A Study On The Optimization Strategy Of Branding Chengdu Marathon

With the development of the country’s economy and culture and the rising living standards of the people,As the country’s economy and culture develop and people’s living standards continue to rise,the marathon,as an event that combines the unique competitive nature of sport with the masses,has become a hot topic in the sporting world.The number of marathons has been increasing in recent years and the competition between marathons has been intensifying,with the unique characteristics and inclusiveness of marathons attracting the masses to participate.Urban marathons,with their courses set on roads with landmarks,are not only effective in enhancing the influence of cities and promoting their economic development,but also have a significant role in strengthening urban cohesion and enriching their cultural connotations.This study uses literature,expert interviews,questionnaire surveys,mathematical statistics and case studies to analyse the brand positioning,brand identity,brand promotion and brand maintenance of the Chengdu Marathon.However,the branding of the Chengdu Marathon is still in the development stage.The problems found in the branding of the Chengdu Marathon are: the brand positioning is not clear enough;the quality and service level of the event still need to be improved;the brand image is inadequate and the brand logo is slightly thin;the brand promotion is not strong enough;the title sponsor of the event changes frequently and the economic benefits need to be improved.The internal and external factors influencing the branding of the Chengdu Marathon include insufficient top-level design and macro-control,insufficient integration of the Chengdu Marathon with the city’s culture,and insufficient internationalisation of the participants in the Chengdu Marathon;internal factors such as the need for innovation in the operation mode of the event,the lack of professional talents in the branding of the event,and the need to improve the quality of the event brand.Drawing on the experience of the Boston Marathon,the following lessons were learned: to set entry thresholds and improve the quality of the event;to integrate the brand identity of the event into its connotation and the characteristics of the city;to obtain long-term cooperation with event sponsors to help each other;and to handle crises in a timely manner to maintain the relationship between participants and the event.Based on the current situation,problems and factors affecting the branding of the Chengdu Marathon,and drawing on the successful experience of outstanding events,the following strategies are proposed to optimise the branding of the Chengdu Marathon: firstly,to clarify the brand positioning of the event and create the brand characteristics of the event;secondly,to improve the quality of the event and enhance the service level of the event;thirdly,to improve the brand logo and mark and shape a clear brand image;fourthly,to attach importance to media publicity and invite celebrities to participate in the event;fifthly,to consolidate the cooperation with sponsors.Fifth,consolidate the sponsorship relationship to improve the economic benefits;Sixth,strengthen the awareness of event branding and learn from the branding experience of outstanding events.