Abstract: Changing the brand slogans of enterprises is an important management strategy to keep brand vitality. This paper focuses on two Chinese famous brands -- Yili and Haier -- to explore the changing path and trend of brand slogans in Chinese enterprises by employing the combined double-case study and content analysis method. Then it is verified with the changing path of brand slogans of Li Ning Company. The results reveal that Chinese brand slogans have shown an obvious changing tendency in the changing path with some characteristics, gradually changing into the slogans of such types as consumer-oriented perspective, emotional appeal, lower power distance, stronger rigidity style, strong implication and non-associative slogans.

Key words: enterprises’ brand slogan; change path; change trend; multi-case study