Abstract
Huili is a well-known footwear brand in China, and its brand image has declined significantly in recent years compared to before. Therefore, the purpose of this paper is to investigate the unknown reasons causing Huili’s brand image damage. This paper applies the approach of marketing mix theory to help Huili identify its problems in product and promotion. According to the results of the applied research, Huili faced huge accusations in terms of product design, product hazards, and ineffective promotional strategies. These problems have piled up one after the other and have created a huge problem of declining brand impressions of Huili. Therefore, it is highly recommended and necessary to conduct a detailed study on the deficiencies of Huili in all aspects of marketing mix theory. This paper suggests that Huili hires insightful designers to create more original designs, conduct deeper investigations to enhance the quality of its products, and customize its promotional strategies according to market segments. Feasible methods are then developed accordingly so that Huili can recover from the damage to its brand image and further prosper and survive in today's market with a greater competitive advantage.
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