Research On The Influence Of Brand Remodeling Strategy On Enterprise Value

Product competition is gradually giving way to brand competition in today’s market.Brand strategy has become a part of the core strategy of enterprises,and enterprises’ core competitiveness has shifted to brand advantage.Customers’ long-term brand consistency experience will eventually become the core driving force for the sustainable growth of enterprises.It is necessary for enterprises to constantly reshape their brands according to the changes in the external environment,which is particularly important for China,a big country that must strengthen national brands.The rebranding strategy includes not only the rebranding for changing the old products to win new customers,but also the rebranding for entering new markets and realizing product diversification,as well as the necessary rebranding due to mergers and acquisitions.However,the formulation of brand remolding strategy needs to be careful.It should not only balance between old products and new products,but also constantly explore the development of new customers and retain old customers.If one of them is ignored,it may have a fatal impact on the development of the enterprise.Therefore,the research on brand rebranding strategy is of great practical significance.After analysis,it can be found that the implementation process of Li Ning’s brand remodeling strategy is very characteristic.With the development of China’s sporting goods industry,Li Ning company,with the help of the East wind of the Olympic Games,dominated the industry in 2009,surpassing Adidas and approaching Nike.Therefore,the company started the brand remodeling strategy in 2010 to target the customer base of the post-90 s.As a result,the company suffered a big loss in inventory,the stock price plunged,and the industry status was surpassed by Anta.A succession of senior executives could not change the situation.In the face of equity financing hopeless,debt financing without pressure,Li Ning integration of company resources began a new brand re-remodeling strategy,then channel expansion,management online,the company finally came back from the dead to create brilliant.Li Ning’s brand rebranding strategy went through a period from trough to peak,and also experienced unbearable difficult times.In the process,Li Ning showed its unique charm.Therefore,this paper takes Li Ning Company as an example to study the influence of brand rebranding strategy on enterprise value,hoping to get enlightenment from it,and provide experience and inspiration for those enterprises that are or will carry out brand rebranding strategy.In this paper,the mechanism of the relationship between brand rebranding strategy and corporate value growth is firstly understood through literature review,and then the development prospect,status quo and problems of brand rebranding in the sporting goods industry are understood.The purpose is to provide industry background for case analysis.In view of the case,the paper studies the influence of two different brand strategies on finance and enterprise value.Finally,it summarizes the enlightenment and suggestions of the case:First,we should pay attention to the promotion effect of brand remodeling strategy on enterprise value;Secondly,the leading role of Chinese fashion brands should be played from cultural confidence.Thirdly,we should attach importance to the protection of stakeholders.Fourth,to show the character of entrepreneurs from failure to success.The innovation points of this paper are as follows: first,select a representative case company for a long-term study,instead of drawing conclusions based on the effect of single strategy implementation;Second,focus on the social responsibility and entrepreneurship that the brand rebuilding strategy needs to strengthen.