Category Archives: Brand Thinking

#15: Brand thinking of Li Ning

Brand History:

Li Ning is a Chinese athletic company which makes athletic shoes and sporting goods. Li-Ning branded products are targeted for consumers who play in sports such as running, basketball, badminton, football, tennis
and fitness. The company endorses a number of athletes and teams, both at home in China and abroad.

In 2005, Li Ning created a joint-venture with French sports apparel company, AIGLE, giving Li Ning the exclusive rights to be the distributor of AIGLE’s products in China for 50 years.

In 2006, Li Ning posted revenues of US$418 million, and total profits of about US$39 million. As of March 2007, there were 4,297 Li-Ning retail stores. The company directly owns some of the retail stores while others are franchised.

In January 2010, Li Ning opened its U.S. headquarters and flagship store in Portland, Oregon.

In January 2011, Li Ning entered into a partnership with Chicago-based Acquity Group to expand its U.S. distribution and brand awareness.

The company was founded in 1990 by Li Ning, a former Chinese Olympic gymnast. As of 2007, Li Ning remains the chairman of the company’s board of directors.

Brand Thinking:

As I know About Li Ning, their prive as high as Nike, Addidas, and other sport bands. Less consumers buy Li Ning products becasuse they think foriegn brands’ products are good-looking and higher quality. If the price are similar, Chinese consumers will choice foriegn brands’ products rather than Chinese brands’ products. I think Li Ning should re-target consumers. Their consumers should be middle class people, so the price should not higher than other middle class sports brands.

Also, Li Ning should try to expand their market in America and Europe to reach more consumers,and the price should be fit with middle or lower class people because most people in America and Europe will choice Nike and other brands. They may know less about this Chinese brand, so Li Ning needs to build its reputation outside China. They can do some public welfarre,or host some sport events to make more people know about this brand.

I know Li Ning can “Make the change.” and “Anything is possible.” I think there are more potential opportunities for Li Ning.

Here is Li Ning’s Ads, sorry, they spaek Chinese in the ads

Cited: Li Ning picture, Li Ning history


#9: Brand’s Innovation


WIKI gives defination of Innovation: is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and society. Innovation differs from invention in that innovation refers to the use of a new idea or method, whereas invention refers more directly to the creation of the idea or method itself.

I think a brand’s innovation is more difficult because they need to do market rsearch to know whether their innovation can make more money for the company.

A successful innovation can bring profit for the company.

10 Most Admired for innovation

Innovation rank: 1
Industry rank in Computers: 1

iPod, iPhone, iMac. Apple is the “i” word in action. Led by Steve Jobs, the company has disrupted three different industries — computers (the Mac), music (the iPod) and movies (Pixar).

Innovation rank: 2
Industry rank in Apparel: 1

It all starts with the foot, such as sneakers designed to mimic the experience of running barefoot; or the incredibly cool lineup of footwear, Nike , which works with the iPod. The company puts its money where its mouth is: In 2007, it donated $9 million to create the Nike School Innovation Fund (NSIF) in Oregon public schools.

Medco Health Solutions
Innovation rank: 3
Industry rank in Health Care: Pharmacy, Other Services: 1

No more penmanship jokes please: This $44.5 billion drug management company is exploring ways to coax pharmacists to switch from handwritten to electronic prescriptions. It is also moving quickly to switch to generic drugs, and is a leader in the development of personalized medicine. The prescription seems to be working: The stock almost doubled in 2007.

Innovation rank: 4
Industry rank in Soaps and Cosmetics: 1

CEO A.G. Lafley was determined to banish the “not invented here” syndrome from this consumer products company. He has. More than half of its new products now include some form of outside participation, such as a technology, a license, or a patent.

Innovation rank: 5
Industry rank in Furniture: 1

The C2, a new desktop climate control device, warms and cools, just one more way the Wisconsin furniture maker brings modern innovation to its old-economy product base. The key to keeping its products fresh: watching how people actually live and work and establishing relationships with top designers. The company is also at the forefront of using sustainability as a way to drive innovation.

Innovation rank: 6
Industry rank in Entertainment: 1

It bought a dose of innovation with its purchase of Pixar but the studio is hitting on other cylinders, too, as CEO Bob Iger has made it his mission to lead the company into the frontiers of technology. He sees Disney as a digital entertainment powerhouse, including online games, virtualization and new uses of the Web

Innovation rank: 7
Industry rank in Household Products: 1

This relatively small company ($8.6 billion in revenues) punches above its weight, with No. 1 or No. 2 positions in most of its brands, which include Jim Beam, MasterLock, and Titleist.

Innovation rank: 8
Industry rank in Railroads: 1

Promising enough that a certain investor named Buffett bought in, this railroad operates 32,000 route miles and moves more intermodal freight (i.e., in containers) than any other company. Burlington has entered adjacent industries, such as logistics, and is creative in its operations. One example: It is reconfiguring its rates to encourage shippers to improve safety when transporting hazardous materials.

Innovation rank: 9
Industry rank in Food Services: 1

Green salads, transfat-free oil, healthy happy meals, nutrition information on the packaging: What’s going on here? Micky D’s is still the king of junk food (2007 revenues: $22.8 billion) but has diversified its menu in a way that customers seem to like. And investors are lovin’ the financial results.

Innovation rank: 10
Industry rank in Real Estate: 1

The biggest owner and operator of distribution facilities, this Denver-based company won kudos this year for its participation in the green and creative Mueller airport redevelopment project in Austin, Texas. Since 2006, all of its U.S. projects have been designed to meet or exceed the standards set by the Green Building Council.

After we see these brands’ successful innovation, we need to think why they are successful, what elements make them sucessful? Just see the chat below.


Cited: Picture No. 1 Picture No.2 10 Most admire for innovation

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Posted by on April 24, 2012 in Brand Thinking


#8:What is Branding?

This short video gives a brief view of branding, brands’ value, brands’ range and brands’ functions.

It is good to look at it before deep brand thinking.

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Posted by on April 22, 2012 in Brand Thinking


#6: Good brands & Bad Brands

Everyone has different opinion about good brands and bad brands, and the measure of deciding whether a brand good or bad are different.

Quality and serves are the basic element for deciding a brand good or bad, and they are also important to build trust between brands and consumers.

Consumers trust this brand’s product, and they will tell it to more people, the, the brand is growing, one the country, the bad brands will leave the market step by step.

But behind good brands, sometime there has bad things.

For example, last few month there is Foxconn and Apple scandal popular in the website. Chinese workers who work for Apple company making iphone and ipad under a bad living conditions, overtime working and get less payment. Some workers suicide in Foxconn.

After you hear that, will you still think Apple is a good brand?

There are many thing we need to think behind brands, so we can decide a brand whether good or bad.

Cited: image from:

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Posted by on April 14, 2012 in Brand Thinking


#4: Brand Thinking

What is a brand?

According to Charlie Robertson of Red Spider, ” brands offer a promise to customers, employees, shareholders and supplies.  More important, brands are marks of reputation and engender trust. ‘These definitions about brands gives us a deep thinking about brands. I think the most interesting point is “brands are marks of reputation and engender trust.”

I think from this point I feel set up a new brand is so difficult in the market because a new brand is no reputation for the customers. Customers will  buy some famous brand products because their reputation is good. Thus, their product quality are good. I think the reputation theory make brands more and more famous, and it also risk for some new brands because they are difficult to build their reputation in the competitive market.  Therefore,  “A brand is a collection of perceptions in the consumers,” Robertson said. From this point, a brand is not a trade mark, a mission statement, a logo or slogan, and communications. Brands have reputations, just like people. We build our reputation step by step, so do brands.

Sean Adams, Cofounder, Adams Morioka, said, “A brand is not necessarily visual. It’s a promise of an experience. One of the things that we’re running into with clients now is that they want to make brand promises that they can’t keep– promises that are clearly not true “(Millman, 217). I just think if a brand cannot keep their promises what about their reputation will going on? Promise, trust and reputation are important for people, but it is also important for brands.


1. Images:,r:10,s:0,i:156&tx=56&ty=80

2. Book :Millman, Debbie , Brand Think and Other Noble Pursuits, New York: Allworth Press, 2011. Print.

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Posted by on April 10, 2012 in Brand Thinking