Report Lining new brand strategy(李宁新品牌战略报告)：总结 计划 汇报 设计 可编辑.doc

Abstract This report analyses the new brand strategy launched by LiNing Company in June 2010.The purpose of this report is to provide a direction of LiNing Company with the information through assessing the effectiveness of the new brand campaign. The results of the new brand strategy will be show after analysis .And the recommendation will be made to help establishing a new image of the company based on the assessment and analysis. Executive summary The report examines the market reaction to the new brand strategy of Li-Ning Company. The purpose of this report is to provide the board of directors with information necessary for assessing the effectiveness of the new brand campaign. In June 2010, Li-Ning Company unveils its new brand image and changes its slogan into “make the change”. We analyze the financial returns and performance of Li-Ning’s stock price in capital market. We arrive at a conclusion that it is a bad strategy and should be make the change. Recommendations are given for the board of directors in planning the appropriate strategy. We suggest that elaborate market research should be making to find the true attention of customer combining qualitative analysis and quantitative study. Contents The development of LiNing 1 Lining brand startup stage(1990~1992) 1 Domestic high speed development stage (1993 ~1996) 1 Strategic adjustment stage (1997 ~1998) 1 Renaissance stage(1999 ~2001) 2 Establish Brand System Stage (2002 ~ 2009) 2 Brand Remodeling Stage (2010 ~) 3 Introduction of the new brand strategy 4 Analysis of the new brand strategy 5 Conclusion and recommendation 8 The development of LiNing Lining brand startup stage(1990~1992) Lining Company was launched in August 1990.At the same time, Lining became the only company that provided sports equipments for the Chinese delegation in 11th Asian games. In 1991, Lining sports goods company formally established in Guangdong. In the end of 1992, three branches established in Beijing, G