The development process of a brand image in school varsity:example for the HBL in the first semester of 2009 academic year

[[abstract]]In traditional physical education, in addition to physical education classes, schools also establish sports related associations and various school representative teams to exchange sports skills and competitions with other schools. The school representative teams can gain reputation of schools by competing all kinds of sports with different school; moreover, schools and representative teams connect with brands gradually. Since this is the high efficiency and administration generation, the trend of conducting diversification and marketization seems to be the major method in education. The physical education in schools and sports teams should also learn to develop brands and operated strategies to enhance the development of school features. This will attract more elite student to choose studying in the school and enhance teachers' identification toward schools; furthermore, it is have positive effect of recruiting students on school representative teams. Therefore, the main purpose of this research was to understood the development history of the first place to the third place in the HBL in the first semester of 2009 academic year .Through literature review, reference analysis, and interviews, this paper was focus on the development of current and history brands image, it also studies the pros and cons of brand image and provides suggestions about the development of school representative teams in the future. The result of the research found that the current development of the brand image of school representative team can be concluded as following. 1. The approaches to sell unique merchandizes are insufficient. 2. Unique merchandizes become complimentary. 3. The brands are unable to build the image of the teams. 4.the social resource. The major influences of the development of brand image are 1. different school spirits and history. 2. team leaders' opinions. 3. Equipments. The benefits of the development of brand image can be summed up by the points, which were mentioned above. 1. The scheme of sports marketing companies. 2. Get resources from politician 3. The support from schools. 4. The help of parents association and fan clubs. It can be concluded that the obstacle of development of brand image of school representative teams are 1. the short of funding and select staffs. 2. the characteristics of schools are diverse. 3 .the support of schools. 4. the attitude of parents associations. The future scheme of development of brand image of school representative teams can be focused on 1.accompanying with the plan of sport marketing companies.2. arranging the resource from representatives 3.promoting support and loyalty of schools 4.getting more resource from parents associations and fan clubs. 5. enhancing the management of players daily life. 6. trying to win more competitions 7. being active to train the skills of players and prolong players career life. 8. organizing professional staffs and funding in schools.