Getting Off The Blocks In The Bidding Race
- Topics:
- Brand Management
- Tags:
- Americans With Disabilities Act (ADA),
- Wolff Olins,
- Variable,
- Productivity,
- Pitfall,
- Marketing,
- Human Resources,
- Gender And Diversity,
- Branding,
- Workforce Management
- Source:
- Wolff Olins
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Overview: Winning the bidding race to host a major world sporting event depends on an intricate mix of variables. These variables can range from tangible, measurable elements such as infrastructure, accommodation, stadia and media facilities to intangible, emotive factors such as image, reputation and star endorsement. As a result, cities have been using branding techniques for a number of years. They need to promote themselves in order to attract tourists, inward investment and talent and, to some extent, to sell products and services abroad. There are nine stages to creating a meaningful brand for bid - and numerous pitfalls to avoid. Some of these are recognizing it is all in the planning, knowing the audiences, having a clear aim etc. Some of the pitfalls include: Avoiding a strap –line, meeting the spec, telling the story.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: PDF | Size: 15KB | Date: Jul 2002 | Pages: 3
