2010中国十大管理实践之——品牌重塑（2010, Chinas ten major management practices - brand remodeling）.docVIP

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2010中国十大管理实践之——品牌重塑（2010, Chinas ten major management practices - brand remodeling）.doc

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2010中国十大管理实践之——品牌重塑（2010, Chinas ten major management practices - brand remodeling）

2010中国十大管理实践之——品牌重塑（2010, Chinas ten major management practices - brand remodeling） 2010, Chinas ten major management practices - brand remodeling Selected reasons: when the old brand in the target group no longer appeal, or target groups due to age, structure and other reasons offset, you need brand shaping. On behalf of practice: Lining used the old label of LN for 20 years to replace Lining cross action, the new Logo, and to interpret the sports value by man. In the 2006-07 market survey, the Lining brand found its consumer population concentrated at the age of 35-40. And sports products consumption is an important crowd, usually young consumers between the ages of 16-23. In the survey, Lining brand feedback is that consumers believe that the Lining brand in the cool, fashion, international sense and so on, but also can not compete with international brands. Faced with such an embarrassing situation, Li Ning Co had to decide to reshape its brand. Correct market dislocation Linings previous success, firmly grasp the confidence of the middle-aged and elderly layer of Lining products. Generally speaking, in the old layer on the brand of choice for more emotion and loyalty; the pursuit of young people, such as fresh, bright, singular, it is for a brand can stand in the fashion to the top of the test. Lining launched the seize the 80, please 90 slogan, began serious planning, how to attract young consumers eyeball. Although Lining is an old brand, the old brand is only a name in the sense of newborn baby. To really let young people feel the existence of the brand, or to use the information they can accept, depicting the idea of a brand, but also to make them feel a sense of the times full of ideas. Then, in July 2010, Lining changed the brand slogan everything is possible in the middle and old age crowd to MAKE THE CHANGE. Lining not only wants to China, but also wants to display her brand new image to the whole world. At the same time, Lining also used 20 years old