" These five rings – blue, yellow, black, green and red – represent the five parts of the world now encompassed by Olympism and ready to compete against each other." Baron Pierre de Coubertin 118IOC Marketing Report – Beijing 2008 Chapter SevenThe Olympic Brand The Olympic Brand The Olympic rings, designed by Pierre de Coubertin almost a century ago, are the most widely recognised symbol of the Olympic Games and one of the most well- known symbols in the world. As such, they form the foundation of the Olympic brand. Embodied in the spirit of the Games and the excellence of the Olympic athletes, the Olympic brand is confirmed in the thoughts, perceptions and feelings of people around the world. The most obvious manifestation of the Olympic brand is the Olympic Games themselves. They are the pinnacle of all sports events yet are more than simply a sports event. They are based on positive universal values, all of which give the Olympic brand its unique and powerful identity. Proprietary research conducted by the IOC in various markets around the world since 1996, and carried out before, during and after the Beijing Games, has confirmed that the Olympic Games continue to enjoy extraordinarily high appeal and awareness ratings among consumers globally.