Brand Identity At Olympics

An article from Ragan's PR Daily titled, "Brands Winning Big at London Olympics" talks about how brands are in competition during the Olympics. It emphasizes the importance of making sure that brands are not sabotaged by rival companies but able to promote their product. Social media, may be threatening sponsorships due to the fact that it is easier to have access to a social site and see ads for other brands. Even though the Olympics may have certain brands that officially sponsor them, social sites have the capability to spread content that are "non-affiliated brands." Therefore, it threatens the official sponsorhips of all brands involved in the Olympics. Furthermore, the halo effect shows how consumers are more bias towards products that they have had a certain positive experience from. The link between, for example, Nike and the 2012 Olympics may create the halo effect for consumers who support the Olympics. In contrast, the brand equity of the companies that are truly affiliated with the Olympics are more likely favorable other than the brands that are not supported by the games.