“…(1) in the low-end market, the bargaining power of is low (2) Strong supply chain integration ability and R&D ability make the product cost lower and the quality better (2) core competencies to be cultivated and developed (3) perfect production and sales system: with integrated construction from product design, production to terminal sales (3) e brand lacks overall planning, and the brand awareness, loyalty, and reputation need to be further improved Table 3 shows the weights of all factors at the three levels. Among them, among the secondary factors, the product dimension X1 has the largest weight, which is 0.4586, indicating that the product has the greatest impact on the brand image of the A sports brand; e second is the dimension of publicity image, and the dimension of the enterprise-customer relationship, with weights of 0.2411 and 0.1295, respectively; compared with the other five dimensions, the symbol dimension is the smallest at 0.0291, indicating that the impact of symbols on the brand image of A sports brand is relatively small [15]. For the third-level factor, in the product dimension, the weight of product quality X11 is the highest, which is 0.4121, followed by the price of the product; in the enterprise dimension, the position of the enterprise in the market contributes the most to it, with a contribution rate of 0.5183, followed by the reliability of the enterprise's products and the stability of the enterprise's product quality; in terms of service image, the largest weight of store environment is 0.3579, followed by the convenience of purchasing products and the location of the store; in the dimension of publicity image, the impression of advertisement has the largest weight, which is 0.5242, followed by membership card, VIP card system and advertising image spokesperson; in the dimension of enterprise-customer relationship, the largest contribution rate is 0.4937, followed by the role of the brand in life; in the dimension of brand symbol, the contribution rate is the brand name, brand packaging and brand logo [16].…”