Is it impossible to do without Liu Xiang's endorsement of the brand?

Love more VCD is Jackie Chan endorsement, and finally went bankrupt, its leaders to do counseling to go to, Fu Yan Jie to find Cecilia Cheung do endorsement, the results of the photo door happened; http://www.aliyun.com/zixun/aggregation/8700.html > Coca-Cola to find the endorsement of Liu Xiang, the results of the 08 Liu Xiang exit, the 12 Olympic Games, Liu Xiang and exit, the ant force God to find Zhao Benshan endorsement, the result of illegal; In recent years, many stars endorsement of false advertising also make vigorous, much inquiry 诽. What happened to the celebrity endorsement?

Why should the star do the brand image endorsement?

To analyze this, first need to understand why the star to make the brand image spokesperson. To choose a star to do brand image spokesperson, the prerequisite is that the star has a certain social visibility and a large number of followers, have a positive image of goodwill, with a line to divide the star is also this meaning, this is the basis of the spokesperson choice, so the higher the popularity of the star price more expensive.

and choose the star to do the image endorsement also need to let the star image and endorsement of the product brand has a positive correlation, follow the star fans and product brands of consumer groups, so as to establish a good positive brand image and association with the brand, while the stars of many fans will be converted into a certain degree of loyalty to consumers.

Therefore, the choice of the Pu Xin and Liu Xiang is not the same, because the PU Xin image represents the love, mature male charm, calm and composure, his fans are mostly 28 years old women, men; Liu Xiang represents sport, vigor, youth, struggle, and his fans are mostly young men and women under the age of 30 years. A young fashion brand may choose Liu Xiang to be a pu, rather than a high-end male suit brand, rather than Liu Xiang, a pu.

Must the celebrity endorsement be a good thing?

Do we really need a celebrity endorsement? We don't have a brand image without a celebrity endorsement? Consumers will not remember our brand? Do their fans really support our products? Will the celebrity endorsement be good for the brand?

Of course not!

To properly explain this "not", you have to return to the essence of brand communication, that is, brand positioning information to the visual image of creative performance to attract the attention of the target consumers, and consumers have a good brand image, brand awareness and consumption choice of goodwill. This is only the brand's visual image produced by the total brand perception, and the overall brand building, but not all.

Know this point, check the star endorsement, naturally understand why to please star image endorsement. Because the star easy to let others attention, easy to obtain the audience good brand impression and goodwill.

However, the problem also appeared, who do not know what the star will be, the brand image pinned on others, just as the fate of the people's livelihood in the feudal monarchy is the same as wise. What if the star endorsements a number of brands? Are you going to buy your coat after the scandal? Will you drink the iced tea Mei endorsement after the "Taiwan independence Incident door" broke out? How many of the sponsors ' branded products will be damaged by the fall of Liu Xiang's first column in the 2012 Olympic Games? And see Liu Xiang you must think of Coca-Cola, not Anliniu Trai? or Visa? or Nike? or Ao Kang? Mobile？

Star endorsement is a double-edged sword, no one can control the potential risk. Of course, for the overall brand building, Jackie Chan is a endorsement of love more VCD, Love more VCD This brand or become negative equity. FAW Mazda 20 million Yuan please swim God will Phelps do endorsement, did not think of the swimming God smoked marijuana, the image of the big loss, leading to the image of the core wing, Faw Mazda regret regret.

The catch is that the star endorsement move hundred tens of millions, the money is to be pressed on the consumers pay, the brand image is not good, consumption is not recognized, this ROI is not calculate. Advertising companies are trying to guide the brand to hire the star endorsement, the most important part is that this money to earn more, earn thick.

No star endorsement, the same is well-known brands!

Looking back, we look, those who do not have the brand image of the spokesperson's well-known brands, such as Haier, Wang Lao ji, Nokia, Jeanswest, and so on, the same very good.

Yes, as long as there is in-depth consumer market accurate positioning, a good visual creative performance, there can carry brand information platform, so good brand image will soon be established, and more plump and value-added. Nokia Love series of creative posters attracted the attention of many people and the formation of goodwill; Haier announced that the quality of products is our brand spokesperson; Wanglaoji in Wenchuan the earth epicenter of a huge donation, not only reflects a business should be the heart and responsibility of social care, but also let the King old Kat this herbal tea brand rang all over the Chinese Earth, Let a small unknown brand into a international beverage brand giants comparable to the national brand. Just imagine, if Wanglaoji Wang Leehom or Jackie to do the endorsement, there will be such a result? Not！

The essence of the brand tells us that visual image and internal operation of the unity is the real brand management, external image is important, but to create a good, long-term benign growth of the brand, but also need to see the star endorsement of products, services.