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Legacy Branding through the Olympics: A Comparative Study using the Brand Identity Matrix

Liang, Rui LU and Duvaud, Elodie Celine LU (2025) BUSN39 20251
Department of Business Administration
Abstract
This study explores how Olympic legacy is leveraged as a branding tool by the International Olympic Committee and host nations, applying Mats Urde's Brand Identity Matrix to the Opening Ceremonies of Paris 2024, Rio 2016, and Beijing 2008. We conduct a qualitative analysis of secondary data to uncover key alignments and misalignments in legacy communication. We develop a Dual Mission Framework that examines the balance between sporting spectacle and social impact. These insights provide both theoretical clarity and practical guidance for future legacy branding.
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author
Liang, Rui LU and Duvaud, Elodie Celine LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Mega-Event Branding, Brand Identity, The Brand Identity Matrix, The Olympic Games, Olympic Legacy, Legacy Branding
language
English
id
9201442
date added to LUP
2025-06-30 12:13:05
date last changed
2025-06-30 12:13:05
@misc{9201442,
  abstract     = {{This study explores how Olympic legacy is leveraged as a branding tool by the International Olympic Committee and host nations, applying Mats Urde's Brand Identity Matrix to the Opening Ceremonies of Paris 2024, Rio 2016, and Beijing 2008. We conduct a qualitative analysis of secondary data to uncover key alignments and misalignments in legacy communication. We develop a Dual Mission Framework that examines the balance between sporting spectacle and social impact. These insights provide both theoretical clarity and practical guidance for future legacy branding.}},
  author       = {{Liang, Rui and Duvaud, Elodie Celine}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Legacy Branding through the Olympics: A Comparative Study using the Brand Identity Matrix}},
  year         = {{2025}},
}