APA 3113 Lecture Notes - Lecture 8: Canadian Paralympic Committee

• School: University of Ottawa
• Department: Human Kinetics
• Course: APA 3113
• Professor: Milena Parent

Document Summary

Guest lecture: paralympics experiential marketing: like events management. Name, term, symbol, or design or combo of them all intended to identify the goods/services of one seller from another and their competitors. Brand is a relationship between a company and its customers. Cpc has trouble with brand recognition and separating themselves from the special olympics and coc. Brands lower transaction costs for both producer and consumer. People want to know what they are getting and won"t take the transaction costs: search and info costs, bargaining and decision costs, policing and enforcing costs time to search up about it. Has yet to achieve same status as olympic brand. Are a unique mix of sport and social marketing: Both the paralympics" strength and weakness: the paralympic paradox, the brand is the athletes, need to become the best storytellers in sport. Athletes aren"t seen as athletes they are seen as people who have overcome great hardships. Non profit, private organization with 25 member sports.