For this assignment, read the case study, “Going for Corporate Gold at the Olympics,” on pages 258-260 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. The Beijing 2008 and London 2012 Summer Olympics were discussed within the case with respect to their use of marketing-specifically, corporate sponsorship. Research any of the other Olympic years (winter or summer), discussing their use of corporate sponsorships.
2. What additional branding and marketing tools/themes were used in the Olympic Games you researched in Question #1.
3. The Olympics reach worldwide. Do you believe that corporate sponsorships are transcending geographic boundaries, effectively reaching the international target audience?
4. Discuss the importance of the Olympic committee maintaining a wholesome image versus the commercialized event it could become. How does positioning and branding relate to this concept?
Your APA-formatted response should be a minimum of two doubled spaced pages (not including the title and reference pages). You are required to use your course textbook and one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.
Keller, K.L. (2014). Strategic brand management: Building, measuring, and managing brand equity, (4th ed.). Upper Saddle River, NJ: Prentice Hall
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