Interpretation Of The Road Of Brand Remodeling

Recently, in the office of the chairman of the third floor of the company, he encountered such a language trap. A little carelessness may lead to a towering drool. However, he was clearly prepared to see the big field.

"I am not an extreme nationalist, but I can not afford to lose my patriotic feelings. A brand DNA can not be duplicated. For example, when we mention it, we think that it is an American brand rather than a Chinese brand. It's the same.
　　　　
"In the development of society, I think patriotism in the new era should be reflected in the contributions made by the individual to the country and society. If we can enhance our competitiveness and become an internationally recognized brand, it is also our contribution to the world. At the moment, this is a deepening of patriotism, rather than fade out! "

What we call "the present" refers to the replacement of the "L" LOGO with the new "human" type at the time of 20 years' establishment, while the "Make The Change" has replaced the familiar possibility of "everything is possible".

In the 80s of last century, the 3 gold, 2 silver and 1 bronze in the 1984 Olympic Games were catered for the needs of the times. He was also defined as the hero of that era. But after the defeat of the Olympic Games in 1988, he chose to retire and soon began a new legend. In 1990, with the dream of "let the Chinese athletes wear the Chinese sportswear in the world contest", he found the familiar national sports committee officials, persuaded them to abandon the $3 million foreign company sponsorship of the Asian Games with patriotic enthusiasm, and chose only 2 million 500 thousand yuan.

On August 1990, in the Qinghai Tibet Plateau on the roof of the world, Dava Ozon, wearing a snow white "sportswear" sportswear, took the torch of the Asian Games from the Tibetan girl in the hands of the emperor. In this sense of holiness, like the myth of the foot and the bow running shoes at the August 8, 2008 Olympic Games, the TV show was fixed in the hearts of people through TV. He has also been strengthened as a symbol of patriotism. {page_break}

It should be said that this kind of marketing has achieved amazing value. In the month of closing ceremony of the 1990 Asian Games, "Qi" received 15 million yuan of orders, and the "Qi" sportswear also became popular throughout the country.

Economic analysts pointed out that for those who are relatively old and have received "red and expert" education, the patriotic marketing of Zai has indeed inspired many people's patriotic enthusiasm and achieved the enhancement of corporate image and product sales. But after entering the new era, the consumers of Post-80 and post-90's have their own personality and rebellious spirit. They like to be independent and pursue the fashion trend. The patriotic appeal is too far away from them. The "face change" of this time also has close consideration for the reality after 90 years.

He didn't want to replicate those star days, but swimming, running, playing golf and "trying another life." He even laughed to say that he would not be chairman or even shareholder.

However, although he rarely came to the office of the chairman of the third floor of the third floor, although he and Zhang Zhiyong could not meet several times a year, he would never be content to be an observer only. He is also concerned about the world cup and other international events, focusing on Chinese sports and his old and new partners. "I am still the founder of the company, and there is also a spiritual level. And my sports knowledge and sports resources can also be incorporated into the company.