From The Change Of Li-ning’s Brand To Analyses The Enterprise’s VI Design Upgrade In China

With the development of economic globalization, China is attracting the attentionof the world, many international brands have entered China to seek a world, whileChina’s domestic brands at the background of globalization is also faced with the dualoption of opportunity and crisis, the opportunity can make some of our brands going tothe world and the crisis is to lose the market in our local city, more enterprises payattention to the brand upgrade along with the increased fierce competition betweenbrands.In this paper, the Li-Ning brand to quote as a case to study and analyse theimportance of the upgrade of the brand VI to the brand upgrade, And then have anexploratory research to the characteristics of our country’s brand VI, and use a largenumber of brands upgrade cases to demonstrate.This paper mainly divided into three parts, Firstly introduces the background of theLi-Ning brand upgrade, and reviews the upgrade path of the Li-Ning brand, we havemade a detailed analysis of the driving force of Li-Ning upgrade, focusing on theresearch on the VI’s upgrade of Li-Ning brand, including meticulous research on thelogo, slogan and stores image; The last two part is the focus of this article, the secondpart of the paper is an overview of the brand, explores the significance of the brand ofenterprise, then the concept of brand image, put forward two properties of the brandimage " hard "and" soft ", and combed out how to position the brand image, then mainlyanalyzes the brand VI design concept, and have a further study of the importance of thebrand VI design, discusses some new requirements under the new era ’s branddevelopment; Finally, this paper have an exploratory analysis to the upgrade of ourcountry’s enterprise brand image based on the study of the theory of the above, and putforward some solutions to avoid the risk in the upgrade process, also have a summaryfrom different angle to our own brands’ upgrade tendency, mainly from the case analysis which is given above, we have provided some guidance suggestions to our localenterprise brand’s international.