Comparative Study On NBA And CBA Brand Construction

Since its establishment,the American Professional Basketball League has developed into one of the most influential sports leagues in the world.It has the highest position in the world basketball.The success of NBA can not be separated from its unique marketing strategies,such as publicizing NBA brand,enhance the quality of the game,expanding the market,and making the international influence become greater.With the continuous growth of world economic level,sports events are also developing rapidly.Basketball games,as one of the most important competitions in the sports field,are gradually closely linked with the economy.Having advanced marketing strategies will bring huge profits to sports events.China Professional Basketball League was founded in 1995,24 years later,CBA not only did not expand the overseas market,but also the domestic market was divided by NBA.From the perspective of marketing,CBA still has some shortcomings in marketing strategy and market development,such as inadequate management,inadequate use of media to promote its brand,inadequate market development and so on.Through data collection and analysis,this paper makes a comparative analysis of brand building between NBA and CBA by using literature,historical research,case analysis and comparative analysis,and studies brand strategies of NBA and CBA from three aspects: brand positioning,brand communication and brand marketing.Through research,we found and summarized the reasons for the success of the NBA brand building strategy and the shortcomings in the CBA brand building strategy,such as the imperfect management system,the low quality of the game,the weak star effect,and insufficient propaganda.Drawing on NBA's advanced marketing strategy and brand management experience,it is concluded that CBA has insufficient brand personality compared with NBA.CBA brand positioning is vague.The image of the CBA League is not good,the league's popularity,reputation and audience loyalty are far less than the NBA.Compared with the NBA,China's CBA brand communication strategy is lacking.