In windows batch file, re-set variable inside if-else block doesn't work

I've got the code below, try to re-set variable "name" inside an if-else block:

@echo off
set name=kk
echo %name%
if "%name%"=="jj" (
echo case1
) else (
echo case2
set name=ll
echo name=%name%
)

Under cmd of win10, it outputs:

aa
kk
case2
name=kk

This is weird, I wish that my last echo should print:

name=ll

Seems the "set name=ll" didn't work. So would you help to explain why it didn't work as I expected, and how to fix it?

Thanks a lot.