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Marketing - 23rd August

Marketing - 23rd August

Developing a brand strategy in the digital age – where to (re)start?

Developing a brand strategy in the digital age – where to (re)start?

Developing a successful brand, whether it’s for specific events, competitions, or organizations, can bring about great benefits for IFs. From an increase in sponsorship value, to higher levels of meaningful fan engagement and building fan loyalty, the advantages of having an established brand can have an important effect in the development of a sport.

A brand strategy is the ‘big picture’ plans and tactics deployed by an organization to create long-term brand equity and competitive advantages from branding. It is the plan to actively influence the perception of your brand. It clarifies where the brand is headed, what you are trying to achieve, and provides a map and compass to help you get there.

In today’s digital world, IFs have direct access to their fan base which allows them to collect data that was not available before, and this represents a new frontier for sports branding professionals. Now, key metrics such as brand awareness and brand perception among many others, can be precisely measured and leveraged to guide your brand’s strategic direction.

During this session we will discuss how IFs can use analytics to develop a strong and data-driven brand strategy while simultaneously leveraging the specificities of their sport (history, tradition, emotions) and their audience . Our speakers will:

• Clarify the role of strategy in branding • Inform us of the benefits it can generate • Explain what key unit metrics where utilized in the creation of the their brand strategies and how they were collected • Show examples of brand strategies from different IFs and competitions

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