Unveiling Huili's Brand Image: Exploring Causes and Strategies
DOI:
https://doi.org/10.54097/21ygq889Keywords:
Huili, Brand image, Marketing mix theory, Fashion brand.Abstract
Huili is a well-known footwear brand in China, and its brand image has declined significantly in recent years compared to before. Therefore, the purpose of this paper is to investigate the unknown reasons causing Huili’s brand image damage. This paper applies the approach of marketing mix theory to help Huili identify its problems in product and promotion. According to the results of the applied research, Huili faced huge accusations in terms of product design, product hazards, and ineffective promotional strategies. These problems have piled up one after the other and have created a huge problem of declining brand impressions of Huili. Therefore, it is highly recommended and necessary to conduct a detailed study on the deficiencies of Huili in all aspects of marketing mix theory. This paper suggests that Huili hires insightful designers to create more original designs, conduct deeper investigations to enhance the quality of its products, and customize its promotional strategies according to market segments. Feasible methods are then developed accordingly so that Huili can recover from the damage to its brand image and further prosper and survive in today's market with a greater competitive advantage.
Downloads
References
Wu, Yue. “A Fantasy Theme Analysis of Chinese Rhetorical Vision on Xinjiang Cotton Incident.” Scientific and Social Research, 2021, vol. 3, no. 3, pp. 50–54.
Ling, Meng. “Senior Executives Demand Bribes of 3.3 Million, Repeatedly Fall Into the Quality Door, Plagiarism Door: Return Force ‘Back to the Day Is Weak’?” Pengpai, 2022, http://www.thepaper.cn
Hu, Yixin. “Huili: Rise from the Ashes.” Shanghai State Property, 2020, pp. 79–80.
Chen, Chang. “Perceive the Historical and Cultural Connotation of the Old Brand of Shanghai ‘Huili.’” Local Chronicles of Shanghai, 2019, pp. 59-64+95-96.
Cheng, Wen, and Lili Su. “Analysis of New Brand Problems After the Transformation of Huilii.” Guangxi Quality Supervision Guide, 2021, pp. 254–55.
“Return of the Force: The Surprising Origins of the Cult Sneaker Brand Warrior’s Chinese Name.” Little Museum of Foreign Brand Advertising in the R.O.C. Chinese and Foreign Advertising Micro Museum, 2023, http://www.mofba.org
“Hui Force Encountered Quality Inspection Door, How to Revive Domestic Brand.” Chinese-foreign Footwear, 2020, pp. 88–90.
Coursera. “The 4 Ps of Marketing: What They Are and How to Use Them.” 2023,
Niazi, Najmusaqib, et al. “Role of Marketing Mix (4Ps) in Building Brand Equity: Case Study of Shell Petrol, UK.” International Journal of Applied Business and Management Studies, 2021, pp. 34–67.
Asdi, A., and Aditya Halim Perdana Kusuma Putra. "The effect of marketing mix (4P) on buying decision: Empirical study on brand of Samsung smartphone product." Point Of View Research Management, 2020 1.4 121-130.
Zhiyi, Zeng. "Analysis of Fast Fashion Brand Marketing Strategy Based on The Four Ps of Marketing." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021), 2021, 95-99.
Breast Cancer Prevention Partners. “Phthalates - Breast Cancer Prevention Partners (BCPP).” Breast Cancer Prevention Partners (BCPP),. 2021,
Naini, Nurul Fitrianis, et al. “The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty.” Journal of Consumer Sciences, 2022, vol. 7, no. 1, Fpp. 34–50.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Journal of Education, Humanities and Social Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
