Improving Competitive Advantage of Chinese Sports Brand through Brand Management

Along with the advance of domestic sports undertakings, China’s sports goods industry has shown great potential for development. This paper analyses the present situation of sports brand mar-keting in China. The result shows that in the process of sport marketing, domestic sports brands have acquired some certain achievements. But at the same time, many serious problems are be-ginning to emerge. They are as follows: a vague positioning, the lack of long-term planning, irra-tional development model, and insufficient marketing methods. In order to enhance the market competitiveness of the domestic sports brand, there is an urgent need to implement brand man-agement. Attention should be focused on nailing down brand positioning, setting up the brand characteristics, and cultivating brand