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The Brand Build of CBA League

Author: LiuJieHu
Tutor: GengSuoKui
School: Shanghai Institute of Physical Education
Course: Operation of sporting events
Keywords: CBA League Brand Brand Strategy
CLC: G841
Type: Master's thesis
Year: 2011
Downloads: 185
Quote: 1
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Abstract


As the sports industry in China to further deepen market reforms, competition in various events will become increasingly fierce, brutal competition in the market is bound to eliminate some events, in order to survive in this competition in the space, they must build their own brand . CBA league after ten years of professional reform, access to great progress, both in brand image, brand reputation, and so have achieved a certain social influence, but with the Chinese sports industry gradually standardize the market, the domestic increased competition in various events abroad, and the fans, sponsors, mature, CBA league began to realize that only take the road of brand management in order to increase the competitive strength of the CBA league, can the CBA league in an invincible position in this competition.This study says: 1. CBA league brand built on macro and micro environment analysis; 2. the CBA league status and necessity of building the brand analysis; 3. built on the CBA league brand analyze all the factors; 4. made from five CBA league’s brand building strategy.Through logical analysis, literature and other brands on the CBA League overview of the current situation of building, through the CBA league all the factors analyzed, and brand building strategy of CBA League, came to the conclusion was the following conclusions:1. the current economic environment, population, environment, social and cultural environment for the CBA League brand building provides a comfortable environment for the development, CBA league itself, the brand image in the community, awareness is high, market development and gradually developing in depth.2.CBA League status brands include: League brand name, brand identity, brand, reputation and brand quality in five areas, CBA league after 16 seasons of development, the brand name from the 2004-2005 season will not sell its brand The name of the naming rights to use the brand identity basketball Facebook, the introduction of foreign aid, the aid of fame and power than in the past very big step forward, the league’s visibility, reputation and thus also improve.3.CBA brand building in the league a number of problems: a. the lack of operational experience in club management; b. coaches and players poorly educated; c.NBA the formation of the league to enter the Chinese market, the strong impact of CBA league market; d . league sponsors frequent turnover.4.The necessity to build CBA League brand: a. the general trend of the development of sports; b. changes in the sports industry development trend; c.CBA the Chinese Basketball Association league brand is a symbol of overall strength.

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CLC: > Culture, science,education, sports > Sports > Ball games > Basketball
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