| （Department of Physical Education，Nangjing College of Railway Technology，Nanjing 210031，China） Abstract: Basing his research subject on four soccer clubs in France, the author systematically expatiated on their brand strategies designs and specific strategies and ways for operation. The author expatiated on that establishing a powerful brand with a great history is an important precondition for the healthy growth and commercialized opera-tion of a sports club, while internal and external catalysis factors should be considered in a combined way before implementing brand strategies, so as to lessen adverse influences in the process of brand establishment. The author thought that the operating mode represented by the French Soccer League had a decisive effect on the clubs and their brand development potentials; moreover, in building a brand coexisting with fans, a sports club should also consider how it is going to affect the player’s performance on the field.
Key words: sport management；professional sports；sports club marketization；brand strategy；France faotball club |
