Abstract
Brand competition is ultimately the competition of culture, and the cultivation of product culture brand is an important link to enhance product value and build a strong brand. The cultivation of sports product culture brand is a process of packaging and reflecting the external value of sports goods produced by sports goods enterprises. It can be cultivated through various means such as media advertising, spokesperson publicity, sponsorship of sports events, organizing brand activities and so on. Through the cultivation of product culture brands, consumers will have a more intuitive understanding of the performance, intrinsic value and spiritual concept of sports products. The ultimate purpose of the cultivation of the sports product culture brand is to build the sports goods culture brand. The cultivation of sports product cultural brand needs to pay attention to the integration of intrinsic value, the sublimation of spiritual concept, the publicity of cultural value and the final building of cultural brand.
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