Abstract: This article takes the brand image of sports goods as the research subject to explore through the methods of literature, expert interviews, case analysis, induction and deduction the theoretical model of brand image analysis and evaluation and its application to the brand images of typical sports goods. The results show that: (1) the essence of branding is to create an excellent brand image in the consumer-centered brand network. (2) brand image consists of brand culture, brand product, brand communication and brand evaluation, and they further consist of 12 elements, i.e (founder, name, logo, concept), (new materials, new technologies,new designs), (advertising, sponsorship, public relations), and (customers, markets). (3)There are significant differences between domestic sports goods and international sports goods in brand image, which are reflected in two aspects: inadequate brand supports and weak supporting point. Based on the theoretical model of brand image analysis and evaluation, this paper compares the brand images of Lining and Anta and those of Nike and Adidas, trying to explore the reason behind the differences in brand image formation, .it is hoped that this current study can provide a theoretical reference for the promotion of China's sports goods brand image.

Key words: sports goods brand image, analysis and evaluation, theoretical model, application research