Richard Steer Companies spend millions protecting and promoting their brands. Now the Olympic Committee is trying to make "London 2012" into the next superbrand, but can you really claim ownership of a date and a city's name? Five months ago, more than a dozen companies spent small fortunes to expose their brand to millions around the world by sponsoring the World Cup. Can you remember who they were? Think back to the Wimbledon men's final. Rafael Nadal and Roger Federer both had the same sponsor - a brilliant piece of marketing. In Nike vs Nike, there could only be one winner.
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