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date: 27 September 2020

Brand Management 

Berkshire Encyclopedia of World Sport
James M. GladdenJames M. GLADDEN

In the world of modern commercialized sport, entire sports, teams, venues, coaches, and athletes now often seek to brand themselves with a unique identity, which attracts fans and commercial support. Branding involves creating brand awareness, brand image, and brand equity. The International Olympic Committee (IOC) in some ways represents the extreme of branding control. At the 2012 London Games, the IOC employed some 300 “branding police” to look for local businesses that used the IOC brand for commercial purposes. ...

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