隨著路跑產業的興盛，路跑賽事永續經營成為重要議題，而品牌管理是賽事籌辦單位思考的重要議題之一，本文透過品牌發展架構說明及其在運動賽事運用，接著以高雄國際馬拉松為案例探討其品牌發展過程。高雄國際馬拉松的品牌核心是由核心成員連結城市觀光，在視覺及理念識別的制定融入城市行銷的元素，包括城市重要地標及市民友善作為，而視覺識別系統的應用注入在賽事文宣活動，理念識別系統的落實則多透過口語傳播及媒體公關活動，值得一提的是與在地團體的積極溝通有助於爭取其對於賽事的支持並展現友善跑者的態度，對於落實賽事理念有極大助益。本文亦提出實務操作與學術議題之建議作為後續參考。

Marathon mania led to the expansion of the running business. Many race organizers had to deal with the sustainability of running races. Brand management was viewed as a decisive act for many race organizers. Therefore, the purpose of this paper was to illustrate the concept of branding and its application in the sport event industry. Kaohsiung International Marathon was selected as a case study. Kaohsiung International Marathon founders decided that this event should emphasize the value of destination marketing and were strongly associated with city tourism in the aspect of branding. Essential metropolitan symbolic elements, including city landmark and friendly atmosphere, were fully reflected while developing the visual and mind identity system. The application of visual identity system was thoroughly implemented in promotional campaign. The event slogan, the element of mind system, was presented through various oral communication and media relations activities. More importantly, many local organizations act as advocators for this marathon after the event organizer dedicated numerous efforts in communicating with them. Such a devotion indeed led to support the original belief of this city-based marathon. This paper also provided practical as well as academic recommendations for further use.