Comparison Analysis Of Brand Strategy Between LI-NING And MIZOUNO

China is a strong and great country with a population of one billion and four hundred million. With the improvement of China living standards and the higher consciousness on sport products consumption. LI-NING, a China national sport brand was born under this environment and got development for itself. In June of 2004, LI-NING became a listed company in Hong Kong. After 20 years exploration, LI-NING has a wide series for the products includes sport clothing, sport shoes, sport apparatus and other accessories, and now LI-NING is becoming a famous company on sport products not only in China domestic market but also worldwide.After China joined the WTO in 2001, there are many international sport brands set up their own business in China. MIZUNO, a great and an influential sport brand from Japan is one of them. As a supreme sport brand in Japan, MIZUNO was born in 1906 with a century’s dedicated efforts, MIZUNO products now involved in sport apparatus, sport shoes and other related verities.China and Japan, as two most representative counties in Asia, has very unique and different in culture background and business environment. Under the general situation on economy, culture and business in two countries, LI-NING and MIZUNO were born as national sport brands in both China and Japan.LI-NING and MIZUNO represents the creative spirits of China and Japan, as well as the economic development of the two countries. This thesis expounds the brand development and the brand strategy of LI-NING and MIZUNO in different stage, analyzing both advantages and disadvantages in brand strategy then concludes on how to develop sport brands in the coming future.