Olympics more valuable than Google and only surpassed by Apple?

The Olympics will be the second most valuable brand in the world. Yes, a brand that exceeds in value the second only to Google and Apple, according to a study by Brand Finance, a consultant who evaluated the four-year cycle of games, summer and winter, at about 60.6 billion euros.

The amount totaled only revenue in terms of sponsorship / advertising and broadcasting rights, among which were registered in 2010, the Winter Games in Vancouver, Canada, with those estimated for the summer issue of the Games, which begin this Friday in London.

And to Brand Finance, a consultant expert in the assessment of market values, the Games as a global brand, worth more than giants like Google (60.5 billion), Coca-Cola (39.7 billion) and Samsung (48.7 billion).

The Sportcal, another consultant, estimates that the quadrennial games - compete to each cycle of four years, between 'versions' of winter and summer - record revenue of around 10.2 billion euros.

Both companies, however, did not assess, for example, the value of the World Cup and European football, and some disputes this model to evaluate the event in terms of brand.

First, it only takes into account the income regarding advertising and broadcasting rights. Simon Chadwick, sports finance expert, argued that these figures "show the willingness of the issuers and sponsors to pay for the right to be associated with the Games".

"Values ​​are not necessarily an effective indicator of the true global value [brand]", he continued, explaining that the data relating to publicity "just shows the importance that the Games are for sponsors, not to consumers".

Thus, critical to this assessment lies primarily with the disregard on the side of consumers, “perceptions about the brand", gird up the brand value to elements strictly economic.

Chadwik also noted the need to take into account the costs for the host nation, and that will often be overlooked, such as increased traffic and congestion and crime. In addition, the International Olympic Committee (IOC), which collects only a slice of cake 10% of total revenues, provides favorable conditions for brands that want to join the Games.

 

The entrepreneur says the example of McDonalds, which has no limits on their food supply during the competition, or General Motors, U.S. giant that, even before the Games began, "have had believed that the return on your investment “ that have been around 255 million euros.

Havaianas: 50 years at the feet of the world

A story, a brand, a state of mind.

Brazil has witnessed the birth of their mythical beach slippers for 50 years. Under the slogan “do not deform, do not smell and do not loosen the straps”, Havaianas footwear rose from the people the product used by everyone. The Portuguese have an average of four pairs at home.

They say there is a "love affair" between Portuguese consumers and the brand Havaianas. This is because Portugal is the European country "with the greatest number of flops per capita”, says the official source of the brand. Overall, it is thought that each Portuguese have an average of four pairs of Havaianas, much more than twice that of any other European. But less than the Brazilians, of course.

In the land that saw the birth of the flip-flops inspired by Japanese zori model, exactly 50 years ago, each resident will have at least 25 pairs, all produced in the largest factory of slippers in the world, in Campina Grande, northeast Brazil. It was there that became rubber sheets in 206 million pairs of slippers sold in 2011. All in all, "six pairs of Havaianas are produced per second and 700,000 per day".

The growing demand for these slippers, which in 1962 were dubbed the shoes of the people, led the brand to approve the construction of a new factory to the end of 2012. "It will produce one hundred million pairs and will generate additional three thousand new jobs”, reveals an official source of Havaianas. Will be located to the south in the state of Minas Gerais.

When the Hawaiian born, was the sole bicolor (blue and white) and blue strips. The trend for colorful slippers was due to a technical problem: a lot of flip-flops, which should have been produced in its traditional color, blue, green turned to leave. That's when it started to produce strips in yellow, red or black.

The colors added a flashy slogan - 'do not deform, do not smell and do not loosen the straps' - and they were a simple flip-flops are considered to be a product of prime necessity by the Brazilian government, "he began to oversee the its price as it did with the rice”. He lived to the 80s, when the shoes were sold in plastic bags in supermarkets, next to shelves of detergents.

Conquered the Brazilian working class, the target of the Hawaiian became the middle class. It is not so surprising that some slippers adult will cost 12.90 euros, but there is a pair costing 160. "The most expensive model is the straps with Swarovski crystals sewn by hand by artisans in Brazil."These crystals, such as pins and ribbons in all colors and widths, can be combined based on the complete collection of soles, tailored to each client. The concept is called MYOH, 'make your own Havaianas'.

But the news for next winter boots are designed through a partnership that the mark does not intend to publish. "There will be two models irreverent and very glamorous". In addition, there will be shorter boots and galoshes child “products more orders last year". Will be available at the online store, established in 2010 in 85 countries or Space Hawaiian, a store of 300 square meters, located in Sao Paulo, where all the models.