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HOME > PAST ISSUE > COVER STORY [Premium content]August 2007
Sportswear maker Li Ning’s Olympic marketing strategy is precision-planned and very ambitious
Li Ning, one of China’s most recognizable brands, is not an official sponsor of the 2008 Olympics, but the company’s surgical approach to brand building could see it leverage the games for maximum visibility at minimum cost.
It has avoided expensive shotgun sponsorships, instead targeting teams that are medal hopefuls and sponsoring newscasts that will be watched across the country and even overseas. The ultimate goal is to use the games to give the brand an initial ...
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