The Olympic brand: Between historical foundations and innovations. Foundations of a research agenda on brand management based on the past

被引：0
|
作者：
Chanavat, Nicolas [1 ,2 ,3 ,4 ,5 ,6 ]
机构：
[1] Univ Rouen Normandie, CETAPS, UR 3832, UFR STAPS, Blvd Siegfried,Batiment 36A, F-76821 Mont St Aignan, France
[2] Univ Rouen Normandie, CETAPS, UR 3832, UFR STAPS,Univ Olymp & Paralymp, Blvd Siegfried,Batiment 36A, F-76821 Mont St Aignan, France
[3] Univ Rouen Normandie, CETAPS, UR 3832, UFR STAPS,Management Sport Profess, Blvd Siegfried,Batiment 36A, F-76821 Mont St Aignan, France
[4] Univ Rouen Normandie, CETAPS, UR 3832, UFR STAPS,Equipe Rech Management Sport, Blvd Siegfried,Batiment 36A, F-76821 Mont St Aignan, France
[5] Acad Natl Olymp Francaise, Maison Sport Francais, 1 Ave Pierre Coubertin, F-75640 Paris 13, France
[6] Acad Natl Olymp Francaise, Ctr Etud Olymp Francais, Maison Sport Francais, 1 Ave Pierre Coubertin, F-75640 Paris 13, France
来源：
STAPS-SCIENCES ET TECHNIQUES DES ACTIVITES PHYSIQUES ET SPORTIVES | 2024年 / 146期
关键词：
Olympic brand; Olympism; Olympic and Paralympic Games; co-creation; innovations; SPONSORSHIP;
D O I：
10.3917/sta.pr1.0079
中图分类号：
C [社会科学总论];
学科分类号：
03 ; 0303 ;
摘要：
This article looks at the uniqueness of the Olympic brand as a millennia-old yet modern brand. It offers a definition of the concept, examines its foundations and historical values, and outlines the key events in its evolution. This research shows how this brand, co-created by a multitude of players, draws on its history and values to innovate and leave a pos-itive legacy in many areas. The article concludes with a research program linked to the chal-lenges facing the key players in the Olympic brand. The proposals enrich brand management research based on the past by offering multiple avenues for future research
引用
收藏
页码：31 / 50
页数：20
相关论文
共 32 条
  • [31] Research on cognitive differences between Chinese and foreign cross-cultural brand communication design based on big data -- Taking Wahaha and Coca Cola as examples
    Xu, Hongyan
    2021 2ND INTERNATIONAL CONFERENCE ON INTELLIGENT DESIGN (ICID 2021), 2021, : 264 - 268
  • [32] A historical perspective on training students to create standardized maps of novel brain structure: Newly-uncovered resonances between past and present research-based neuroanatomy curricula
    Khan, Arshad M.
    D'Arcy, Christina E.
    Olimpo, Jeffrey T.
    NEUROSCIENCE LETTERS, 2021, 759
1234