| （1.Department of Physical Education，Shaoyang University，Shaoyang 422000，China；2.School of Physical Education，Hubei University of Arts and Sciences，Xiangyang 441053，China；3.Kaisa Culture Group，Shengzhen 518000，China) Abstract: By analyzing and comparing the circumstances of application of basketball elements in the brand marketing of Nike, a world first-class sports brand, and Li Ning, a topnotch sports brand in China, the authors found that there were sig-nificant differences between the two enterprises in terms of basketball start endorsements selected, organization and games sponsored and basketball theme activities held, and that Li Ning’s marketing strategy choices failed to form a good brand effect. The authors suggested that in basketball start and activity element marketing, sports goods enterprises in China should build up their brands from a long-term perspective, dig deep into the brand values of stars, value the personalized design of products with a dominant basketball element, enhance the ability to turn star influence into a brand effect, select stable marketing strategies in basketball brand marketing activities, strengthen activity continuity and relevance, and form a sustainable brand effect.
Key words: sports economics；brand marketing；basketball element；basketball star；game sponsorship；sports goods enterprise |
