Research on the Strategies of Improving Colleges and Universities Brand Relying on the Sports Culture

With the methods of literature material and logic analysis, this paper expounds the connotation and structure level of sports culture and colleges and universities brand. It concludes that there is a strong interaction relationship between sports culture and colleges and universities brand recognition and that sports culture has special advantage in colleges and universities brand formation. It puts forward strategies to the construct characteristics of sports culture to build colleges and universities brand, which aims to improve and perfect the system of the colleges and universities sports culture, at the same time, to strengthen the university's reputation and increase the brand awareness of the campus.