Based On The Umbro Brand Marketing And Management Of A Company

With the development of social and public enthusiasm for the sports brand,“sports brand promotion”as a marketing and brand image strategy by many companies. Sports activity as a vehicle of the sports brand promotion, it is by sports sponsorship, inviting sports spokesman, advertising and other ways to promote a product and brand marketing activities. Sports brand promotion reflect the content into the enterprise products and services in the sports culture, they realize that achieve the integration between the sports culture, products culture and corporate cultures. In order to be recognized by consumers, they strive achieve a competitive advantage in the intense marketing competition.Every sports brand has its own characteristics, every sports brand on the market is unique at different times, and every promotion of a sports brand planning program has its own innovation. In the way so as to make the sports brand in the stand so fierce competitive market place. Therefore, UMBRO as a sports brand, it has a series of features in the marketing process, the scientific planning of a marketing program, which the real estate industry to promote the development of great significance.This article is based on Company A sports brand UMBRO agent research, the use of modern marketing theory through relevant brand management and marketing theory in order, using the STP method on market segmentation, selection and positioning, from the product, marketing, service, channel four aspects of marketing strategy, UMBRO brand proposed comprehensive marketing and management strategies.