This paper, regarding the event brand as the object of study, and taking ＂Tour of China＂ as individual case, makes analysis on sports brand development theory and practice by using the method of literature review, expert interviews, comparison and field survey. The re- suits show that modern sports brand development should build brand identity first; secondly, forms a clear event brand image, gets customer approved by the brand marketing;then, differ- ent interest groups need to build effective brand organization to manage. Based on the const...
