TY  - COLL
AU  - Séguin, Benoit
A2  - Séguin, Benoit
A2  - Abeza, Gashaw
DB  - BISp
DP  - BISp
KW  - Fallstudie
KW  - Führung
KW  - Governance
KW  - Internationales Olympisches Komitee
KW  - Marke
KW  - Marketing
KW  - Olympische Bewegung
KW  - Olympische Spiele
KW  - Organisationssoziologie
KW  - Sportmanagement
KW  - Sportorganisation
KW  - Sportpolitik
KW  - Sportökonomie
KW  - Strategie
KW  - Zukunft
LA  - eng
PB  - Edward Elgar Publishing
CY  - Cheltenham
TI  - Olympic brand governance : future research directions
TT  - Olympische Markenführung : zukünftige Forschungsrichtungen
PY  - 2019
N2  - 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.
L2  - https://www.elgaronline.com/view/edcoll/9781786434814/9781786434814.00032.xml
L2  - https://dx.doi.org/10.4337/9781786434821.00032
DO  - 10.4337/9781786434821.00032
SP  - S. 368-383
BT  - Research handbook on sport governance
M3  - Elektronische Ressource (online)
M3  - Gedruckte Ressource
ID  - PU201904002753
ER  -