The Marketing Peg

I'm sure few have heard the brand Li Ning, especially those in Singapore. But it seems to be a whole different scenario all across the ocean in China. In China, Li Ning is a well known sports brand which is similar to the likes of Nike and Adidas. Ask any Chinese teenager if they know Li Ning, and few would shake their heads. It was initially set up by the famous Chinese gymnast Li Ning, and this sports brand is endorsed by Damon Jones and Shaq O'Neille from NBA. Li Ning, however, is not exactly very globalized yet (judging from the fact that few have heard of it's name here). I was tasked with this project to research on Li Ning a few months ago, and these are some interesting things I discovered. Firstly, the Li Ning logo looks like this the not so famous (yet) Li Ning squirrel tail Now, just compare the above... to this the already very famous Nike swoosh Notice the similarity? Now, on to the slogan... Li Ning's slogan is Anything is Possible and another famous spor...