Extending the Olympic brand into new territories : the case of the Youth Olympic Games
Gespeichert in:
| Deutscher übersetzter Titel: | Die Erweiterung der olympischen Marke in neue Bereiche : der Fall der Olympischen Jugendspiele |
|---|---|
| Autor: | Séguin, Benoit; Ferrand, Alain; Chappelet, Jean-Loup |
| Erschienen in: | The Youth Olympic Games |
| Veröffentlicht: | London, Hoboken: Routledge (Verlag), Taylor & Francis (Verlag), 2014, S. 177-196, Lit. |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Sammelwerksbeitrag |
| Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
| Sprache: | Englisch |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU201705003275 |
| Quelle: | BISp |
Abstract des Autors
The IOC's decision to introduce the Youth Olympic Games (YOG) to its brand portfolio was announced by IOC President Jacques Rogge at the IOC's session in 2007. According to the IOC, the YOG are to be the flagship of the IOC's strategy for young people (IOC 2007). In this chapter, we first examine theoretical concepts linked to brand, brand equity as well as line and brand extension. These are discussed in the context of the Olympics and Olympic brand. We then use the case of the YOG as a possible line extension and discuss the opportunities and threats of such a strategy as well as the future outlook for the YOG.