Sports and leisurewear brand Xdlong markets its products under the Xdlong brand name and its sweeping X logo. It uses the Chinese promotional slogan 'Respect Yourself' to market its products, which was designed to symbolise the company's emphasis on individualism.

In 2006, the Xdlong trademark was recognised as one of China's Well-Known Trademarks by the Hubei Province Jingzhou City Intermediate People's Court.

In order to obtain consistency in its brand image, the company set management and operational guidelines for all of its distributors to follow at the Xdlong retail stores.