consumers' brand associations are a key element in brand equity formation and management.” (Belen del Rio, A., Vazquez, R, Iglesias, V 2001 p.410)
“There is no agreement how to measure brand image (Dobni and Zinkhan, 1990), however one generally accepted view is that, consistent with an associative network memory model, brand image can be defined as perceptions about a brand as reflected by the cluster of associations that consumers connect to the brand name in memory.”(Belen del Rio, A., Vazquez, R, Iglesias, V 2001 p.411)
The Olympic five rings logo
The five Olympic rings are said to be one of the most powerful brand logos in the world, in terms of awareness. “SRI research of 10000 people across nine countries and five continents found that the Olympic rings enjoyed recognition levels of over 90% (99% in Japan) - compared with Shell 88%: McDonald's 88%: Mercedes 74%: Christian Cross 54%: United Nations 34%: World Wildlife Fund 28%.” (Payne, Michael 2006: p132).
The Olympic rings are originally a symbol of young athletes from the five regions of the world (Africa, the Americas, Asia, Europe, and Oceania) interlocked in competition (Mertl, Steve 2010 [Online]).
Their origin reaches back to ancient Greece. In fact Pierre de Coubertin, founder of the modern Olympic games, took a design he saw on a Greek artefact as a model for today’s Olympic symbol. It is thus also charged with a meaningful historical legacy. (Corey and Laura Olympic site 2010 [Online]) “The symbol "reinforces the idea" that the Olympic Movement is international and welcomes all countries of the world to join.” (Logo Index 2010 [Online])
London 2012: The Olympics logo
In addition to the Olympic five rings logo every Olympic host city creates a logo for international promotion. The London 2012 Olympics logo was created by Wolff Olins. It is a jagged emblem, based on the date 2012, comes in a series of shades of pink, blue, green and orange and will evolve in the run-up to the Games.
According to organising committee chairman Coe the logo “is the vision at the very heart of our brand.” It should reach young people and inspire everyone to take part in venues. (BBC 2007 [Online])
However according to a survey carried out by the Chartered Institute of Marketing almost three fifths of UK marketers have serious doubts about the effectiveness of the 2012 London Olympic logo. (Sandison, Nikki 2008 [Online])
Despite those results the evidence from an Adidas store at Oxford street shows that about 20 per cent of the turnover of the store accounts from the “Olympic” range. This means that London 2012 is being embraced by young people. (The Independent 2008 [Online])
Olympics in public perception
Depending on the country you are looking at, 85-98 per cent of the population are aware of the Olympics.
This shows that the Olympic values such as heritage, universality, humanity, fair play, peace, equality, loyalty and respect are common for everyone (Ferrand A. n.d. p.236).
There are three dimensions to the Olympic brand:
- Striving for success, which is founded upon the ideals inherent in sport – such as striving, excellence, determination, being the best.
- Olympic Games as a global festival – such as global, participation, celebration, unity, festive.
- Celebration of community and positive human values – such as aspiration, to universal ideals: optimism, respect, and inspiration.
“These three dimensions support a powerful, emotive brand that transcends sport and resonates strongly in people’s minds worldwide.” (Ferrand A. n.d. p.238)
The table below shows public’s motives to be involved with Olympics
Turin 2006 audience motives Source adopted from IOC, 2005 cited in Ferrand (n.d.)
UK public polls results
According to MORI survey in 2006 more than two-thirds of Londoners support London hosting the 2012 Olympic Games (69%). (Ipsos MORI | Poll | 2006 [Online]) A nationwide public poll by the department for culture, media and sport in 2008 shows that “public enthusiasm for London staging the Olympic Games and Paralympic Games in 2012 now stands at 78 per cent – with more people interested in London 2012 and more believing that the Games will have a positive impact on their own lives and local communities.” (Department for culture, media and sport 2008 [Online])
However when it comes to the financial part of the Olympics the opinion might appear completely reversed. So “YouGov asked the public to give their views on the financial risk associated with the 2012 Games, their estimate of the likely final bill, and whether they think the games will be a good investment” (The TaxPayers' Alliance - 2012 Watchdog 2007 [Online]) in 2002 and 2007. In 2002 with the estimated cost then being £1.8 billion, there was strong support for the games and almost two thirds (62 per cent) thought the risk was worth taking”. In 2007 “less than a third (28 per cent) agreed that the risk was worth taking, against almost two-thirds (64 per cent) who thought the risk was not worth taking and the money could be better used in other ways.” (The TaxPayers' Alliance - 2012 Watchdog 2007 [Online])
According to Redgrave it is not something extraordinary that the favour of bidding had gone down. In his opinion in UK the favour dropped from 82% to 76% unlike in other countries it dropped as low as 50% and even below. “There's always going to be an element of saying it is too expensive and we shouldn't be doing it and should be spending the money in a different way but you're always going to get that side of it.” (More than the games 2010 [Online])
Unique behaviour of “Olympic” tourists
“Olympic” tourists tend to spend less on leisure and entertainment - they are interested in sport, perhaps attracted by Olympic values and associations. Therefore “the supposed benefits that come with the Olympics are not only illusory, but it may turn out that the impact of the Olympic Games is harmful” for tourism industry. There are examples for this: Theme park owners in Los Angeles saw a decline in revenue during 1984. Barcelona and the Costa Brava resorts had a drop in demand. During the Sydney games the normal attractions experienced a downturn in business. (European Tour Operators Association 2006 [Online])
The government’s perspective on the Olympics
Governments see the period before, during and after Olympics as an opportunity to start regeneration projects that otherwise would not be started. In London the regeneration of the east London region by building the Olympic village would be an example for that. The increased media coverage also gives an opportunity to “boost international tourism, leisure, transport, and telecommunications infrastructure.” (Neweconomics 2008 [Online])
Businesses
Today’s Olympics are a good chance for companies to maximise commercial and business opportunities over an extended six year period during planning and preparations for the Games and beyond.
Due to the largest media attention, businesses can transform and reposition companies more rapidly than in other times and through other methods. (London2012.com 2006 [Online])
It is estimated that nearly 4 billion people tuned in to the Athens Olympics and 3.9 billion people watched an Olympic broadcast at least once between August the 13th and August the 29th, which was a TV viewing record in comparison with the previous record of 3.6 billion viewers for the 2000 Sydney Olympics. (European Tour Operators Association 2006 [Online])
Findings
This section of the report has shown that recession does not have an impact on the 2012 Olympics and its branding even though some negative points exist.
- ??The effects of the recent recession towards the 2012 Olympics.??
This firstly is because of the Olympic logo’s positive perception in general. Secondly a 2008 poll showed public support of the 2012 Olympics. Even though many international travellers have some negative perception of the London Olympics, it is not linked with recession but with the living costs. (Travel Daily News 2008 [Online]) “London has always had the reputation to be an expensive city” (Londonlogue.com 2009 [Online]).
- ??The effects of the recession towards the branding of the 2012 Olympics.?
In addition that an (ETOA) report warns, that the tourism industry might not benefit from the London Olympic Games as much as it is expected. This, however, is not attributed to the recession but to the fact that “Olympic” tourists have a behaviour that widely differs from that of “regular” tourists. The disappointing outlook for tourism industry is also based on experience from the Olympic Games between 1988 and 2008. This underlines that what we can see here is not an effect of recession. (European Tour Operators Association 2006 [Online]).
Finally government, businesses and most of the public see benefits in hosting the Olympics. Either because an area will be regenerated or because of the opportunity to associate brands with patriotism, adventure and quality.
- ??How London benefit from the hosting of 2012 Olympics.??
Considering what is written above London will likely benefit from Olympic Games as they will attract tourists, the East London area will be regenerated and hopefully thousands of people will get training, essential skills and jobs in Olympic village.
Recommendations
As can be seen from the analysis tourism industry might not benefit from the Olympic Games as much as it is expected. It might be a good idea to add the value to the tickets for the Olympic venues. It might be suggested to offer a ticket to museums, discounts for hotels, or additional services for hotel package when buying for example family ticket for Olympic venue, either when buying ticket for two or more Olympic venues.
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