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What Sochi can teach us about trademarks

from Entreprenuer via Reuters

On any list of politicians who have transformed themselves into a discernible brand, Vladimir Putin would be near the top. Putin himself traveled to Guatemala seven years ago to personally pitch Sochi as the site of the 2014 Winter Olympics. His pitch impressed the International Olympic Committee (IOC) and brought the 2014 Games to Russia’s largest resort city. From NPR to Fox News, Putin has meticulously crafted an image that demonstrates he recognizes the power behind a strong brand. If there is any other institution that recognizes the value behind an effective brand, it is the IOC. more

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