Study On The Differences Between Brand Positioning And Consumers' Perception Of Sport Brands

Brand positioning is the essential product as the competition of market develops. Many professors and experts did researching on it systematically since 1960s. After nearly 50 years'evolution and construct, brand positioning becomes the hot point for most enterprises and companies all over the world. Taking sports brands in China's marketing as example, foreign-invested brands such as Adidas, Nike and Puma, who have realized the potential of China's markets and resources, paying more attentions on brand positioning. The civil brands such as LiNing, Anta, 361 degree took the challenge from foreign brands. LiNing opened the access towards international market.Thanks to markets homogenization and fierce competition, successful brand positioning turn to be more important for companies and enterprises. It is the guarantee that ensure implementation of marketing strategy and maximize profit feedback. On one hand, the companies have to looking for emptiness and differences in market in order to get the share. On the other hand, they must establish the positioning system by catering to target consumers.This thesis made an assumption based on the above theories that brand positioning strategy effects consumers'evaluations upon brands, including their perceptions on brand images and satisfaction with brand performances, also to their consuming behavior. The writer concluded and summed up previous researches, making up a series of sports brand positioning strategy theories corresponding with the characteristics of sports brand marketing situations. Did grounded researches of Adidas, Nike, Converse, LiNing and Kappa, then testified the hypothesis and found out the outstanding points of each brands. Finally advices on brands positioning of civil brands will be put forward.