The Culture of Synergetic Branding: A Case Study on the affiliation between the Maltese Olympic Committee and its Stakeholders

Abstract

Marketing is generally regarded as the tool which businesses require to help their brand be visible, recognized and distinguished from their competitors. Top-notch brands are determined according to their brand equity. Having a resilient equity requires businesses to be original and able to improvise and create a product which will stand out more than their competitors’. This will sometimes depend on how businesses create alliances and exploit their stakeholders to co-create value and enhance each other’s brand equity. This study investigates the importance of relationships created with the various stakeholders of the Maltese Olympic Committee (MOC). It also examines the current equity of the Maltese Olympic brand and understands whether it is taking advantage of the relationships it has with its stakeholders to co-create value. The MOC and a representation of several stakeholders took part in this study. Semi-structured interviews were conducted as a means for data collection. Data collected from this research was collated and analyzed. The findings of this research led to the conclusion that working jointly with the affiliated stakeholders can certainly co-create value. The MOC has a good existing network of stakeholders in place. It is perceived in a positive light and therefore offers great opportunities for its stakeholders. The MOC, must however, find ways and means of utilizing these resources and stakeholders wisely where all parties can work together to co-create value and thus enhance its brand equity.