Brands spokespersons in the lighting industry have only been a few years old, but many companies, including spokespersons, are more superficial in terms of brand spokespersons. They believe that brands and companies will be infinitely successful with the help of celebrity effects. However, the selection of brand spokespersons is not a matter of slap, but a strategy and systems engineering. For lighting and lighting companies that have or are hiring brand spokespersons, this article may give them useful inspiration.
Brand spokespersons have appeared in China for more than 20 years, and many companies have spent huge sums of money in the actual operation to invite the stars to advertise and finally smashed. "The chickens did not catch, and they eroded a meter." The star you have found is famous and influential, but does his (her) personality match the personality of your brand?
The first element of selecting a brand spokesperson is to consider whether the temperament personality of the spokesperson matches the brand, not the size of the star's fame, and the best is the right one.
In 2001, the famous French brand CHANEL hired the popular singer Li Wei as the spokesperson for the Asian region. However, he did not expect to attract a strong dissatisfaction from a group of Hong Kong high society ladies. He suggested that CHANEL be replaced as soon as possible. They believe that CHANEL has been showing the image of elegant and noble lady for nearly a hundred years, and Li Wei's personality is more like the British hot girl, and the image of CHANEL is out of place, wearing DG or DKNY brand is more suitable.
Another famous French brand LOUISVUITTON, when the song singer Faye Wong sang for his brand endorsement, Faye Wong's unique temperament of the oriental interpretation of LOUISVUITTON brand connotation, has been welcomed and sought after by many of the brand's enthusiasts. The image of Faye Wong adds a lot to the LOUISVUITTON brand. Today, many people still talk about Faye Wong’s endorsement image.
The same is the famous French brand hired the popular singer endorsement, why is the effect different? The fundamental reason is whether the temperament personality of the spokesperson is consistent with the personality of the brand.
Personality is the soul of the brand. It embodies the value connotation of the brand and determines the different consumer groups that the brand has. For example, Lux's brand personality is noble, Marlboro's personality is masculine and heroic. Similarly, spokespersons also have different personalities, some mature and steady, and some youthful fashion... The endorsement personality is consistent with the brand personality is the key to the optimization of brand communication effect. The two are only coordinated, accurate docking, brand spokesperson can perform well. The brand's individual connotation, mutual radiance, add luster to the brand image; if the two are inconsistent or even contrary, it will only dilute or even damage the brand image, and will lose the hearts of some brand loyalists.
For many years, Pepsi's image spokesperson changed and changed, from Zhang Guorong in 1988 to Liu Dehua, Chen Huilin, Jay Chou, Jolin Tsai, Aaron Kwok, F4, Dawn, Louis Koo, Adu, RAIN, Edison Chen... In fact, it seems to be chaotic. The star team is not difficult to find out the law, that is, Pepsi Cola is always the favorite favorite star of teenagers, because these stars are in line with Pepsi's "new generation of choice" brand positioning.
After the "Super Girl" was released from the seat in 2004, Mengniu was not used by the champions and runners. Instead, she chose the third name Zhang Hanyun as the brand spokesperson for Mengniu sour milk. Many people were puzzled. In fact, Zhang Hanyun's sweet smile, youthful and lovely image vividly expresses the brand connotation of Mengniu sour milk "youth, vitality, dream". Zhang Hanyun's image endorsement makes Mengniu sour milk quickly become popular in the national market, 2005 Mengniu sour milk The sales exceeded 2.5 billion yuan. The abandonment of the championship runner-up and the selection of the third runner-up Zhang Hanyun also showed the sagacity of Mengniu's strategy of using the brand spokesperson.
1 2 Next Page 