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To enhance the Li Ning brand value. Li Ning in technological innovation and international brands there is a great gap, which limits the enhancement of the overall value of the brand Li Ning. ② brand culture and improve the brand and cultural attributes. When the level of the brand rose to cultural property, the high imitation shoes wholesale, brand value can be really enhanced the core competitiveness of enterprises is more durable. ③ to consolidate the local market, explore the international market. Li Ning, while in the pursuit of international, should not undermine the importance of the domestic market and investment, only the domestic market stable, have international backing. In the high-end market, international brands have entered China, where Nike and Adidas in the sporting goods industry in the absolute leadership of its brand power,[link widoczny dla zalogowanych], product functionality and fashion, sports resources, product image, market promotion, are excellent Li Ning in the challenger position in the company. However, they are still used in China operate in mature markets in Europe and America, which affected the development process in China. Nike and Adidas, and expensive, the market mainly in the eastern region, and the development of underdeveloped areas in the Midwest slowly.
re-branding, also known brand means on the basis of the existing brand, from brand strategy to re-brand the height of research, re-evaluate and re-positioning, through brand innovation and,[link widoczny dla zalogowanych], ultimately, a brand of durable competitive process. Rebranding is a major enterprise to adapt to environmental changes and changes and to seek, maintain and enhance the competitiveness of enterprises in the inevitable choice. Famous brand asset management guru Kevin Keller believes that to rebuild the brand, often requires a lot of changes, such as changing the brand elements, re-positioning the brand, build more compelling point of difference that creates brand recognition, so that the brand more in line with modern trend,[link widoczny dla zalogowanych], more in line with the modern user's psychological, or a more modern brand's personality, to enter new markets and win new customers, and with a new form of marketing programs to improve the strength of brand association, reputation and unique. Firmly grasp the core of the customer. Li Ning,[link widoczny dla zalogowanych], the students identified as the core group of consumers to focus company resources, and strive to become the largest sponsor undergraduate sports, sports shoes agent.
international brand for the competitors. As early as 1999, Li Ning Company raised the \international image. Intensified competition in the sporting goods industry,[link widoczny dla zalogowanych], the brand's role in the competition will become more prominent. Li Ning Company from relying on gymnastics prince Li Ning started a small company started in the late 90 century the last century, the bottleneck encountered: performance slow growth or even negative growth in some years. To this end,[link widoczny dla zalogowanych], since 2000, began a series of Li Ning Company adjust its strategy to rebuild the brand's actions. Thus,[link widoczny dla zalogowanych], Li Ning to have today: the sporting goods industry leader.
branding strategy of Li Ning's successes and shortcomings in place, the future should pay attention to what the problem? Japan-based strategic master Ohmae's 3C strategy model, the implementation of our branding strategy before the company made a comprehensive analysis of Li Ning, Li Ning Company proposed rebranding strategy, rational thinking, and with the actual implementation of the brand Li Ning, the company re- plastic strategies were compared, the purpose is to summarize the company's rebranding process of gain and loss, are provided to implement the brand strategy of Li Ning, and other business information. New customer
In short, the increasingly powerful rivals high-end market, the low-end market,[link widoczny dla zalogowanych], new entrants and more and more significant changes in customer demand, and Li Ning, the problems inherent in the company itself, so that the company met to an unprecedented crisis, Li Ning, R & D shock absorption system, adjust the brand strategy, rebranding project implementation is imminent. Dislocation of the target customers. Positioning the company target customers are aged between 14 to 28 years old, student-based, medium-sized cities, like sports, fashion and international respect for fashion trends of consumers, but the actual purchase of the consumer is the age of 18 between the ages of 45, living in two cities, middle income, not heavy consumers of sports goods. Customer

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