IntroductionBrands have become a subject of increasing interest to marketers over the years. Extensive studies have been conducted to understand the idea of ​​what a brand is. While taking into account the success of a brand, marketers must ask themselves whether sales, contribution to market share, additional profit margin, loyalty generated and awareness or contribution to corporate image are the key factors that drive the success or failure of a brand. However, marketers today need to look from a different point of view: not from the point of view of those who create, develop and nurture brands, but from the point of view of the end audience, the consumers of brands. Therefore, a successful brand includes its perception and therefore the people who perceive it (Keller, 2003). The Sydney 2000 Olympic Brand: Focusing on Brand Elements to Build Brand Equity Sydney 2000 is an unprecedented success story in brand management. The full integration of the Sydney 2000 brand development and brand management philosophy was critical to the overall success of the Sydney 2000 Olympic Games and marketing programmes. Sydney combined the core values ​​of the Olympic image with the selfless, dynamic and optimistic spirit of Australia, providing Sydney 2000 with a powerful brand platform (The Olympic, n.d.). Every aspect of the 2000 Olympic Games – from the Olympic Torch to the Olympic Arts Festival, from the face of the Games to the Olympic Games volunteer program – communicated the values ​​of the Sydney 2000 Olympic brand (The Olympic, n.d.). The Olympic Games are a celebration of hope, joy in effort and dreams of athletes. This overall image of Olympism provided a foundation from which to launch the Sydney 2000 Olympic brand. Sydney combined this image with the mission of the 2000 Olympic Games to form a cohesive, expressive and emotional brand for Sydney 2000 (The Olympic, n.d. ). Sydney's mission was to fulfill a triple promise (Olympic, n.d.). First, Sydney sought to host the Athletes' Games, Olympic Games dedicated above all to celebrating the dreams and achievements of the Olympic athlete and to providing a positive environment in which Olympians could thrive. Secondly, Sydney sought to host the Green Games, an Olympic Games unsurpassed in respecting and protecting the natural environment. Ultimately, Sydney has sought to leave a legacy for sport: a legacy of financial support for athletes and Olympic hopefuls in Australia and around the world, and a legacy of state-of-the-art sporting facilities that all Australians can enjoy enjoy..