Research On The Brand Construction Of CBA 3X3 League

With the three-on-three basketball event officially becoming the 2020 Tokyo Olympics event,China has also witnessed a large number of three-on-three basketball events.In 2015,China’s three-on-three basketball league(CBA 3X3 League)emerged at the historic moment and officially became one of China’s first.Official events.However,with the increasing competition pressure in the sports event market,most of the three-on-three basketball events in China still remain at the event management and marketing level,and relatively few comprehensive planning and construction of the event brand is really done.In this context,only by building a comprehensive brand for the China Three-on-Three Basketball League can it stand out from the competition in many sports events,prompting consumers to turn their enthusiasm for the China Three-on-three Basketball League into lasting attention,and finally achieve Sustainability of events.Based on the basic theory of brand building and communication science,this article uses the methods of literature,field survey,and expert interviews,and combines the development status and characteristics of China’s three-on-three basketball leagues,focusing on brand identification,brand positioning,and brand core.Competitiveness and brand communication in four aspects.Research and analysis on the brand construction of China’s three-on-three basketball league,summarizes the shortcomings of the league in the brand building process,and proposes corresponding solutions to the relevant organizational management departments.Provide some reference and reference.The study concluded as follows:(1)The brand building of China’s three-on-three basketball league is a long-term and continuous development project.The brand identification system of this league is not clear,and the development of brand identification elements is incomplete.At present,only the event logo and the event name have been developed,and there is no development of the event slogan,the event mascot,the event theme song,the event licensed products,and the event commemorative products.(2)The brand positioning of China’s three-on-three basketball league is not clear,and it has not been able to find its own position from many three-on-three basketball tournaments.For example,the promotion of national fitness has a certain effect on the popularization of basketball in China,as well as the cultivation and selection of more outstanding three-ball basketball players in China.As far as the event itself is concerned,the brand positioning of the event is ambiguous and the target consumers are not clear.(3)The core competitive advantage of China’s three-on-three basketball league brand is not obvious.At present,the scale of the event is relatively high,but the personality characteristics of the event are not prominent compared with homogeneous events,and the core competition of the brand The advantages are not outstanding,resulting in the development goals of the event are not clear enough.(4)China’s three-to-three basketball league brand communication system is incomplete and fails to take full advantage of the organizer and the media.In the communication media,it has not fully taken advantage of the core traditional media TV media,and has not fully taken advantage of the auxiliary role of communication channels such as live video websites,social media and online self-media to carry out a series of brand communication activities.In terms of event brand spokespersons,the failure to select a suitable spokesperson for endorsement activities has led to a lower exposure rate for event brands.