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Nike has secured waivers from the International Olympic Committee (IOC) to run ads featuring Olympic athletes during the duration of the Beijing Games.

Tim Crow, ceo of Synergy comments: ‘Nike is a special case, but it sets a very dangerous precedent. People from other categories will say, "If Nike can get a waiver then why can't we get one?' It's a very dangerous precedent".

According to a spokesman from Nike, the IOC regulations will be stricter surrounding the London Olympics in 2012. The spokesman said that the rules had been similar in Athens four years ago, but not at the Sydney Games in 2000.

The first ad, launched today, is a viral campaign starring Beijing 2008 medal hopeful, Kelly Sotherton. Nike will also run ads featuring marathon runner Paula Radcliffe as well as other as yet undisclosed key athletes.

The Sotherton ad shows the heptalthete undergoing a polygraph test and stating categorically that she ‘will win gold in Beijing'. Sotherton is interviewed on camera by psycho-physiologist Dr Hilary Witchel answering a series of questions, including ‘out of the seven events is javelin your weakest?' and ‘do you ever hope one of your opponents chokes?'

Four years ago in Athens, Sotherton won a bronze medal and will now go for gold in Beijing tomorrow and Saturday. The ad can be viewed at www.nikelab.com. (source - BrandRepublic)

Blessed is the company whose trademark is recognized throughout the world. Coca-cola, Pepsi, Xerox, Kodak, Shell, Mc Donald’s, etc. however international marketers should remember that international trademark recognition is built country-by-country: it is neither necessary nor cost-effective to try a “Global Launch” of a previously unseen trademark. On the other hand, however, the international marketer should remember that a brand name or trademark is an important method of positioning in the international market. As the enterprise begins to successfully introduce its product in country after country, it should be certain to develop a clear, unique, attractive trademark or brand, as well as to utilize that trademark or brand in all of is promotional activities, consistently from the beginning. Only if the enterprise does this there is a chance that, by the time it truly does achieve “globality”, its trademark or brand will be recognized worldwide and achieve a ready, pre-positioned market for each of its new products worldwide.

These are four branding strategies for the international market.

• Corporate Umbrella Branding (the same brand for all products of the same enterprise)

• Family Umbrella Branding (the same brand for products of a group of enterprise e.g. subsidiaries)

• Range Branding (the same branding for all products of a certain range or typed produced by a certain enterprise)

• Individual Brand Names (specific brand names for each products produced by the same enterprise)

(Another Surveys)