Marketing Case- remodeling Li Ning.doc

 PAGE \* MERGEFORMAT 21 Marketing Case: remodeling Li Ning In the event of the growth limit of the Li Ning, the company has begun to activate an aging brand, to make their brand into a highly-perceived value of promise: it provides no means alone in sporting goods, but a quality of life and life realm. Reshape the brand Li Ning remarkable series of moves, but to effectively activate an aging brand, there are too many problems to be solved Articles Yanfei a special correspondent of the original ordinary boys and girls appeared in the very common roads, bridges, open space, rooftops, alleys, no professional sports venues, no audience, no applause, they are running, playing soccer, playing basketball, playing badminton ... ... ... ... all the ordinary-looking clothes they were wearing Li Ning in his eyes, showing inside the endless focus on sports and intoxicated -- - They seem to have forgotten everything around. Small courtyard Liang Zhao clothes, they stood on both sides to play tennis; alley gates in a white circle on the draw, it becomes a vote blue plate; room, a child in order to cast a standard action just blue neatly closed light button ... ... Finally, the voiceover sounds: “As long as you want, anything is possible.” This is Li Ning’s new ad film is the scene. Ads during the World Cup into play, as long as one minute. Li Ning, a company’s advertising has always been concerned about the practitioner, said: “The ad with the past, Li Ning, a completely different style of advertising, people refreshing. Certainly there receive adequate guidance.” Successful advertising can be called the “significance of the rapid injection” - used to create elaborate scenes, in the shortest time will be communicated to the meaning of the richest audience. Once for Nokia, Procter amp; Gamble, Microsoft, SAS and other companies advertising planning done Thomas Gade (Thomas Gad) that a successful brand should have four dimensions: functional useful