Research About The Process Of City Sport Brand's Construction

The same as City Travel Brand, City Culture Brand, City Sport Brand belongs to the City Brands, it is an unique category symbol which based on city's special sport resource, aimed to balance with the target audiences'interests. Now, the City Sport Brand's practice is keep ahead of its theory. This study focus on City Sport Brand's construction, in view of the brand asset management, to research the City Sport Brand's all relevant factors.Relevant methods include literature, experts questionnaires, experts interviews, logical analysis.Results show that:1, City Sport Brand's construction is not only the government's responsibility but also the inner companies and the citizens. Citizens are also one of the target audience, so they play an important role in the City Sport Brand's constructions.2, City Sport Brand's construction based on city's special resources, it includes regional resources, endowments, industry advantages. Which affect on City Sport Brand's construction could divide into subject factors and object factors. Subject factors include city's economic, environment, government and living factors.3, According to the theory of Brand Asset Management, City Sport Brand's construction could divided into five steps, setup a vision, brand positioning,promotion and distribute, regulatory.4, Brand positioning is the base of City Sport Brand's construction, it should follow the reality, uniqueness, guide, favorite, sustaintable; according to the city's resources, brand positioning could divided into economy, cultural, competition, physical geography and combos. Based on resources, audience, competitors, we give a brand positioning model.5,Regulatory is the last step, it should based on the assessment about the City Sport Brand's construction. And then we manage and verify the City Sport Brand's construction. When the city's suroudings, resources,competition,and audiences'interest experienced great changes, City Sport Brand should reconstruction.