This document discusses branding London for the 2012 Olympics and making it an attractive location for multinational companies. It asks why London branded itself for the 2012 Olympics, why multinationals are attracted to London, and if London can be a sustainable world city. It provides information on logos, advertising to attract businesses, and challenges of London's growth as an international business hub.

1. Conflict London 2012 Lesson 5 Brand London: selling a sustianable World City? Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?

2. Starter Brand London - selling a sustainable World City? Look at the logos from the Olympic Games over the years. Why do the Games need a logo? What kinds of things do you own that have logos? Why is a logo an important part of selling the Games and selling London? Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?

3. Main Part Newsflash - Multinationals locate in London! Match the start and end of the sentences to explain why multinationals would locate in London. Write a news flash for ITV’s London Tonight explaining why multinationals have moved to London. Start by saying, who, what, when, why and where. Get technical A Multinational or Trans national company (TNC) is a company that has branches in at least two or more countries around the world. Tertiary industry is industry that provides a service like financial services or being a lawyer. Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?

4. Main Part Brand London Meet Olly Pickering, advertising executive for London 2012. He wants you to: Design an advert to appear in the New York Times during the Olympics to attract a multinational to London. Your advert should use the buzz around the Olympics to tell US business why they should locate in London. Remember to include information about why London is a good location for business. Think of a clear message and slogan for your advert. Download his Advert brief Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?

5. Main Part How big is big enough? London is a city of 7.5 million people. It is a major international business centre. What problems could additional growth of the capital as a business centre plus the visitors to the games cause? Put your ideas in the ‘how big is big enough’ table Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?

6. Plenary Brand London: Logo Getting the branding right for the Olympics is important. What do you think of the 2012 Logo? Do you think you could do better? Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?

7. Homework Design you own logo using the template on the London 2012 site . Key Questions Why brand London 2012? Why is London attractive to multinational companies? Can London be a sustainable World City?