Asian Brand Strategy
176
profile sponsorships, extension of product lines and competing with the likes of Nike and Adidas, it also aims to project the premium concept. This creates confusion. Li Ning has to sort this out by deciding on a clear positioning strategy. Moreover, with the current generation of customers preferring Western brands amidst a growing sense of individualism, and Li Ning still not able to match up the quality and technological innovations of Nike, Reebok or Adidas, it has an enormous task of doing its homework right and coming out with a resonating positioning. Li Ning has enjoyed success by combining some crucial factors which at once proved to be a competitive advantage. With the decades-long investment of Nike and Adidas paying off, those factors have ceased to provide any competitive advantage to Li Ning. Now it seems that Nike and Adidas have the advantage, with their strong brand names that resonate well with Chinese customers. If Li Ning is to recapture its leadership position, it should start on a targeted brand building journey. By combining its unique history and legacy with clear positioning and relevant sponsorships, Li Ning surely stands a chance of reclaiming its leadership position in the Chinese market.
CASE 3 Jet Airways – a powerful Indian brand Jet Airways, the largest Indian domestic carrier, is one of the country’s strongest brands. Jet Airways has built up a strong reputation for offering a great flight experience by combining world-class service, reliable operations and on-time performance. Although there are several reasons for Jet Airways’ success, the main reason is the unflinching support from management toward building a strong brand. By having a clear-cut branding strategy built on the four pillars of world-class service, on-time performance, reliable operations and customer responsiveness, Jet Airways has been successful in carving out a strong presence in the Indian market and in customers’ minds.
Background Jet Airways was started by Naresh Goyal in 1993. With the Indian airline industry thrown open for private players by the Indian government, Jet