Don'T Let Stars Steal The Fame Of Brands.

Star is a scarce resource, and has strong influence at the same time. Therefore, celebrity endorsement has increasingly become a marketing tool for many enterprises.

But sometimes stars are not good, but they are often self defeating, and even bring devastating blow to enterprises.

First of all, with celebrity endorsements, stars should be subordinated to brand scenes rather than brands attached to celebrities, which are absolutely two different effects.

Many international top brands use celebrities when they are using stars. They often do not show the bright side of the stars. Instead, they show their ordinary people's scenes. For example, Louis Weedon uses Gorbachev endorsement advertisements. The basic scenes are the dark sky, the dilapidated Berlin wall, and the black old cars. In the lens, after the meeting, Gorbachev passes by the Berlin fence and passes the LV travel bag beside her. Her right hand holds the door handle, and her eyes look out of the car to show a hero's declining fatigue state. Carrying a LV traveling bag is a very natural state. People will remember the scene of the LV consumption scene because of this advertisement, instead of focusing on Gorbachev.

Nowadays, many brands use celebrities (global brand network), the usual mode is that the stars take the advertising endorsement products, then shout the product brand name, or jump and jump, finally play the slogan of the brand, the last direct advertising effect is that people often remember the stars, ignoring the brand, because in such a scenario, the star's weight is far greater than the brand itself.

The star must conform to the brand's scene, let the star become the leading role of the story, only then may reveal the brand's appearance precisely, otherwise it will easily fall into the conventional pattern.

Second, with celebrity endorsement, the star's internal temperament and personality should be consistent with brand realization.

Each star has its own temperament and personality, and has its own brand image in the public. For example, some stars are more loving, some stars are independent and so on. These qualities no matter how the advertisements are demanded, it is difficult to change. Therefore, brand endorsement can not be a demanding and exclusive star to deduce an easy-going and friendly scene, and the result is to make the advertisement of the entire brand look very stiff.

In addition, it can not be a swarm of bees, the current influential star resources tend to be hyped up to a very high value in a certain period of time, such as Liu Xiang and Yao Ming before and after the Olympic Games has been countless brands, but whether these stars match the brand to express the personality, but it is worth pondering. Sometimes, the high price influence may not have a positive effect, just like the trouble brought by Dior to Sharonstone, star's behavior and behavior are not judged from the surface, some stars are sunny but the intrinsic value is not healthy.

Again, is it necessary to use superstar endorsement, brand need to seriously consider.

Many consumers like popular stars. Some consumers hate stars. For example, for many middle school students, a star like Super Girls can impress them. For college students, there is a lot of rationality. College students like people who are similar to themselves to endorse brands, so the more superstars do, the better the results will be.

Therefore, celebrity endorsement is not a brand name. It is not a star that can be applied to the brand. The price of celebrity endorsement is still high. Enterprises should have a systematic evaluation system.

In the end is to let celebrity endorsement brand, or brand foil stars, is in the star endorsement when need to think.

When star resources are overcooked, their value to the brand will be diminishing.