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Vancouver 2010 Brand Protection Programme"The IOC and its partners in the Olympic Movement take the threat of ambush marketing very seriously. We want to protect the integrityof the Olympic rings, the Olympic values and the future viability of the Olympic Games."Gerhard Heiberg Chairman, IOC Marketing CommissionOfficial sponsors, broadcasters and licensees of the Olympic Movement all make significantinvestments to ensure the successful staging of the Olympic Games, and in return are granted the exclusive right to associate themselves with the Olympic rings and promote their affiliation with the Games.Unfortunately, some companies try to create unauthorised associations with the Games through the use of 'ambush' marketing tactics. In order to combat these attempts to create a false attachment to the Games, VANOC and the IOCestablished an assessment model to review possible infringements before deciding whether anyappropriate action was necessary.Brand Management Guidelines were also distributed to both the business community and members of the public to provide an overview of VANOC's brand protection work, as well as offer suggestions on how to engage in the excitement and opportunities of the Games without infringing on theOlympic brand."Excellent deterrence messaging about the consequences of unfairmarketing tactics across most major Canadian media just previous to the Games ultimately translated into minimal brand infringements during the Games."Bill Cooper Commercial Rights Management, VANOC142Chapter Eight / PROTECTING THE OLYMPIC BRAND