides the information and facts to validate of the ‘Point of Difference’. Each section can be clarified further: The audience for the Games is : For people around the world: People – The Games have something for everyone, young and older, male and female, all income levels. around the world – 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 – 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 one’s country while being respectful - of yourself, your competitors, and the rules, and thereby acting as a ‘role model’ 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 – excellence, striving, being the best, determination, dynamism. Celebration of community – global, friendship, peace, patriotism, festive and celebration. Positive human values – 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)
Vancouver Olympics Brand Preso
play ‘Soul of the Olympic Games’ dvd the power of the Olympic brand
the power of the Olympic brand the power of the Olympic brand
fundamental principles of Olympismfrom the Olympic Charter - 1896 the power of the Olympic brandOlympism is a philosophy of life, exalting andcombining in a balanced whole the qualities ofbody, will and mind. Blending sport with cultureand education, Olympism seeks to create a way oflife based on the joy of effort, the educational valueof good example and respect for universalfundamental, ethical principles.
fundamental principles of Olympismfrom the Olympic Charter - 1896 the power of the Olympic brandThe goal of Olympism is to place sport at theservice of the harmonious development of man,with a view to promoting a peaceful societyconcerned with the preservation of human dignity.
fundamental principles of Olympismfrom the Olympic Charter - 1896 the power of the Olympic brandThe practice of sport is a human right. Everyindividual must have the possibility of practisingsport, without discrimination of any kind and in theOlympic spirit, which requires mutualunderstanding with a spirit of friendship, solidarity,and fair play.
fast forward 100 + years the power of the Olympic brandThe IOC had a need to understand the Olympic image intoday’s 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
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
a powerful dichotomy drivesinterest in the Games the power of the Olympic brandPeople believe the ….but also see there isGames are just as no better achievementmuch about taking than winning a goldpart as winning…. medalThey think the ….but also that theGames are more than Games are the pinnaclejust a sports event…. of all sporting eventsThe Games are about …but also a celebrationunity, peace, a global, of diversity and patriotismcommunity….
recognition of the Olympic ringsis 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
the Olympic rings symbolize the global communityand sport aspect of the Olympic Games the power of the Olympic brandFive Continents 45% The Olympic 26% Games All CountriesPeace/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
other images closely associatedwith the Olympic brandthese are consistent with the meaning of the Olympic rings in that the power of the Olympic brandthey describe the sport and global community aspects of the Games 34% 32% 19% 41% Source: IOC research, 2004, all countries
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) LeagueNotes:Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appealBase: Aware of Event - All respondents; Appeal of Event - Respondents aware of eventSource: 2006 IOC Research, all countries, age 12-55Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event
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) LeagueNotes: Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appealBase: Aware of Event - All respondents; Appeal of Event - Respondents aware of eventSource: 2006 IOC Research, all countries, age 12-19
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 toparticipate in sport• the Olympic Games have something for everyone• the Olympic Games are as much about taking part as winning• there’s no better achievement in sport than winning a gold medal• the Olympic Games exposes me to sports that I wouldn’t normally be interested in• no other event brings the world together quite like the Olympic Games Source: IOC research, 2006, all countries
Olympic brand attributes asdefined 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
the attributes that consumers believemost describe the Olympic Games are…. the power of the Olympic brand Being the best Striving Excellence Determination Dynamic Exciting
the attributes that consumers believemost describe the Olympic Games are…. the power of the Olympic brandGlobal Peace & UnityFriendship ParticipationFestive & Celebration PatrioticHeritage & Tradition Fair Play
the attributes that consumers believemost describe the Olympic Games are…. the power of the Olympic brandInspirationalRespectfulOptimism
the Olympic brand derives its power from a diverse base of values and attributes the power of the Olympic brandStriving For Success Celebration of Community Positive Values Powerful, Emotive Brand
the Olympic attributes today, consistentlymatch those created in 1894 charter elements consumer research the power of the Olympic brand Olympism…combines 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 principleswith a view to promoting a peaceful society Peace, Unity
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 ‘striving for success’, ‘celebration of community’ and ‘positive human values’ at its very core.
the essence of the brand positioning can becaptured in three communication platforms the power of the Olympic brand Excellence Respect Friendship
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.
respect the power of the Olympic brand The Olympic Games present examples of the profound meaning of ‘respect’, as a life lesson for humanity: - respect for yourself - respect for others - respect for the rules
friendship the power of the Olympic brandThe Olympic Gamesprovide examples ofhow humanity canovercome political,economic, religiousand racial prejudicesand forge friendshipsin spite of thosedifferences.