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Aegon Commonwealth Games

Glasgow 2014 employs legal brand guardian to implement brand responsibility strategy

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By Stephen Lepitak, -

February 7, 2012 | 2 min read

The Glasgow 2014 Commonwealth Games organizing committee has appointed Aileen Alexander as its senior legal manager for Brand Protection, who will aid its battle against ambush marketing of the event.

The position will see Alexander lead the protection of the Commonwealth Games and Glasgow 2014 brands ahead of the games, and will also include direct engagement and education within the marketing sector.

Despite being the role covering the marketing sector, the role will sit within the committee’s legal department, but will see Alexander work alongside the marketing team to ensure the appropriate use of the Glasgow 2014 brand.

The Glasgow 2014 Brand Protection strategy and organization-wide operation plans will be developed by Alexander this year, ahead of its implementation through direct engagement and education within the marketing sector during 2013. This will encompass training, advice and support to aid responsible usage of the Games brand.

Alexander has worked with AEGON UK, including managing sponsorship agreements with sporting organisations and individual sportspeople.

Gordon Arthur, director of communication for Glasgow 2014, said: “We are delighted to have Aileen on board in this key role. Brand protection is a vital element of our preparations for the Games and it is extremely important that we protect the use of the Games brand identity for those Commercial partners that have invested in the Games and have the exclusive right to its use. We take this responsibility very seriously.

“Once we have completed the planning phase we will start to work closely with the marketing sector to provide education and guidance on the proper use of the Commonwealth Games and Glasgow 2014 brands, so that all agencies understand what they can and can’t do on behalf of their clients. We want to work with the sector to ensure the Games run smoothly and that we hand back a strengthened brand to the Commonwealth Games Federation once the Games have closed.”

Aegon Commonwealth Games

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