Academic Journal of Business & Management, 2022, 4(9); doi: 10.25236/AJBM.2022.040905.
Yuhan Yang
Faculty of Economics and Business, Universitat de Barcelona, Barcelona, 08034, Spain
This thesis analyzes the brand image transformation of two of China's top sports brands, Li Ning and Anta, with the aim of extracting the successes of Li Ning's and Anta's transformations and offering advice to other sports brands. It also analyzes the shortcomings that still exist in the transformation of these two brands. This will also form part of the advice for other brands not to make the same mistakes in the future. In this thesis, we use theories mainly from the marketing field, such as SWOT analysis and brand image. Market research is also done to collect consumers' opinions and comments to evaluate the result of the brand image transformation of the two mentioned brands. At the end, the advices that are taken out from the transformation of the two brands are presented to give suggestions to other brands and also to the two brands themselves.
Marketing, sports brands, Li Ning, Anta, brand image, SWOT analysis, Market research
Yuhan Yang. Analysis of the brand image transformation of Chinese sportswear and sports shoe brands——Based on the cases of Li Ning and Anta. Academic Journal of Business & Management (2022) Vol. 4, Issue 9: 28-38. https://doi.org/10.25236/AJBM.2022.040905.
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