Research on the Promotion of Brand Value of Commercial Sports Brands Based on Marketing System -Take Under Armour as an Example

Abstract

The brand is the most valuable intangible asset of enterprises, and a prestigious brand will win a broader space for development. With the development of society, enterprises pay more and more attention to the influence of brand value, strengthen the construction of soft power, and seek a variety of ways or professional institutions to value, add value, and endorse the brand. In the field of sports, sports brands have become an essential condition and driving force for the development of the cultural industry. In the case that the public's pursuit of sports brands has become an average psychological demand, the premium role of brands has become increasingly apparent. How to enhance brand value has become an essential topic of enterprise publicity work exploration and research. The article will take the Under Armour brand as an example through the analysis of the current sports business brand in the market, Under Armour brand, product, marketing strategy, market positioning, and data analysis of five levels, and put forward how to strengthen the brand concept, strengthen brand awareness, firmly grasp the consumer market and other methods to enhance Under Armour brand value.