Why are the Olympics a fatal attraction to the world brand.

According to the World Brand Lab http://brand./ <P> Report: March 24, will be held in ancient Olympia, Greece, Beijing Olympic flame lighting ceremony, which also means that the Beijing Games is slowly opened the curtain. .At the same time, many of the world's top business and integration of the Beijing Olympics after the brand of gold, are also each other. .</ P> <P> Beijing Olympics sponsors the stars shine </ P> <P> 2003 年 9 1 May, the International Olympic Committee President Jacques Rogge, the CPC Central Committee, the Beijing Municipal Committee, Beijing Olympic Organizing Committee Chairman .Liu Qi, the Beijing Hotel, holding the shape of ancient Chinese bronze coins, keys, jointly open the golden, opened to the world market developed the Beijing 2008 Olympic Games in the door. .</ P> <P> Now, the Beijing Organizing Committee of the market development has progressed very well: the Beijing Olympic Games a total of 63 sponsors, including 12 IOC Worldwide Olympic partner, there are 11 co-Beijing Olympic Committee .partners, 10 sponsors two, there are 15 enterprises to become the sole supplier of the Beijing Olympic Games, 16 companies as suppliers. .</ P> <P> in these enterprises, both long-term partner the International Olympic Committee Coca-Cola, Atos Origin, General Electric, Johnson & Johnson, Kodak, Manulife, McDonald's, Omega, Panasonic, Samsung, Visa and other world-renowned .multinational groups, as well as the International Olympic Committee's first global partner of Chinese enterprises --- Lenovo Group. .</ P> <P> not only the IOC's global partners in almost a full house, with additional support level in the Chinese and foreign enterprises are also the stars shine, the strength of the ordinary. .</ P> <P> Bank of China, China Netcom, Sinopec, PetroChina, China Mobile, Volkswagen, Adidas, Johnson & Johnson, Air China, PICC, State Grid of cooperation such as the Beijing Olympic Organizing Committee .partners. .UPS, BHP Billiton, Haier, Budweiser, Yili, Tsingtao Beer, Yanjing Beer, unified instant noodles, Heng Yuan Xiang Beijing Olympic Organizing Committee and other appears in the ranks of the secondary sponsors. .</ P> <P> Market Development Committee, the International Olympic Committee in Beijing to attend several Xihaiboge market development activities, evaluate the enraptured: "to sponsor the number and amount, if not earned the Beijing Olympic Games .Olympic Games the most money, it would be the one of the most successful Olympic Games. "</ P> <P> the world's top companies by the strong development momentum of the Olympic Games in China </ P> <P> Lenovo Group to become the country's first .After the IOC global partner, was a great development. .Lenovo chairman Yang told Xinhua in an interview that over the past few years, the IOC global partner sponsorship program to upgrade the Lenovo brand awareness, especially in the areas of brand recognition outside China, the role of very large, fully met .the expected goals. .</ P> <P> According to information provided by Lenovo Group, through three years of Olympic marketing, Lenovo's reputation in the Chinese market increased by 15 percentage points, an increase of 19 percentage points reputation. .In the UK, Australia and other overseas markets, brand awareness and reputation also increased dramatically. .</ P> <P> in the process of cooperation with the Beijing Olympic Organizing Committee, the International Olympic Committee, GE Global Partners also constantly enrich and improve the integration of marketing concepts and management system. .General Electric Company, president of Beijing Olympic Jinfei Xiang said: "The Beijing Games experience to further improve our ability to enable us to provide customers with complex, targeted solutions, we have used the same model to solve the Shanghai World Expo, etc. .large market, an important project. "</ P> <P> Coca-Cola to become the International Olympic Committee on the basis of global partnership, in turn, perpetuate a tradition of cooperation with the Olympic torch relay, Beijing Olympic torch relay became a global partner. .Currently, Coca-Cola and the International Olympic Committee signed a new global partnership agreement, the new partnership will continue into 2020 as the International Olympic Committee and sponsors so far signed the longest period of Olympic Games, a global partnership agreement. .</ P> <P> 2005 年 7 months, Johnson & Johnson to become the Beijing Olympic Games and Paralympic partners. .In early 2006, Johnson & Johnson became further announced that its health care product categories Olympic global partner. .Johnson & Johnson, head of the Olympics, said in an interview, sponsorship for the Beijing Olympic Games and Paralympic Games provides a Johnson & Johnson, together with China to help Chinese athletes and the Chinese people the opportunity to improve health. .</ P> <P> sponsored by the Chinese companies such as Bank of China, but also opportunities to use the Beijing Olympics was a great space for development. .Bank of China, not only to provide financial services for the general public, but also to assist the development of financial systems Beijing Olympic Organizing Committee. .In addition, the Bank of China has full consignment tickets for the Beijing Olympics and torch relay for the Beijing Olympic Games to provide financial services and abroad. .</ P> <P> that the Bank of China Chairman Xiao Gang, tempered by the Beijing Olympic Games, Bank of China's financial services capabilities and levels will be a new leap-forward development of the Bank of China also hope that through their own efforts, so the public can .to share the life of modern society to the convenience. .</ P> <P> market appeal of the Beijing Olympic Games come from </ P> <P> How the Beijing Olympic Games contains such a huge commercial value? .Former International Olympic Committee marketing director Michael Payne believes that this is the period of rapid growth in China's economy and the Olympic Games first held in China under the background of a "necessity." .</ P> <P> an interesting event was organized by the Beijing Olympic Games, the world logistics giant UPS (United Parcel Service) to return to the ranks of the Olympic Games, the Beijing 2008 Olympic Games in Logistics and Express Delivery Sponsor. .</ P> <P> UPS has continuously sponsored the 1996 Atlanta and 2000 Sydney Summer Olympic Games and the 1998 Nagano Winter Olympic Games, Sydney Olympics, withdrew from the ranks of Olympic sponsors. .During the Beijing Olympics, UPS back to the ranks of Olympic sponsors the move, a reflection of the 2008 Beijing Olympic Games and China's huge market appeal for global enterprises. .</ P> <P> UPS senior vice president, Asia Pacific, this outspoken Zhao platinum benefits. .He said China UPS is a very important market, UPS eager to sponsor the 2008 Beijing Olympic Games to further develop China, the world's largest potential market. .</ P> <P> Marketing Department of Beijing Organizing Committee of Ministers, said Yuan Bin, on the one hand, the Olympic brand value rising, companies are increasingly aware of the role of the Olympic marketing platform is very strong; the other hand, large and .the dynamic Chinese market has a strong attraction, the rapidly developing Chinese economy, making the Olympic brand is more abundant. .</ P> <P> Yuan Bin said that many multinational corporations involved in high enthusiasm of the Beijing Olympics, many are fast-growing Chinese companies are also aware that, to consolidate the domestic market on the basis of competition in the international market, the use of the Olympic Games this .the opportunity to build their own international brand image also imminent. .</ P> <P> analysis said Yuan Bin, vibrant Chinese market, not only the Olympic marketing has gained unprecedented results, but also gave birth to a new chapter in Olympic marketing. .Such as to China's huge Internet and mobile phone users as the background, Mouwang an Olympic sponsor in history's first Internet; the first time the International Olympic Committee, Internet and mobile platform broadcast rights tender. .These are television rights following the tender, the Olympic Games in China because of a technological revolution and get another historic opportunity. .</ P> </ p>.