Brand Management Of Chinese Basketball League

With the fierce marketing competitions of this era, increasing numbers of companies have realized the imperativeness of establishing and managing their own brand, which have constituted the fundamental parts of modern companies'marketing strategies. As for Chinese Basketball Professional League (abbreviated as CBA) to which the professionally-oriented reform has been applied since 2005, it has been increasingly enjoying public attention and the fans' enthusiasm. While, a fact should by no means be ignored that CBA league is still at its brand development's primary stage and CBA league's brand advantages are still uncompetitive. Hence, to reinforce CBA league's brand establishment and enlarge its influence among the consumers, it is high time the CBA league's brand static contents were accurately explored and a series of brand management dynamic procedures were analyzed, which exactly consist the very contents of CBA league's brand management.With the help of documentary data, expert interviews, questionnaires, statistics and logical analysis, some conclusions and suggestions have been made as follows.The essence of CBA brand is recommended with the following choices, such as "enterprising", "improvement", "growth", "promotion", the identification of which can be embodied at four aspects:game intensity, star charm, player skills and the healthy development of CBA marketing. While, the extended identity of CBA brand value is apparently recognized by its distinctive Chinese characteristies, exclusive Polaris program and increasingly extending internationalization.Large amount of statistic data has revealed CBA league's brand is positioned as "high cost effective on site sports experience" and specifically speaking, that is "an outstanding live sports atmosphere and long-term good spirit enjoyment for those with low or middle income hut great passion for basketball games". In addition, CBA league's brand symbols refer to those practically sensed by consumers, including brand name, brand identity, brand slogan and brand music. In a word, CBA league's brand identity, brand positioning and brand symbols together constitute the static contents of CBA league's brand.CBA league, for the audience, is typically immediate-experience featured and each of its game transmits a comprehensive experience, including sensory experience, emotional experience and achievements experience. CBA league's brand integrated communication mainly consists of internal communication and external communication, the former of which objects for the internal staff within clubs while the latter of which targets the consumers (the audience). Besides, the external communication can also be divided into the on-site transmission and the off-site transmission.CBA league's brand promotion is suggested to be undertaken from such aspects as brand enhancement, brand business development and brand internationalization. The brand enhancement can be realized by the improvement of product qualification, the perfection of audiences'experience media and enforcement of brand communication. Also, brand licensing and sponsorship system not only provide necessary financial support for the development of CBA league but also help make CBA league's brand image more completed. In the long run, the internationalization of CBA league's brand is both an irresistible tendency of today's globalized economy and an excellent strategy to promote CBA league's brand.CBA league's brand protection covers two aspects, one of which is the protection against various crises arising from league itself, the other of which is the protection against brand infringement. Looking back upon CBA league's development, is it easy to find the influence of the former crisis destructs more and the reason for it is the unsound professional system. In summary, the CBA league's brand communication, promotion and protection which have been analyzed above consist the very dynamic procedures of CBA league's brand management.