Research Handbook on Sport Governance
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Research Handbook on Sport Governance

Edited by Mathieu Winand and Christos Anagnostopoulos

Sports governance has developed into a considerable field of research, and has piqued many researchers’ interest worldwide. What’s more, recent scandals that have affected the world of sport can be directly related to misgovernance. Research Handbook on Sport Governance aims to gather the state-of-the art research on sports governance. It offers a vital reference point for advancing research on the matter, while illustrating different approaches and perspectives, such as good governance principles, systemic governance, political governance and network governance.
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Chapter 22: Olympic brand governance: future research directions

Benoit Séguin and Gashaw Abeza


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.

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