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体育明星的无形价值要顺利的转化为商业价值,最终要来自于消费者对产品的品质,对品牌的服务等的综合认可,并不是说拥有很高知名度就一定可以拥有市场的位置。请谁代言,最重要的是要与产品的定位、市场策略等相符。选择明星代言人的明智方案企业与体育明星合作的目的不外乎以下几种:一是希望借明星热带动产品热二是希望消费者将对体育明星的喜爱转嫁到品牌上:三是希望将体育明星的人格特征溶入到品牌中,促使其品牌的人格化。
The intangible value of sports stars must be successfully transformed into commercial value. Ultimately, it should come from consumer’s comprehensive recognition of product quality and brand service. It does not mean that a person with a high reputation can certainly have a market position. Who is the endorser? The most important thing is to be consistent with the positioning of products and marketing strategies. The wise choice of celebrity spokespersons The purpose of cooperating with sports celebrities is nothing more than the following: First, hope to borrow celebrities tropical hot products. Second, hope that consumers will transfer the love of sports celebrities to the brand: The third is to hope that sports The star’s personality traits are incorporated into the brand and promote the brand’s personification.