Мяконьков, В.С. Влияние олимпийской символики, используемой в качестве торговой марки, на поведение потребителя = Influence of Olympic Symbolic Used as Trade Mark on Behavior of Consumer // Теория и практика физ. культуры. - 2001. - № 7. - С. 43-44.
The dynamical development of the area of physical culture and sports in XXth century is connected first of all with the growing influence of the economic, social and psychological factors on the formation of public relations. Business pays the special attention on the Olympic movement itself - the most consumed sports product. The Olympic symbolic is one of the most successful trade marks, because it's recognizing surpasses the brands of the most promoted goods frequently. The trade mark is the nucleus of the marketing strategy of any modern company. For the correct estimation of the role of the trade mark it is necessary to distinguish some concepts, such, as "goods", "trade mark" and "successful trade mark". The goods are everything, that answers functional needs of the consumer. The trade mark determines an own name, the logotype, the design or the combination of these concepts being distinctive is familiar of the supplier. The successful trade mark differs by that it not only answers functional expectations of the consumer, but also represents for him (her) the certain additional value, satisfying the certain psychological needs. Why we are ready to pay the large price for the branded goods? The knowledge of the formation of the consumer behavior will allow to use sports symbolics acting as the trade mark successfully for the attraction of outbudget financial resources directed to the development of the sphere of physical culture and sports.
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