The Advantages And Disadvantages Of Clothing Brand Label Change From Li Ning

In 2010 or earlier, Li Ning The company found that there is an obvious problem with the brand - the proportion of the actual consumer groups who are older is not small. Li Ning launched a future project related to the company - "ZIBA Project", which positioned the target group of the "Li Ning" brand as "the first generation of creators of China's reform and opening up", and was later mistakenly refined as "post-90s Li Ning".

Li Ning hopes to make the brand image distinct through brand reshaping and consumer group adjustment. The most effective and intuitive way is to change the brand. So in the middle of 2010, Li Ning launched a brand upgrading campaign focusing on changing the brand.

When it is found that there is a large deviation between the actual consumer group and the target consumer group, or adjust the brand itself, or adjust the consumer group to promote brand positioning and clear image, Li Ning has made a brave attempt, which is worthy of recognition and respect.

The logo, which is composed of visual symbols such as prominent and easily recognizable character symbols and patterns, is the external presentation of the brand core, one of the important carriers of brand assets and values, and even a representative of a company's strength and public image.

The change of LOGO is related to strategic decisions, and enterprises should be cautious. In recent years, domestic spin clothing The mainstream brands in the industry frequently perform the bid change. For example, representatives of men's wear industry—— Cunninghamia lanceolata Li Ning, the leader of the sporting goods industry, also officially changed the logo in 2010, and Youngor put the English part of the logo in high priority, with 361 ° as the core.

Focusing on a broader field, PepsiCo, Apple, BP Petroleum, Citroen Automobile, Lenovo Group, etc. have initiated many logo changes in their decades or even centuries of development, including more than 10 logo updates for PepsiCo and Citroen Automobile.

Changing the bid will have a huge and far-reaching impact on a brand and a company, which is both tempting and risky. The impact is mainly reflected in the following three aspects.

　 First, deliver new brand image, new concept, new strategy, and often with the introduction of new products.

As a strategic action of the enterprise, the bid change is generally well prepared. Compared with European and American companies, the brand building of Chinese enterprises starts late and has a short development history. After 20-30 years of accumulation, many enterprises hope to upgrade and enhance the original "thin" logo to create a new brand image. Due to various reasons, the impression of local brands in consumers' minds is generally low-end, low tech image. By employing domestic and international top design institutions or designer , to design grand, eye-catching and beautiful signs and improve the brand image. Signs are the most easily recognizable things for consumers, and new ideas and strategies are not easy for consumers to feel changes. It is a better strategy to transfer new ideas and strategies by changing signs. A few years ago, KFC's global label change also just stepped on the node of China's market reform, supporting its new concept of "basing on China, integrating into life", "changing for China, creating new fast food". In 2009, Citroen changed its brand globally. The head of its Chinese joint venture said that "changing the brand is just a form, and the more important measure to improve the brand image is mainly the introduction of products".

　　 Second, keep the brand fresh, more fashionable and keep pace with the times.

In fact, brand logo is not permanent. With the development of society and the progress of the times, consumers' cognitive level and taste are constantly improving. The logo needs to be updated regularly (for a long period of time) to meet the aesthetic and demand changes of consumers and maintain brand Freshness and vitality.

　　 Third, there are greater risks to the brand and the company.

One of the risks is that the low popularity and recognition of the new logo requires enterprises to invest a large amount of promotion costs on the new logo. Many enterprises have continuity between new and old standards, and the new design is not subversive. The second risk is that consumers do not recognize or accept it. Once such a situation occurs, the sales of enterprises will be affected. Against the backdrop of the downturn in the domestic sporting goods industry, Li Ning's bid change was widely questioned due to the decline in performance.