Brand governance, as a strategic marketing approach, has been attracting the attention of practitioners in the past decade. However, there is a lack of well-articulated conceptualization of brand governance in the literature. This chapter, using the Olympic brand as an illustrative case, presents the role and value of brand governance in the constantly evolving and fast-changing present economy. The chapter highlights that,unlike the traditional marketing approach where branding has largely been seen from the conventional creative and cosmetic standpoints, preserving the coherence and continuity of the Olympic brand requires an understanding of the changing economy. The chapterattempts to bring attention to the importance of brand governance in today’s fast-changing world by outlining six specific directions for future research that facilitate the production of knowledge and serve as an input in building a long-term Olympic brand value.