초록
"Were able to approach a lot of consumers regardless of race, language, and culture, sports are getting the footlights. Sport architecture, such as baseball ballpark and Olympics stadium, is gradually seen as a commercial symbol. In the last 150 years, the MLB-American pro baseball- ballparks have changed significantly, and have established characteristic identity. Most of the wooden-bench original stadiums are gone, bulldozed to make way for huge, multi-seat emporiums for the modern successful baseball team. In order to promote an effect of various marketing communications like enhancement of name value and brand equity, confidence of pans and a loyalty, and revenue expansion. Therefore, the MLB ballparks where the consumers come directly is a special place to express the identity. In this study, it analyzed the brand identity of MLB and presented how it would be more efficient. "
