A Grounded Research On Sports Brand From The Perspective Of Archetype Theory

This paper selects representative sports brand at home and abroad: Nike(abroad), Li-ning and Anta(domestic) as the research object, taking an exploratory approach and using the method of grounded theory, combined with the method of content analysis, in-depth interviews. Brand data were subjected to three level coding. key concept and relationship were finally incorporate into a brand – archetype pyramid model which can(1) direct brand audit from archetypal perspective;(2) points out a direction for archetype-based brand strategy planning(brand identity, brand communication, brand belief) and brand creation. Next, apply this model into this three sports brand compared audit at every levels to gain a deeper recognition of their marketing problems from the archetypal perspective,thus providing some countermeasures and suggestions for the deficiency of domestic sports brands in brand archetype practice. Finally, the paper discussed the significance of this research in terms of theory and management, and the future research direction.