By 2017, the comprehensive multi-brand Chinese clothing manufacturer Bosideng International Holdings Limited (Bosideng), founded in 1976, had become famous for its main business of down jackets. After almost 40 years of rapid development, Bosideng had become the top brand in the Chinese down apparel industry and had established strong brand equity. However, the company’s performance had been in decline since 2013. Faced with increasingly fierce competition, Bosideng had gradually lost its appeal to younger customers, who were uninterested in its unfashionable designs. The reduced profit level threatened Bosideng’s further development. In 2017, Bosideng’s chairperson and president was considering how to overcome this dilemma by revitalizing the brand. He hoped to strengthen the position of the Bosideng brand in the Chinese down jacket market and even in the global market in the future. However, he was not sure which approach would be most effective: should he maintain Bosideng’s existing brand values or invest in rebranding?

By 2017, the comprehensive multi-brand Chinese clothing manufacturer Bosideng International Holdings Limited (Bosideng), founded in 1976, had become famous for its main business of down jackets. After almost 40 years of rapid development, Bosideng had become the top brand in the Chinese down apparel industry and had established strong brand equity. However, the company's performance had been in decline since 2013. Faced with increasingly fierce competition, Bosideng had gradually lost its appeal to younger customers, who were uninterested in its unfashionable designs. The reduced profit level threatened Bosideng's further development. In 2017, Bosideng's chairperson and president was considering how to overcome this dilemma by revitalizing the brand. He hoped to strengthen the position of the Bosideng brand in the Chinese down jacket market and even in the global market in the future. However, he was not sure which approach would be most effective: should he maintain Bosideng's existing brand values or invest in rebranding?