Marketing Analysis of Sports Brands’ Co-Branding Products-Taking Li Ning as an Example

Shanghai Qibao Dwight High School, 201100 HongxinRoad, Shanghai, China

^* Corresponding author: xjchen_judy@qibaodwight.org

Abstract

This research investigates the potential for co-branding products in sports brands. Nowadays, co-branding has become one of the most significant strategies for sports brands to remain competitive and gain more market share. In order to compete with numerous brands, innovation and specialization tend to be practical ways to differentiate from other products, thus attracting more customers. By understanding how the brand utilizes co-branded products to enhance brand value and increase brand awareness, the study focuses on how co-branding becomes the most leading edge among sports brands and how well it works to create valuable advantages, especially for Li Ning. Based on the case analysis of Li Ning brand, this paper summarizes that Li Ning and Dunhuang Museum jointly created a distinctive joint series, which greatly improved the sales of related products. At the same time, the co-branding of brands needs to pay attention to the frequency and innovation of activities to avoid bringing aesthetic fatigue to consumers and causing resentment.