University of Hertfordshire

By the same authors

Branding ideas for the Tokyo Olympics 2020

Research output: Chapter in Book/Report/Conference proceedingChapter

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Original languageEnglish
Title of host publicationAdvertising and Branding: Concepts, Methodologies, Tools, and Applications
EditorsMehdi Khosrow-Pour
PublisherIGI Global
Number of pages20
ISBN (Electronic)9781522517948
ISBN (Print)1522517936, 9781522517931
Publication statusPublished - 6 Jan 2017


Tokyo successfully won the bid for the 2020 Olympic Games. When planning for mega event tourism such as the Olympics, cities reorder public spaces and arenas often with a long term vision, a legacy. This vision expresses the role of the event in achieving the desired future and goals of the hosting city. The planning process involves not only animating the city for staged spectacles; but also rebranding the city and managing how tourism is consumed - the planned and unplanned experience of consumption. Leisure motivated event tourists are seeking unique, personal and socially rewarding experiences (Getz, 2010). These experiences may be managed through the context in which people act. By altering the context, people's experience of the event changes; hence the perception of the host city and the Olympics' brand may also change. The author is therefore proposing branding directions to enhance these experiences.


Erica Liu, 'Branding ideas for the Tokyo Olympics 2020', in Advertising and Branding: Concepts, Methodologies, Tools, and Applications (IGI Global, 2017), ISBN: 1522517936, e-ISBN: 9781522517948, © 2017.

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