A Study on Brand-Building Strategies for Guizhou “Village BA” Based on SWOT Analysis

贵州“村BA”作为乡村振兴背景下地方文化与体育产业融合的典型代表，近年来凭借其独特的文化氛围和广泛的群众参与度迅速走红。本文以品牌塑造理论为指导，本文运用SWOT分析模型，深入剖析贵州“村BA”在品牌塑造中的优势、劣势、机会与威胁，并结合Aaker品牌价值模型和Keller的CBBE金字塔理论，提出品牌塑造路径，以及引进与培养专业人才、优化品牌传播策略及推动品牌国际化发展的具体对策。旨在为贵州“村BA”的品牌塑造提供理论参考和实践路径，助力其在乡村振兴与地方文化传承中发挥更大作用。As a representative case of integrating local culture with sports industry under the context of rural revitalization, Guizhou’s “Village BA” (officially named the “Beautiful Countryside” Basketball League) has rapidly gained nationwide popularity in recent years due to its unique cultural atmosphere and extensive grassroots participation. Guided by brand-building theories, this paper employs the SWOT analysis model to systematically examine the Strengths, Weaknesses, Opportunities, and Threats in the brand development of “Village BA”. Furthermore, integrating Aaker’s Brand Equity Model and Keller’s Customer-Based Brand Equity (CBBE) Pyramid Theory, it proposes actionable pathways for brand positioning, alongside specific strategies such as introducing professional talents, optimizing communication strategies, and advancing brand internationalization. The study aims to provide theoretical and practical references for enhancing the brand value of “Village BA”, thereby amplifying its role in rural revitalization and cultural heritage preservation.