Abstract: The exploration of sports product brand cognition niche from the perspective of consumer's cognition contributes to recognizing the key issues of brand development strategies and providing evidence for brand promotion in management practice. Using the methods of literature analysis, Delphi Method and fuzzy mathematics, and applying the theory of brand ecology, this paper constructs key indicator system of brand niche from the perspective of consumer's cognition, identifies the importance of every indicator in the system, and establishes a fuzzy mathematics evaluation model. The paper makes a case study of ANTA and NIKE, finding that there is no big gap in the indicators of "spokesman identity" and "personalized matching". between the two brands. The brand building of ANTA should focus on quality promotion, visual fashion, function innovation and image identity so as to narrow down its gap with NIKE. These findings extend the theoretical research of sports products brand ecology and provide new perspective and evidence for the management to evaluate the competitive situation of brand niche and develop key marketing strategies.

Key words: sports product brands, brand cognition, brand niche, fuzzy comprehensive evaluation