The Olympic brand: Between historical foundations and innovations. Foundations of a research agenda on brand management based on the past

This article looks at the uniqueness of the Olympic brand as a millennia-old yet modern brand. It offers a definition of the concept, examines its foundations and historical values, and outlines the key events in its evolution. This research shows how this brand, co-created by a multitude of players, draws on its history and values to innovate and leave a positive legacy in many areas. The article concludes with a research program linked to the challenges facing the key players in the Olympic brand. The proposals enrich brand management research based on the past by offering multiple avenues for future research.