2018 PyeongChang Winter Olympics:
Building Korea’s Brand Personality and Equity with the Olympic Brand
Friday, October 19, 2:00 p.m. – 2:45 p.m.
MacNaughton Hall, Room 411
Jeeyoon Jamie Kim
Abstract: With the case of 2018 PyeongChang Winter Olympics and audiences from short- and long-haul markets (i.e., China and US), this project investigates (1) the brand personality of Korea that the PyeongChang Organizing Committee for Olympic Games aimed to build through the 2018 Games, (2) how Korea’s desired brand personality is linked to brand equity and the Olympic brand, (3) if Korea’s brand personality and equity changed as desired over the 2018 Games, and (4) what are the factors (i.e., Olympic involvement, brand familiarity) affecting the changes. Based on the findings, the effectiveness of and strategies for hosting mega sporting events for nation branding are discussed.
Refreshments served during presentation.
If you require accommodations, please contact Katie Gratien at 315-443-5929 or firstname.lastname@example.org by October 14, 2018.
RSVP by October 14, 2018 to Katie Gratien at email@example.com or call 315-443-5929, Falk College Research Center, 414 MacNaughton Hall.