Research On Brand Management Of AB Sports Goods Company

In recent years,with the rapid development of China's sports economy,various large-scale sports events have been held one after another,speeding up the development process of the sports industry.Many well-known international brands have entered China's sporting goods market and launched fierce competition with local brands.Because the development of sporting goods brand in China is relatively late compared with foreign countries,it has not formed its own brand advantage,leading to weak competitiveness.Therefore,how to carry out brand management,enhance brand competitiveness and promote brand sustainable development has become an important problem for local sporting goods enterprises in China.In this paper,AB sporting goods company as the object,brand management research.First of all,this paper introduces and analyzes the current situation of brand management of AB company,mainly from the four aspects of positioning,shaping,communication and maintenance.Through literature research,comparative analysis and expert interviews,it is found that the company has the following problems in the process of brand management: the brand differentiation positioning is not prominent,the brand building is not clear,the brand communication effect is not good,and the brand crisis awareness is not strong.Secondly,this paper analyzes the market environment of AB company's brand management,starting from the political environment,economic environment,social environment,technical environment,consumer behavior and competitive brand,so as to comprehensively and objectively understand the market environment of AB company's brand management to a great extent,and provide better basis and support for the optimization of brand management.Then according to the analysis of the status quo and problems,put forward the company's brand management optimization strategy,namely the implementation of differentiated brand positioning,clear brand building,improve the effect of brand communication and the implementation of positive brand crisis management.Finally,the organization adjustment,capital guarantee and incentive measures are strengthened to ensure the smooth implementation of AB company's brand management optimization.