Introduction


            The Olympics is one of the largest and most prestigious international sports events. Through the Olympic Games, nations and their cultures are brought together; with this effect, it is clear that this major sports event is not only done for the purpose of entertainment, but it also serves as a bridge among nations and an instrument for better international relations. As the Olympics is an event like no other, host countries see to it that early preparations are done. For 2008, China will be the Olympic host and the games will be held in Beijing. The Chinese communities are presently conducting various infrastructural enhancements for the upcoming Olympics.


 


BOBICO, the official Olympic Committee in the country also aims to promote the Chinese brand throughout the entire event. Among others, the provision of quality service during the games is also a priority. In this paper, the aim is to relate the role of creating the Chinese brand to the success of the event as well as in attracting targets for sponsorship. In addition, the concept of service quality will also be related to the conduction of the Olympic Games. Ways on how the Chinese organizing committee can integrate service quality in the prestigious event will be cited as well.


 


The Olympic Brand


A brand is a named version of a given product or service. Findings from a survey of 101 companies revealed that brand names are crucial to the success of products (Kohli & McBahn 1997). Brand names help identify the product and brands take on their own meaning and presence as they embody a rich configuration of symbols and meaning. A good brand name should appeal to its customers, be memorable, as well as offer a distinctive image which separates it from competing products; building a brand allows a product to distinguish itself from its competition. In the same way, the Chinese Olympic brand is being developed not only to attract sponsors but also make the country stand out from all other nations.


 


As a product strategy for the Olympics, the branding principle plays various significant roles. For instance, a well-established brand provides instant name recognition and respect from customers. Consumers specifically identify with brands and use them for self-expression (Buzzard 2002). Brands make statements to other people. They are a short-hand communication of what the makers are. Certain brands create a link with other users: owners talk to one another, compliment one another on their good taste and feel validated in their choices. They create social acceptance and instant mutual recognition (Buzzard 2002). These make the creation and development of a brand important for successful product promotion and marketing.


 


The integration of the branding principle in Beijing Olympics could elicit a similar effect to the sponsors of the event. The organizers of the sports event is creating the Chinese Olympic brand with strong values like pride, progress and dignity; moreover, the Olympic Games itself symbolizes victory and excellence. Sponsors will easily associate themselves with these Olympic ideals. With a strong brand image, China will be able show the world what local Chinese brands are capable of; international brands on the other hand, provide their support by sponsoring the event and create an even stronger presence in China (Kronick & Dorne 2005).


 


Sponsors of the previous Olympic Games also revealed that sponsoring the Beijing Olympics is different from others like the ones in Athens. In the Athens Olympics, the sponsors were drawn from the global platform inherent in the Olympics itself but were not particularly interested in the city’s local market opportunities. On the contrary, sponsoring for the Beijing Olympics leads to two major effects. One is that the sponsor will be able to align its brand with the Chinese Olympic ideals; the other effect is that it will be able to strengthen its presence on the Chinese market (Kronick & Dorne 2005).


 


The role of branding to the Olympics and sponsorship can be explained further as to how China was able to use this marketing principle effectively. Rather than use business reasons to promote the brand, China used a concept known as the emotional brand in order to attract target sponsors. One of distinct characteristics of an emotional brand is that consumers care and trust these brands. As the Chinese Olympic brand signifies the country’s affiliation to sports, this then creates a certain appeal to sponsors. Emotional brand, such as in the case of the Beijing Olympics, is developed through a well-defined internal culture. Furthermore such brands reflect unique visions and are communicated clearly through verbal, visual and sensory means (Global Cosmetic Industry 2003).


 


Generally, the Chinese Olympic brand can be considered as emotional due to the ideals attached to it. Strong sports values and cultural influence make the brand powerful and appealing enough to attract sponsors, particularly major ones. Through this attraction, the intended amount to be gained from the sponsors will then be achieved. The objective of the committee for the sponsorship is not only to reach the fund for the event; it also aims to bring different nations together through open support and coordination. This objective is further supported by the effect of the Chinese Olympic brand to attract sponsors for business purposes. The give and take relationship between China and the international sponsors then facilitate international coordination. Moreover, as benefits of this coordination is achieved by both sides (a good business site for the sponsors and an improved economy for China), harmonious relations are also established. 


 


Service Quality


            The provision of quality service is an important aspect of any organization, be it in a small business or a major one like the Olympics. The concept basically revolves around the aim of giving good and efficient service to achieve the satisfaction of the customers. One of the distinct benefits of service quality is the enhancement of the performance or skills of the service providers, particularly in terms of creativity and productivity. So as to achieve quality in services, the creativity and knowledge of the entire workforce must be joined together and optimized. Aside from improving the performance of the service providers, service quality also involves the use of new and improved facilities that enables the provision of better services.


 


As the committee or organizations improve the quality of their services, their images to the customers are enhanced considerably. In addition, the changes help the organizations attend to the different demands and needs of their clients, thereby resulting to customer delight (Lakhe & Mohanty 1995). Service quality also serves as an important marketing tool for businesses as well as a way for establishing customer loyalty. Most importantly, the ability of the organizations to meet the needs of the customers allows the establishment of stronger customer relations.


 


In the Olympic Games, the quality of service is then an important principle due to the influx of visitors who will come to Beijing. With quality service, it is likely that more and more tourists will be interested in visiting the country and possibly remove some misconceptions regarding the Chinese community; this in turn will be of significant benefit to China’s tourism industry. In addition to individual spectators, sponsors may find the presence of service quality a convincing factor for establishing further business in the country. In general, the assurance of quality service delivery will help in developing an entertaining and relaxing Olympic event.


 


Due to the importance of achieving customer satisfaction during the Olympics, it is then imperative that improvements must be done before the major sports event. The Chinese Olympic committee has in fact conducted a number of activities in line with this objective. Specifically, Beijing has made a number of developmental efforts geared towards the improvement of its environment, tourism, telecommunication, transportation and sports facilities. An environmental protection program has already been carried out to reduce air pollution (Collins 2002).


 


The quality of the water systems will also be improved while the forest areas will receive enhanced protection. Major tree planting movements are to be done to control soil erosion as well as develop eco-shelters. In terms of media coverage, China will not find much difficulty in mobile and fixed telecommunications considering that the country is considered second best in this filed. Data transmission services, quality international IP telephone and 3G communications are some of the accessible technologies in the country that can facilitate quality telecommunication services. Cable TV is also available in the country; thus quality televised coverage of the games can be provided (Collins 2002).


 


Beijing also plans to improve its shopping facilities for the expected visitors who will come for the Olympics. For this purpose, Beijing aims to put up a thousand more convenient supermarket stores in the coming three years so as to improve the quality of its retail and catering services. Renovations to 55 medium and large shopping centers in the capital will also be done so as to accommodate event shoppers and tourists with disabilities. In addition, employees of these public facilities are encouraged to take English language classes so as to facilitate effective communications especially with foreigners and tourists (Xinhua News Agency 2006).


 


The visitor service expectations can be developed through other means as well. One of which is through the enhancement of the security systems within and outside the Olympic site. With the rising issues on terrorism, it is essential that visitors and tourists from abroad are given maximum protection from such untoward incidents. Efforts that will develop and maintain peace and order are also important in promoting the capital both as a safe business and tourist destination. Security personnel should then be distributed within the site. Individual stores and public facilities should also be equipped with security technologies and personnel to ensure safety.


While the amount of security is essential, its quality in terms of services and accessibility should also be prioritized. In addition to security, free and highly accessible assistance to foreigners should also be provided. This can come in the form of mini-police stations or booths in busy areas of Beijing. This suggestion can be done for the purpose of helping tourists who may need directions, alternatives or suggestions. It is then important that personnel assigned to these stations are equipped with the appropriate communication capabilities. Ease in transportation should be ensured as well. Aside from increasing the number of available modes of transportation, streets and roads should be reconstructed as well. Traffic signs and street names should be clear enough for most tourists to read and understand. Travel brochures and city maps should also be made available to the visitors to facilitate ease of transportation.


 


Conclusion


            The Olympics is an important event for any hosting country. China has just gone through major developments in its economic sector; with the conduction of the Olympic Games in Beijing, its organizers should then optimized this opportunity to promote China to the rest of the world and encourage other international operators to invest in the country. Developing the Chinese Olympic brand for instance, can allow sponsors to align their business and sports aims with the Chinese ideals. Utilizing the concepts of service quality on the other hand, can help the Chinese Olympic committee not only in achieving customer satisfaction but also in enhancing the image of the country. Through the effect of the branding principle as well as the enhancement of service quality, the 2008 Olympics might be more than just an international entertainment activity for China.


 


References:


“Beijing to improve service for 2008 Olympics”, 2005, Xinhua News Agency, viewed 27 March 2006 <http://www.chinadaily.com.cn/english/doc/2005-07/31/content_464958.htm>.


 


“Global report: brands”, 2003, Global Cosmetic Industry, February 1, viewed 27 March 2006 <www.highbeam.com>.


 


Buzzard, K, 2002, “The Coca Cola of Self Help: The Branding of John Gray’s ‘Men Are from Mars, Women Are from Venus”, Journal of Popular Culture, vol. 35, no. 4.


 


Collins, M, 2002, “China’s Olympics”, Contemporary Review, March 1, viewed 27 March 2006 <www.highbeam.com>.


 


Kohli, C & McBahn, D, 1997, “Creating Effective Brand Names: A Study of the Naming Process”, Journal of Advertising Research, Jan.-Feb., pp. 67-73.


 


Kronick, S & Dorne, D, 2005, “Going for an Olympic Marketing Gold”, The China Business Review, vol. 32, no. 1, p. 8.


 


Lakhe, RR  & Mohanty, RP, 1995, “Understanding TQM in service Systems”, International Journal of Quality and Reliability Management, vol. 12, no. 9, pp. 139-153,



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