Olympic brand governance : future research directions

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Bibliographic Details
Title translated into German:Olympische Markenführung : zukünftige Forschungsrichtungen
Author:Séguin, Benoit; Abeza, Gashaw
Published in:Research handbook on sport governance
Published:Cheltenham: 2019, S. 368-383, Lit.
Editor:Edward Elgar Publishing
Format: Publications (Database SPOLIT)
Publication Type: Compilation article
Media type: Electronic resource (online) Print resource
Online Access:
Identification number:PU201904002753

Author's abstract

Brand governance, as a strategic marketing approach, has been attracting the attention of practitioners in the past decade. However, there is a lack of well-articulated conceptualization of brand governance in the literature. This chapter, using the Olympic brand as an illustrative case, presents the role and value of brand governance in the constantly evolving and fast-changing present economy. The chapter highlights that, unlike the traditional marketing approach where branding has largely been seen from the conventional creative and cosmetic standpoints, preserving the coherence and continuity of the Olympic brand requires an understanding of the changing economy. The chapter attempts to bring attention to the importance of brand governance in today’s fast-changing world by outlining six specific directions for future research that facilitate the production of knowledge and serve as an input in building a long-term Olympic brand value.