Research On The Optimization Of WTT Grand Slam From The Perspective Of Brand Recognition

The International Table Tennis Federation established the World Table Tennis Professional League(WTT)in 2019,aiming to help the International Table Tennis Federation transform and upgrade the world table tennis competition system and business system,and expand the commercial value and influence of table tennis.In 2020,WTT will carry out a landmark reform of the world table tennis events,create the highest level professional event-the WTT Grand Slam,and make it the top event in the table tennis world together with the Olympic Games and the World Championships.At present,the market-oriented operation of sports events has become an irreversible trend,and the brand marketing around sports events has become increasingly fierce,while the brand development of table tennis events is relatively slow,and the event lacks market competitiveness.As an emerging event vigorously developed by the International Table Tennis Federation,the WTT Grand Slam has been recognized by the majority of fans in terms of professional reform,but the event is currently in its infancy,There is still room for improvement and optimization in brand building.This paper takes the brand construction of WTT Grand Slam events from the perspective of brand identification as the research object,and uses the methods of literature,expert interviews,case analysis and logical analysis to study the status quo of brand identification of WTT Grand Slam events,find the advantages and disadvantages of WTT Grand Slam events in brand culture,brand identification and product quality,and finally put forward optimization strategies,It provides theoretical and practical reference for the brand construction and long-term development of WTT Grand Slam.The following conclusions can be drawn from the research: 1)From the perspective of event brand identification,WTT Grand Slam events have begun to take shape in terms of the interests of players and fans,the professionalism and professionalism of the event,as well as modern brand identification and innovative event product design.2)In the current brand identification of WTT Grand Slam,there is a lack of sound material,spiritual and institutional cultural construction,leading to the event’s commercial culture has not yet formed;The lack of clear and clear brand logo affects the accurate transmission of the brand connotation of the event;The lack of personalized competition product design leads to the lack of competition brand core competitiveness.3)The formation of the brand culture of the Australian Open is benefited from the meticulous,refined and comprehensive development strategy established by the Australian Open organization around the clear brand core value and event positioning;On the basis of meeting the connotation of the event,the brand logo of the Australian Open has been continuously modernized to meet the commercialization needs of the event;The competitive competition product design of the Australian Open drives the sustainable development of the Australian Open brand.4)The brand identification of WTT Grand Slam can be optimized from three aspects: culture,logo and product quality of the event.In the process of brand culture formation,the construction of relevant material,spiritual and institutional culture should be strengthened to ensure that the core value of the event brand is integrated into the event;The brand logo should strengthen the connotation of the event from both visual and auditory aspects;Further create innovative competition products and improve the core competitiveness of competition brands.