Research On Brand Communication Strategy Of Non - Sports Enterprises In Olympic Environment

Olympic Games as a global sporting event，with unparalleledattention resources. Thus，every four years for athletes of the Olympic Games is notonly to achieve the ideal of national honor and personal arena，but also the corporatebrand of globalization show on the big stage. Olympic brand in the world has very highvisibility， reputation， loyalty， tremendous brand equity; Meanwhile，advocatedby the Coubertin Olympic， in a hundred years in the development of the modernOlympic Games，has been recognized by people around the world to become Olympicbrand’s cultural essence. From the perspective of the propagation characteristics of theOlympic Games，the world ’s leading integrated sports，the Olympic athletics programhad more than just a collection，made for no borders，a huge influence on the media. Forthe next non-Olympic sports brand sponsors the environment，the choice of what kindof communication strategy，Win from many sports brands，has become an importantissue.In this paper，select Johnson&Johnson，Procter&Gamble，both non-sportsbrand as the target object of study，use of literature，case analysis and comparativeanalysis of the non-Olympic sports brand how to use the context of this large spread ofbrand communication in-depth analysis and research. Procter&Gamble，Johnson&Johnson in2008during the Beijing Games and the2012London Olympics period，asnon-sports companies，spread the Olympic games has shown a strong spread of power.This article will be Johnson&Johnson，Procter&Gamble，for example，from theperspective of communication studies，respectively，from the propagation environment，the spread of the main mode of transmission，dissemination of content and distributionchannels， etc. to explainexamine the direction of development in the new media eraOlympic propagation.