Word: branding
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...named after its founder, Li Ning - a triple gymnastics gold medalist at the 1984 Los Angeles Olympics. While the then 18-year-old firm wasn't an official sponsor, it used careful planning to outflank its deep-pocketed overseas rivals by picking likely medalists to outfit with Li Ning - branded gear (official sponsor Adidas had the rights to provide uniforms for medal and other ceremonies, but athletes were free to choose their own competition outfits). It also had a fabulous stroke of luck when Li was selected to light the Olympic flame during the opening ceremony - a spectacle that required...
...These days, the company works with NBA stars like Baron Davis (who has a signature Li Ning shoe, the BD-1) and Shaquille O'Neal (who is under a five-year contract with the brand). But it still maintains its value-for-money approach to marketing - recently making a big push, for example, into badminton, a sport largely ignored in the West but played and watched by some 300 million Chinese. Li Ning - sponsored shuttlecock star Lin Dan graces billboards and TV ads around China, and the firm opened a "badminton paradise" last year in Singapore, its first international outlet...
...kind of quick, cheap meals that workers would fill up on during factory breaks or after a punishing shift, he decided to cross the Taiwan Strait and set up a factory in Tianjin in 1992. The timing was perfect. Master Kong is now the world's largest brand of instant noodles, with an enormous recognition rate that has enabled Tingyi to expand the line into bottled water, teas and snacks. "To consumers, Kang Shifu is a professional chef," says Wei of the brand's personality. "He cooks good noodles, so maybe he can make good tea and snacks." (See pictures...
...We’re not deep enough to win a national title, but certainly on the individual side we have top notch athletes who are contenders,” Brand said with confidence. “Valentin, James [Hawrot], Karl for the men, Noam, who won the silver last year, and Caroline each have a shot for a medal...
...Brand, post-season tournaments do not mark the end of a year, but rather the beginning of a new cycle of recruiting, training, and competition. What Harvard is currently lacking is a strong third fencer in each weapon, an absence that is holding the Crimson back from title contention, and one that the coaching staff is hoping to fill. With a young team of mostly freshman and sophomores, accompanied by a powerful recruiting class, the possibilities will soon be endless on the Ivy and National level...