The Olympic Games Effect: How Sports Marketing Builds Strong Brands

Overview

The Olympic Games Effect
How Sports Marketing Builds Strong Brands

The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo—the focus of John Davis’ interesting new book. Davis brings a keen academic and business eye to the brand halo ...

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The Olympic Games Effect: How Sports Marketing Builds Strong Brands

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Overview

The Olympic Games Effect
How Sports Marketing Builds Strong Brands

The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo—the focus of John Davis’ interesting new book. Davis brings a keen academic and business eye to the brand halo associated with the competition. And this book will be an important resource and practical guide for firms in evaluating Olympic sponsorship.
—Glenn Hubbard, Dean and Russell L. Carson Professor of Finance and Economics, Columbia Business School

John Davis’ new book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic-related marketing reinforces the realism and credibility of this well-written book.
George Foster, Paul L. and Phyllis Wattis Professor of Management, Director of the Executive Program for Growing Companies, Stanford University Graduate School of Business

Interweaving history and economics with vignettes of heroes ancient and modern, John Davis illustrates how the Olympic Games have become the premier “heritage brand” in the era of experiential marketing. Differentiating and managing brands are perennial priorities for Marketing Science Institute’s corporate sponsors. Davis details why so many have chosen to be major Olympic sponsors. Importantly, he provides a comprehensive checklist of questions to help other companies explore the potential and pitfalls of such sponsorships.
—Earl L. Taylor, PhD, Chief Marketing Officer, Marketing Science Institute

This book is worth its weight in gold medals. Learn how Coca-Cola, Visa and other great companies took wing and flew to even greater success on the high power updraft of the Olympics. A must-read for any company wanting to become a top global brand.
—Rod Beckstrom, Co-author, The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations

John Davis’ book brings to life the history and intricacies of the Olympic Games, and illustrates the best practices of sports marketing and sports sponsorship that are relevant in today’s dynamic sports scene. This book deserves to be widely read.
—Oon Jin Teik, Chief Executive Officer, Singapore Sports Council, Singapore Olympian, 23rd Olympic Games, 1984 Los Angeles, USA

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Editorial Reviews

From the Publisher

"John Davis' book, The Olympic Games Effect, made a key contribution to understanding the economics of the Olympics, marketing of the Olympics, and the Olympic Games as a brand. The second edition of this important and readable volume offers new case studies and insights on social media. It should be required reading for corporate marketers tied to sport."
Glenn Hubbard, Dean and Russell L. Carson Professor of Finance and Economics, Columbia Business School

"Olympic marketing is fundamentally different from what is taught in traditional marketing texts, which is why this book is such a welcome addition to marketing knowledge. This edition contains updates with new observations from the Beijing and Vancouver Olympics. It explores the significance of the latest shifts in marketing derived from such trends as the rise in social media."
Lynn Kahle, Giustina Professor and Head, Dept. of Marketing, Lundquist College of Business, University of Oregon

"The sponsorship of the Olympics has been a critical part of the marketing success of many global companies including Samsung. As South Korea prepares for the 2018 PyeongChang Winter Olympics Samsung and scores of potential sponsors will be debating the right strategy on how to leverage those Games to help communicate their brands. Worry no more as John Davis' The Olympic Games Effect will become the key 'go to' resource for these companies."
Dae Ryun Chang, Professor of Marketing, Yonsei University

"As a fellow International Olympic Academy faculty member and professor of sport management, I can write that John Davis' book should stand as a required companion piece to Dick Pound's Inside the Olympics in helping a very wide population grasp the Olympic Games' magnitude and global importance. The Olympic Games Effect is well written, thoroughly researched, and greatly adds to the canon of Olympic literature. It is heroic, like a true Olympian, in its commitment and achievement."
Rick Burton, David B. Falk Professor of Sport Management at Syracuse University and author of the historical thriller The Darkest Mission

"Just follow John Davis into the fascinating world of the Olympic Games and the enormous potentials they offer as a powerful global brand. Learn more about the opportunities and risks of Olympic sponsorship and how the pure idea and image of the Olympic Games create value for everyone involved."
Professor Dr. Anton Meyer, Head of Marketing Department, Munich School of Management, LMU

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Product Details

  • ISBN-13: 9780470823668
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/3/2008
  • Edition number: 1
  • Pages: 200
  • Product dimensions: 6.30 (w) x 9.00 (h) x 1.40 (d)

Meet the Author

John A. Davis, author of Measuring Marketing, Magic Numbers for Sales Management, and Magic Numbers for Consumer Marketing, is a Practice Associate Professor of Marketing at Singapore Management University (SMU), where he received SMU’s top teaching honors, “Most Inspiring Teacher Award” in 2007 and the Dean’s Honors 2005 and 2006. He is also Director of SMU’s Center for Marketing Excellence. John regularly consults with leading global companies and is a sought-after speaker at select conferences including: YPOs, American Marketing Association, Global Brand Forum, and the Entrepreneurs Organization (EO). He has founded two award-winning companies and has led marketing teams at Nike, Informix and Transamerica. He earned his MBA from Columbia University and his BA from Stanford University.

John and his family—wife Barbara and children Katie, Chris and Bridget—live in Singapore (although Katie is embarking on a grand adventure in Africa). Their dog Grinner, a Jack Russell Terrier/alien life form mix (there is no other way to explain her sometimes inexplicable behavior), is an Olympic-champion in her own right—she leads the world in her fear of lightning storms.

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Table of Contents

Acknowledgments.

Introduction.

Section I: 2,700 years of Olympic Tradition, 100 Years of Olympic Marketing.

Chapter 1: The Olympic Dream.

Chapter 2: How the Olympics Make Us Feel.

Chapter 3: The Ever-Changing Olympics.

Chapter 4: The Sports and Politics Cocktail—Drinking from the Olympic Fire hose.

Chapter 5: Section I: Sponsorship Preparation Questions.

Section II: When Things Go Well….

Chapter 6: Global stage.

Chapter 7: Olympic Halo Effect: Long-Term and Short-Term.

Chapter 8: David vs. Goliath – Those Delightful Surprises.

Chapter 9: Section II: Sponsorship Preparation Questions.

Section III: When Things Go Wrong… .

Chapter 10: Marketing Challenges.

Chapter 11: Section III: Sponsorship Preparation Questions.

Section IV: Winning Marketing Gold: Work Like Crazy.

Chapter 12: Sponsorship.

Chapter 13: Section IV: Sponsorship Preparation Questions.

Section V: Training for Olympic Marketing Victory.

Chapter 14: Customers.

Chapter 15: Creative Execution.

Chapter 16: Marketing Communications.

Chapter 17: Is Your Company in Shape for Olympics Marketing?

Chapter 18: Key Lessons from 100 Years of Olympic Marketing.

Chapter 19: Section V: Sponsorship Preparation Questions.

Endnotes and Credits.

Index.

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