(1.Sun Yat-sen Memorial Secondary School in Zhongshan，Zhongshan 528454，China
2.Department of Physical Education，Guangdong Pharmaceutical University，Guangzhou 510006，China)
Abstract: The South Guangdong Ancient Road Orienteering Competition has shown the characteristics of public welfare, crowd gathering, experience, universality, sustainability and culture in the past five years. There are the following problems: brand building targets need to be detailed, brand management needs to be strengthened, brand awareness needs to be raised, brand image promotion is lack, and brand feature is not concise enough. This paper has put forward some measures, such as taking the road of branding development, clarifying the direction of the
event brand construction, shaping the event image, and excavating the contacting points of the event brand.
Keywords: sports events；orienteering；South Guangdong Ancient Road Orienteering Competition；brand building；experience economy