Brand Building for Small-Scale Sport Event : The Process of Brand Building for Chinese Sports Event

Abstract

The primary purpose of this study is to explore the brand-building process for small-scale sports events. Small-scale sports event branding is analyzed using semi-structured interviews, questionnaires, and expert evaluation. The results show that Keller's brand resonance theory has important implications for the brand-building of small-scale sports events. Event awareness, positioning, image, participant feelings, participant judgment, and resonance can affect the brand-building of small-scale sports events. Therefore, this study proposes that the brand-building of small-scale sports events should first strengthen consumers' knowledge and specific understanding of events through event positioning and awareness. Then, according to the consumer's experience, establish the activity image in the consumer's mind. Ultimately, emotional and rational feedback will resonate with the event and gain brand effect. This study provides a strategic basis for sports event development for sports event managers from the brand management perspective. Based on the event's resonance, managers can understand at which stage their consumers exist in the event's resonance, which is crucial to developing the event brand. Finally, suggestions are provided for future research to provide a more comprehensive understanding of small-scale sports event branding.

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