Research On The Status Of The Brand And Brand Building Strategy Of Cba

Nowadays,China Basketball Association:CBA,had become the best professional basketball league match in China.The reputation and influence of CBA had been improved gradually.The study and research on CBA based on document and literature;questionnaire survey;interview with specialists and data statistics are as follows:1.Along with the professionalism of CBA league matches improved,the CBA brand achieved tremendous development.Spectators gradually acknowledged and accepted CBA.The brand operation is now basically on the same level with the development of the league.2.China Basketball Association and various clubs put investment on building up the CBA brand,at the same time strengthened the connection of CBA with spectators and basketball fans.3.The development of CBA has immediate connections with the economic profit and the development of China basketball.As a product that participated in the market competition,CBA should have realized that: The management system;Development of exploration,operation,and management of CBA brand;Market advertisement and the development of related products,the slow development of globalization,etc,are all essential factors that restrict the development of CBA.4.CBA owns its individual brand name,during these years;CBA league matches consistently improved its match standard.The Brand awareness, image and loyalty all obtained a fixed market proportion.However,CBA goes slowly on the international markets,only U.S.and other small amount of countries acknowledged it.5.Five aspects to build up and to strengthen the CBA brand:to focus the market positioning:young and middle-aged consumers are the subjects of the market,college students are the potential markets;to build up CBA image internally and externally;to strgngthen the promotion of CBA, adjust the format,content and strategy of promotion;to explore marketing methods via advertisements,promotions and approaches in order to start,maintain and to develop the relationships of CBA and spectators; to improve risk precaution system,to build up crisis management warning system and crisis public relations strategies.