Download or read book Ambush Marketing and Brand Protection written by Phillip Michael Johnson and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Ambush Marketing and Brand Protection written by Phillip Johnson and published by . This book was released on 2021-02-11 with total page 624 pages. Available in PDF, EPUB and Kindle. Book excerpt: The only book specifically focussed on laws to control ambush marketing in the UK and other jurisdictions, this work gives detailed analysis of legislation specific to particular sporting events as well as the protection of traditional intellectual property rights in this area.
Download or read book Ambush Marketing and Brand Protection written by Phillip Johnson and published by OUP Oxford. This book was released on 2011-11-17 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The only book specifically focussed on laws to control ambush marketing in the UK and other jurisdictions, this work gives detailed analysis of legislation specific to particular sporting events as well as the protection of traditional intellectual property rights in this area.
Download or read book Anti ambush Marketing Legislation and Institutionalized Brand Protection written by Dana Lee Ellis and published by . This book was released on 2019 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examined how institutionalized legislated Olympic brand protection has impacted Olympic ambush marketing and sponsorship. While direct marketing implications of anti-ambush marketing legislation are found to be minimal in this context, it is argued the practice represents a portion of a regime of brand protection and that public relations outcomes of legislated brand protection must be carefully managed as part of a brand management strategy. Similarly, proportionality and managing expectations are arguably important in the understanding and application of such laws. Finally, it is suggested that while the Olympic Movement may be viewed as an institutional entrepreneur with respect to anti-ambush legislation in the mega-event field, the individual character of each Olympic Games could interfere with complete isomorphism.
Download or read book Ambush Marketing the Mega Event Monopoly written by Andre M. Louw and published by Springer Science & Business Media. This book was released on 2012-06-06 with total page 771 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the law’s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation. It critically examines the legitimacy of such commercial rights protection by means of the use of laws in the context of accepted principles of intellectual property law, competition law and human rights law. Specifically, it questions the legitimacy of the creation of statutory ‘association rights’ to mega-events, and considers potential future developments in respect of the law’s treatment of mega-event commercialisation. Valuable for practitioners and academics (in the fields of sportslaw/sponsorship/marketing/intellectual property law); sports administrators (sports governing bodies); corporate sponsors of sports and other events; potential mega-event host governments and law-makers; civil rights organisations.
Download or read book Ambush Marketing Legislation to Protect Olympic Sponsors written by Teresa Scassa and published by . This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ambush marketing and its possible threat to brand equity has been identified as a key concern for mega sport event organisations and their sponsors. In recent years, international sport federations have sought to leverage the enormous interest in hosting their events in order to make anti-ambush marketing legislation a requirement for a successful bid. While sponsors may applaud such added protection, there are potentially a number of negative impacts that deserve consideration when discussing ambush marketing legislation. In this paper, we examine the growing trend for mega sporting event organizers to insist upon the enactment of legislation to protect against ambush marketing. Using the Olympic Games as a model, we provide a brief overview of the Olympic brand, Olympic sponsorship and the brand management/protection strategies developed by the IOC. Our study pays particular attention to the Vancouver Olympic Committee (VANOC) for the 2010 Olympic Winter Games and to the legislation enacted by the Canadian government to protect the Olympic and Paralympic brands. We examine some of the issues that arose in relation to the Vancouver Games, and discuss the impact of the growing use of anti-ambush legislation as the ultimate weapon to protect sponsors. While more research is needed to assess fully the impact of such legislation on various stakeholders, there are signs that perhaps it can do more harm than good.
Download or read book Managing the Football World Cup written by S. Frawley and published by Springer. This book was released on 2014-12-02 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing the Football World Cup explores areas often overlooked by project management and business studies researchers. Therefore considering the global impact of the Football World Cup it is time for a detailed examination of the planning, organization, management, implementation and related commercial features of this mega-sport event.
Download or read book Encyclopedia of Sport Management written by Pedersen, Paul M. and published by Edward Elgar Publishing. This book was released on 2021-12-14 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together preeminent international researchers, emerging scholars and practitioners, Paul M. Pedersen presents the comprehensive Encyclopedia of Sport Management, offering detailed entries for the critical concepts and topics in the field.
Download or read book Ambush Marketing in Sports written by Gerd Nufer and published by Routledge. This book was released on 2013 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.
Download or read book Theorizing Ambush Marketing in the Olympic Games written by Dana L. Ellis and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This research comprises three interconnected studies that, when considered together, attend to the dissertation's purpose of presenting an integrated conceptual framework for ambush marketing in the Olympic Games. This has been accomplished in two ways: (1) the use of institutional theory, supported by network theory, as a lens to view and understand evolutionary processes in Olympic sponsorship and ambush marketing and (2) the use of grounded theory to build a conceptual framework of ambush marketing from the findings. Broadly, the model suggests the evolution of ambush marketing is partially impacted by, and an outcome of, institutional forces and considerations. Study I examines the process of institutionalization in the evolution of Olympic sponsorship during its most critical period of growth. It is argued that three key periods of change for sponsorship and two for ambush marketing exist during this time. Furthermore, these periods of change, most specifically concerning anti-ambush marketing practices, suggest the institutionalization of anti-ambush marketing legislation in the Olympic Games. Study II examines how Olympic ambush marketing stakeholder power and transfer of sponsorship and ambush marketing knowledge has influenced institutional processes toward the state of anti-ambush legislation as institutionalized brand protection. Centrality measures suggest the International Olympic Committee and Organizing Committees for the Olympic Games demonstrate the greatest stakeholder influence within the Olympic ambush marketing network. It is further argued the influence resulting from the structure of Olympic ambush marketing networks impacts the institutional processes of objectification and sedimentation. Study III examines the contemporary state of Olympic sponsorship evidenced by institutionalized legislated brand protection. While direct marketing implications of anti-ambush marketing legislation are minimal, it is argued the practice represents a portion of a regime of brand protection and that public relations outcomes of legislated brand protection must be carefully managed as part of a brand management strategy. Similarly, proportionality and managing expectations are arguably important in the understanding and application of such laws. Finally it is suggested that while the Olympic Movement may be viewed as an early adopter of anti-ambush legislation in the mega-event field, the individual character of each Olympic Games will interfere with complete isomorphism.
Download or read book Event Marks written by Felipe Dannemann Lundgren and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The main purpose of this work is to analyze whether event marks - a concept developed in Germany, proposing the creation of a new category of trademarks - are really needed as an additional form of protection against ambush marketing. Knowingly, major events have become big business and sponsorship is nowadays one of the main sources of financing for those events. With the increase in the sophistication of ambush marketing strategies, event organizers and official sponsors are constantly pushing for additional forms of protection for their exclusive agreements and, consequently, for protection of their investments. In this text, we critically analyze the concept of event marks, including jurisprudence which clearly rejected it in Germany. The analysis of case law will also include the situation in the European level, where the issue is still awaiting for a final word from the European Courts. Finally, we will examine the alternative of enactment of event-specific legislation and the detrimental effects that come attached to this type of legislation. At the end, we will provide readers with a brief overview of the framework of protection to event organizers and official sponsors in Brazil, as this country will host the 2014 FIFA World Cup and the 2016 Olympic Games. Based on academic quality and relevance of topic, this paper has been selected for inclusion in the 2009/10 Munich Intellectual Property Law Center (MIPLC) Master Thesis Series.
Download or read book Ambush Marketing written by Arul George Scaria and published by Oxford University Press, USA. This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the contemporary world many corporate entities pour in huge sums of money to sponsor popular sports and cultural events with the aim of promoting their brands and products exclusively. Increasingly, however, they find themselves outwitted by ambush marketing--ingenious and innovative ways used by rivals to associate their brands with a particular event and derive enormous gains, but without paying sponsorship fees. Event organizers, including major international committees and governments, view this phenomenon as a threat, because they rely heavily on sponsors to finance events. This unique book explores how the highly competitive, yet self-confident, world of business promotion and advertising has been shaken by ambush marketing. Using examples from around the world, it surveys the different ambush marketing practices prevalent today. It shows the limitations of traditional legal measures such as actions for passing off, and infringement of trademarks and copyright in dealing with such activity. The author offers insights into possible solutions to the problem and includes an extensive discussion on the significance of event-specific anti-ambush marketing legislation. Widening the scope of the discussion, he goes on to examine whether placing restrictions on ambush marketing would be valid in the context of competition law and whether any constitutional rights may end up being violated.
Download or read book Managing Sport Business written by David Hassan and published by Routledge. This book was released on 2013-03-01 with total page 537 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contemporary sport is both a sophisticated and complex international business and a mass participatory practice run largely by volunteers and community organizations. This authoritative and comprehensive introduction to the theory and practice of sports management helps to explain the modern commercial environment that shapes sport at all levels and gives clear and sensible guidance on best practice in sports management, from elite sport to the local level. The book is divided into three sections. The first examines the global context for contemporary sports management. The second explores the key functional areas of management, from organization and strategy to finance and marketing, and explains how successful managerial techniques can be applied in a sporting context. The final section surveys a wide range of important issues in contemporary sports management, from corporate social responsibility to the use of information and communication technologies. Together, these sections provide a complete package of theory, applied practical skills and a state-of-the-art review of modern sport business. With useful features included throughout, such as chapter summaries and definitions of key terms, and with each chapter supported with real-world data and examples, this book is essential reading for all students of sport management and sport business.
Download or read book Olympic Marketing written by Alain Ferrand and published by Routledge. This book was released on 2012-07-26 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.
Download or read book Essential Law for Marketers written by Ardi Kolah and published by Routledge. This book was released on 2012-06-25 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Essential Law for Marketers' offers clear and concise explanations of the laws that impact on the practice of marketing, advertising, sponsorship, design and public relations, providing expert guidance on crucial issues for the busy practitioner. Each chapter in the book offers, in simple English, full analysis of the law on each subject, and illuminates it with numerous examples and cases taken from current industry practice. It also offers helpful tips and suggestions for 'keeping it legal' without losing sight of the overall commercial objectives. Uniquely written from the practitioner's point of view, the text is structured to offer a complete and accessible picture of how the law can impinge on the job: * 'Point of law' offers clear legal definitions or shows the generic application of a legal point in a real life context * 'Law in action' outlines actual legal cases and their outcomes, with full referencing for the case available on the companion site * 'Insight' offers background information, providing a broader practical or commercial context for a legal topic * 'Checklist' at end of each chapter itemises the key issues to bear in mind Essential Law for Marketers covers all the key issues facing those working in the media. From making claims and statements, copyright, defamation, promotion and advertising, through to lobbying, cybermarketing and ambush marketing, it is an invaluable reference guide for anyone working within the sector. It also functions as an excellent learning resource for all marketing students who need to appreciate the legal implications of industry practice.
Download or read book Canadian Sport Marketing written by Norm O'Reilly and published by Human Kinetics. This book was released on 2022 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book focuses on sport marketing concepts, theories, applications and cases/expert perspectives on the Canadian marketplace. It covers essential topics including the Canadian sport system, market research, consumer behavior, digital marketing, and provides an example of a marketing plan for students to use and build from. In the Know sidebars and Executive Perspective sidebars provide practical application to the material and follow successful programs and individuals"--
Download or read book Is Olympic Ambush Marketing Here to Stay written by Bryce M. Nakamura and published by . This book was released on 2018 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: This article examines many of the issues related to ambush marketing in the Olympic context. Specifically, it discusses the problems ambush marketing creates for the International Olympic Committee and Olympic sponsors, along with how brand protection laws and the IOC's strict advertising guidelines inhibit some forms of creative advertising.
