| As the top sports league in China,CBA has become one of the most commercialized professional sport leagues in China,which means that the brand image will plays an important role in CBA’s development in the future.However,the COVID-19 suddenly disrupted CBA’s brand development plan.Based on the background of the COVID-19 epidemic that swept the world,CBA’s branding plan has faced unprecedented challenges.This paper uses both quantitative and qualitative research methods through distributing questionnaire and interview as main research methods,selecting CBA brand cognition person as sample.Meanwhile,this paper based on comprehensive brand element theory to analyze the Brand Influencing Factors of CBA under the background of the COVID-19 epidemic that swept the world from the basic factors,the core factors,the extension factors,the communication factors,and personality factors those five brand influencing factors,the secondary elements include brand development elements,product itself,brand efficacy elements,brand behavior elements,etc.In addition,this paper also research the brand performance of other domestic and foreign sports events in the pandemic,which found that CBA brand appears problems in the background of epidemic spread worldwide,such as poor event performance,huge operating pressure,normal social responsibility performance,rely on online communication,and vague brand positioning,however,compared with other sports events,CBA actively took brand remediation measures,and show better brand performance than other sport events in pandemic.With the improved situation of covid-19 in the future,the brand influence factors of the CBA League need to adjust to promote the development of CBA,such as optimizing the brand operation,broadening the communication channels,maintaining social responsibility performance,improving event performance and clarifying the brand cultural positioning. |
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