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品牌和奥运的结合不仅仅存在于简单的“借势”之上,关键仍在于要将奥运精神与品牌内涵,使品牌精神与消费者之间建立连接并相互融合,从中挖掘品牌价值与市场价值。在距离2012伦敦奥运会开幕还有两周的7月14日,宝马在鸟巢举办了规格堪比北京奥运会开幕式的“BMW悦盛典”。此次“盛典”由张艺谋担任艺术指导,北京奥运会闭幕式总导演陈维亚、开幕式总音响师金少刚、总灯光师沙晓岚等联合“操刀”。在宝马标志性的“双肾”格栅造型做背景的舞台上,流光溢彩、酷炫十足。本次活动也是今年3月在广州举行的宝马奥林匹克计划启动盛典的精
The combination of the brand and the Olympics not only exists on the simple “borrowing”, the key is still to take the Olympic spirit and brand connotation, make the brand spirit and consumers to establish a connection and integration, mining the brand value and Market value. On July 14, two weeks before the opening of the 2012 Olympic Games in London, BMW held a “BMW Wyatt Grand Prix” at Bird’s Nest that is comparable to the opening ceremony of the Beijing Olympic Games. The “Ceremony ” by Zhang Yimou as art director, the closing ceremony of the Beijing Olympic Games general director Chen Weya, the opening ceremony of the total sound engineer Jin Shaogang, the total lighting division Sha Xiaolan and other joint “surgeon ”. In the BMW iconic “kidney ” grille modeling background to do the stage, Ambilight, full of cool. This event is also the launch of the grand opening of the BMW Olympic Project in Guangzhou in March this year