China Sportswear Brand Building Status Quo And Countermeasures Research

It's significant for domestic sportswear enterprises to establish brand,because it's in respect to the existence and development of enterprises. Thepaper elaborates the concept of Brand and sums up the difference betweenProducts, Trademark, famous Brand and Brand. According to thequestionnaire about sportswear brand, the author finds Chinese people knowmore international famous brands than internal brands. Through visitingsome company and collecting the information about sportswear, the authorfinds a lot of domestic sportswear enterprises haven't realized the importanceof brand building.Domestic sportswear enterprises get more chance from two things,which are China became the member of WTO and Beijing will host Olympicin 2008. But domestic sportswear enterprises also must face the challengefrom international brand entering the domestic market and leisure suitextending to sportswear field. That means it's imperative for Chinesesportswear enterprises to establish brand. Though domestic sportswearenterprises have made progress with quality, marketing and so on, they aren'tgood enough at the brand awareness, the consciousness of brand building,brand orientation and promotion. As to this, the paper provides thecountermeasure, which solves the problem about brand building of domesticsportswear, the countermeasure as follows: 1, Establish the consciousness ofbrand building and understand brand and brand building correctly; 2,Ascertain the brand orientation; 3, Pay attention to design and protect brand;4, Do well in popularizing brand; 5, Check brand strategy periodically andbe careful to extend brand; 6, The society should support domesticsportswear enterprises to establish brand.