Abstract
In recent decades, the sporting goods industry has been rapidly growing in China and has shown great potential for further development. Former Olympic champion, Mr. LiNing, founded his own sporting brand by his own name in 1990. Within decades of development, Li Ning has made great achievement on sales and reputation among its local competitors in the fast growing industry. However, the brand also experienced huge amount of loss during its rebranding process due to failure on brand positioning. After acknowledging brand positioning mistakes, Li Ning was able to make quick reaction and applied new strategies in order to improve the brand image of Li Ning. After several years, Li Ning has become the most popular and best-known Chinese sporting brand domestically and internationally. This paper will be analyzing the cause of failure on rebranding of Li Ning, and how the brand accomplishes its achievement from three aspects — brand positioning, product quality change, internationalization, sponsorship and spokesman.
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