摘要
就像2008年李宁拿着火炬飞升一样,今年＂李宁＂的动作炫目得让人有点吃惊。从7月1日起,李宁使用近20年的经典口号——一切皆有可能,最终被一句英文所代替：Make the change。而这句尚且连对应中文翻译都没有的新口号,被认为是李宁华丽走向世界的口令,联系前不久李宁在美国的一系列动作,李宁公司的国际化之路也逐渐清晰。
Recently,sportswear maker Li-Ning Co.changes its slogan and iconic logo,a move that attracts much attention. On July 1,＂Make the Change＂ ,the company＇s new slogan,replaced its former one,＂Everything is Possible＂ ,which has been used for the past 20 years and criticized for heavily borrowed from Nike.The company＇s new iconic logo is reinterpretation of the classic ＂LN＂ symbol combined with an abstraction of the ＂Li Ning Cross＂ gymnastic posture. The change is seen as Li-Ning＇s effort in brand revitalization and ambition to win global recognition.
出处
《中国市场》
2010年第30期42-43,共2页
China Market
