Li Ning Essay

| Matching 1. Strength the brand awareness 2. Develop new functional products which are more suitable for Chinese market 3. Hold promotion

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

1a) In a short time, the young Chinese cosmetic market has become quite saturated with numerous firms. In order for Yue Sai to position its brand effectively, it has to draw upon unique strengths that others do not have. Madam Yue-Sai created Yue Sai with the aim “to create, produce and sell the very best beauty and skincare products that we can offer to Asian women and to the world…” The company started under her belief that the Chinese women had different standards for beauty and required specifically tailored cosmetic products. If Yue Sai under Cotyhad continued to build its brand under this positioning instead of focusing on distribution, the brand would be a far more prominent player in

In the Classical Period, though miles apart, both Imperial Rome and Han China had parallels and differences in methods of political control. The two civilizations both used the aspects of religion and belief systems to attain political influence over their subjects, but had differing methods to reach this goal. Standardization and cultural unity was a key factor in both civilizations regarding political control, as was expansion and growth of trade.

Ming Cho Lee is one of the most influential theatrical set designers. He has designed for Broadway and Shakespeare festivals. He has worked under some of the most talented mines in theatre as well as being the mentor of other theatrical greats. Aside from designing professional works, he has also taught at Yale School of Drama for almost 50 years. Through this long career, he has earned two Tony awards and many other theatrical honors. It is arguable that lee is one of the most influential set designers of the 20th and 21st century.

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

The great poet Judy Wright once said, “Feelings or emotions are the universal language and are to be honored. They are the authentic expression of who you are at your deepest place.”; when she said this, she was talking about the idea that by sharing our emotions, we can all connect and can find out who we really are. Emotions are what make us all the same, yet different at the same time. Li- Young Lee is known for including raw, open emotions in all of his poems. Lee’s poems are first person narratives of his own life; while narrating, Lee includes and explores the thoughts and feelings that are passing through his head while certain events are occurring.The emotions that Lee focuses on, change and expand over time as he ages and grows, and make his poetry gain deeper meaning. Lee is able to find meaning from his own memories, alongside the reader; he uses an attitude of humility and open- mindedness to be able to explain raw emotions that take his poetry beyond the normal ideas of literature. By exploring his emotions and feelings instead of shying away from them, Lee is able to transition from his past to the present, develop his own sense of identity, and connect to the reader.

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

In the end, I developed the understanding that brand leadership(s) are those leading brands that are not only majority fascinating but highly relevant and outstandingly unique. They are often highly sought through by not only consumers but also by employees. Through brand identity and brand association, these institutions continue to grow not just for the consumers and organization but also for the economy. Outside of my mentioned developed understanding, I concluded that brand leadership is defined through a few

Marketing: All decisions are made by the company’s headquarters in Baltimore, Maryland. We have focused our marketing strategy on “athlete influencers, print and television advertising and payments to college teams to wear our products” (Wheelen, 20-7). We also need to focus on a new advertisement campaign when we introduce our new product line. We can roll out

Over the past twenty-five years we have had to reinvent ourselves many times. The first surge was with the Waffle Trainer and the running craze. When that slowed, we thought we ran out of market. We had another surge with basketball behind Michael Jordan, and cross-training with Bo Jackson. Then again, we Thought our growth was dead. Another surge came in 1995, when Nike became fashionable and athletic urban wear became king. But,that too ended in early 2008, as did the health of the Asian economy. There we were, with an over-extended brand. Each time we reinvented our company. In 1995, when we reached $3 billion in sales, we said $5 billion was the absolute limit. Three years later we were closing in on $10 billion. Each time we did succeed it was due, in part, to

Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has transformed

Brands use different strategies to create competitive advantages to beat with their rivals. Some companies use “Overall Cost Leadership” to increase profit by reducing costs and increase market share by lowering price. Some companies use “Focus Strategies” to select a group of market and tailor its strategy to serve that group. The others use “Product Differentiation” as a strategy to obtain a premium price by making unique products. Nike, with its differentiation strategy, the company is continuing to separate its self from the competitors by using its superior technology and innovation. This paper mainly discusses on the company’s product differentiation and analysis how the company using this strategy to build its brand image and become a market leader in sportswear industry. A brief discuss about Nike competitive advantage which related to its broad differentiation aspect and the company product life cycle are also presented on this paper.

Nike’s recent decline in market share and stock can be attributed to changing trends in consumer spending habits and apparel tastes. Nike can re-establish a competitive advantage in the short-run by implementing an innovative design team and brand ambassador. Long-run competitive advantage can be achieved by fully committing to a sustainable innovative business model or by incorporating innovative technology trends into their retail structure.

Effective brand-management is hence one of the top priorities of the firm as a whole, and each localized strategy should align with this overarching objective. Achieving a strong brand name has been part of Haier’s mission since its foundation and has shaped the firm’s strategy over the years. When demand for refrigerators soared in the late 1980s, the company refrained from splurging into mass production and preferred consolidating its history of high quality products, thus consolidating its brand image and perception. This move later allowed Haier to increase their prices when the Chinese market faced oversupply in 1989, and pave its way to become one of China’s top ranked companies. Management’s efforts to make Haier feel like a local brand to foreign customers is also aligned with their brand-management strategy. Chinese products are often stigmatized by consumers in developed countries for being of poor quality and Haier’s strategy attempts to defy that stigma, ultimately favoring its growth and profitability in international