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产品找明星代言,利用明星的眼球效应提升产品的知名度,是众多商家选择的一大营销策略。如果两者融合得好,可以促进双方共同提升。但是找对明星、找准定位并不容易。从演艺界到体育界,从“超女”到世界冠军,谁的人气旺找谁代言,丝毫不考虑代言产品的品牌内涵、市场定位与明星的受众认可层面是否一致。如此这般,不仅不能提升影响力,反而导致品牌定位的混乱。细观豪雅,所选多为高端运动,所选多为具有相当国际影响力的体育明星。标榜运动理念的手表与体育巨星结合,明星成为豪雅表内涵与风采的最佳体现。
Star celebrity product endorsements, the use of star eyeball effect to enhance product visibility, many businesses choose a major marketing strategy. If the two are well integrated, they can promote mutual improvement. But find the stars, find the right position is not easy. From the entertainment industry to the sports industry, from the “super girl” to the world champion who sought the endorsement of popular, did not consider endorsement product brand connotation, market positioning and celebrity recognition of the audience is consistent. In this way, not only can not enhance the influence, but lead to confusion in brand positioning. Magnificent TAG Heuer, selected for the high-end sports, mostly selected for sports stars with considerable international influence. Flaunt sportsmanship watches and sports superstars, stars become TAG Heuer content and style of the best expression.