Research On The Brand Construction Of CBA League

Basketball has a large mass base in China.Since the CBA professional league was established more than 20 years ago,it has been gradually maturing and improving under the social attention and support.The brand value of the CBA league has also gradually improved.Since the Third Plenary Session of the 18 th CPC Central Committee,various mechanisms and system reforms have been carried out in various fields in China.In the same way,many relevant policies have been introduced in the field of sports to promote the continuous deepening of reform.In this environment,how to improve the brand value of CBA league with the help of the spring breeze of reform is a question worth thinking about.Combined with the overall development and problems of the CBA league under the current comprehensive reform in China,this paper studies the building and branding of the brand image of the CBA league,so as to enhance the brand value of the CBA league and promote the development of basketball.In this paper,the integrated use of literature review,case analysis,expert interview method,mathematical statistics methods such as focus on the CBA league brand problems the research object,analyzes its development situation and the development of the brand of the advantages and disadvantages,opportunities and threats,mainly combined with the NBA development league experience revelation and the problems existing in the CBA league brand,Targeted put forward the CBA league brand construction program.The research aims to analyze the basic situation of the branding construction of the CBA league in the new era and explore the branding construction ideas,so as to promote the branding process of the CBA consecutive league and enhance the influence of the Chinese Men’s Basketball League at home and abroad.The research is helpful to accelerate the implementation of CBA brand development strategy and further optimize the CBA brand image.The branding construction of CBA league also helps to enhance the market influence of the competition,promote the growth of the commercial value of the competition,drive sports consumption,promote comprehensive fitness,improve the physical quality of the audience,and accelerate the construction of a sports power.The study came to the following conclusions:1.The brand building of CBA league can absorb the brand image building of star players in NBA league;Strengthen the appreciation of the league,highlight the uniqueness of the league;To meet the needs of the audience,enhance the interaction between fans and other experiences.2.There are some problems in the brand construction of CBA league,such as unclear positioning,narrow scope of influence,lack of cultural construction and low value development.3.The brand positioning of the CBA league should start from the perspectives of customer and product positioning,so as to fit the goal of the sports league with the most social influence.4.CBA brand design should fit the image of youth,cultural confidence and practicing public welfare,and highlight local characteristics.5.The brand communication channels of the CBA league are different before,during and after the match,and the fan groups are different.The brand communication can focus on young people and take social contact,video and forum as the main channels.Combined with the development of the CBA league,the league should analyze the characteristics of different audiences with big data in the brand construction,fully position the brand from the aspects of culture,emotion,comparison,image and differentiation,establish brand awareness,and serve the fans.At the same time,we should make full use of the new media represented by social communication,information,video and forum to carry out a variety of online participation channels and interactive forms on the new media platform,enhance the brand awareness and influence of the CBA League,deeply develop the brand value,cultivate the brand culture,and promote the overall branding construction of the CBA League.