China
All-China Games need to strengthen brand building
(Xinhua)
Updated: 2010-05-19 16:33
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HEFEI - Organizers of the All-China Games, an event for non-Olympic sports, should learn from the Olmpic Games in its brand building, an expert said.
The All-China Games, one of China's two major sporting events along with the National Games, was launched in 2000 and held every four years.
"The All-China Games lacks professional brand management and the organizers failed to promote its brand around the country," said Liu Qingzao, a professor at the Shanghai Sports Institute.
"In the background of fierce market competition, a sports event has to present its unique brand value to the consumer. Sports events cannot maintain healthy development without the market support," he added.
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"The Olympics has its own motto - Citius, Altius and Fortius, which distinguishes its brand from other sports events," he said.
"Possessing such an attractive and clear identification does not ensure success, the next step is to invest and protect the brand in a proper and professional way."
Compared to other sports competitions which highlight contention for the championship, the All-China Games underlines mass participation.
"The All-China Games is dubbed a national fitness program, therefore the event could also develop a unique brand in the field of national fitness," said Liu.
