Theoretical And Practical Research On Sporting Event Brand-Moulding

As the modelling and thretening of sporting event brands abroad, many sport organizations have set target to building event brands. By combining brand theories and the analysis of famous sporting event brands, the speciality of sporting event brand is analyzed.It is consisted of seven chapters.Chapter 1 is Preface, discribes the basis, values, supporting theories, the hypothesis, methods and innovations of this research. In chapter 2, sporting event brand is defined first. Then the attributes, classification and advantages of this kind of brands are analyzed. The threoretic framework is depicted at last, as the introduction of chapter 3 to chapter 5. Chapter 3 pictures the idenfication system, which composes brand culture, brand symbol and high quality sporting event. The emphasis is on the speciality of brand culture, which lies in the sources of core value and personality, the speciality of brand symbols and characters of high quality of sporting event. Brand marketing is the content of chapter 4. Managing brand contact points and internal marketing are the way to building brand iamge. On the basis of high quality of sport events and clearly uniform brand image, television, newspaper, magazine, broadcast, mobile media and the effictive electron game can be used to deliever messages of brand and products to target customers, knowledge marketing, star marketing, social marketing, lifestyle marketing, experience marketing and souvenirs marketing to publicize brand culture, promote the sale of event, and bulid brand relationship. In chapter 5, effective sport organization is discusssed. The share of power and profit must be reasonable among relative stakeholders. The validity be framed through the strategy, leadership, employee, constitute and structure of a sport organization.Chapter 6 is the appication of the theory in Chinese volleyball league. Advices on culture, symbols, marketing and management of league brand have been put forward to promote the progress of league brand-moulding.Chapter 7 is the conclusion, which summarizes the research. As to the speciality of sport event, there are specialities in sporting event brand-moulding, which lie in identity, marketing and management of sporting event brand. Limitation of this research and future research are also discribed.