Case Study

Olympic games: A brand crisis (A)

10 pages
December 2005
Reference: IMD-5-0675

This is the first case of a two-part series. With reports of bribery and corruption facing the International Olympic Committee, there is serious danger that one of the most recognizable symbols of the world which are synonymous with honor, integrity, determination, and commitment to excellence — will be tarnished. The IOC needs to manage its brand reputation so that its value to sponsors and advertisers remains intact. The case illustrates the sequence of events leading up to the bribery incident and highlights the issues that need to be addressed to rescue the Olympics from the crisis.

Brand, Corruption, Olympics, Sports, Sponsorship, Bribery
Field Research
© 2004
Available Languages
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