Thinking on Exploring China's International Sports Brands from the Perspective of Consumers

Brands establishment and management from the perspective of consumers are hot at issue in the domain of marketing management nowadays.Based on documentary and comparative method,we point out the major challenges in creating internationally influential sports brands,including cultural differences between consumers,lack of international marketing resources which normally exert potential influences on consumers.Meanwhile,international standardization to forge brands influences and image perception among consumers is developed far behind in China.Consequently,we,having analyzed the reasons behind,put out relevant strategies to explore international sports brands,which are to refine the core value of brands to locate different customers,to regulate identification system of the core value and extension of brands,to improve brands construction,to extend brands rationally and accumulate affluent brands assets from customers.