Advocate is a broad concept, system and takes it, it refers to a business or organization profit or public interest objectives of information dissemination services of special officers. Spokesperson can exist in commercial areas, such as many famous companies in Advertising; also be seen in the activities of government organizations. If we further refine the areas of commercial marketing, it can be divided into corporate spokesperson spokesperson spokesperson for the spokesperson and product categories, which are to be included with an include relationship. Different types (categories) spokesmen have its own separate functions and requirements, specific to the corporate level branding, marketing and advertising of our staff is proficient in the necessary image spokesman. Image Representative functions include a variety of media campaigns, dissemination of information on the brand and expand brand awareness, recognition, etc., involved in public relations and promotions, close communication with the audience and to facilitate purchase of acts, achievements brand reputation and loyalty.
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Image Representative of the type and function
Overall speaking, the current spokesman for the image can be divided into two categories, namely high-and low credibility credibility-based. High confidence is a certain type of spokesperson credibility, influence and power of the public dissemination of the figures, they are generally in a field of celebrity, expert or authority. If the entertainment industry stars, such as the research community of scholars; In general, high confidence based spokesman for the function is that it can be extremely persuasive to appeal to spread the brand and the value of content, some high-involvement products brand, should adopt this type. Such as the world watches omega valuable employment supermodel Cindy Crawford for endorsement.
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Design Image Representative
Image representative _select_ion of the same in return and risk. In brand building, _select_ the spokesperson is not a racking our brains to do, but a strategy and systems engineering. How to choose the line with brand positioning of "potential shares"? How to maximize the image of the spokesperson of the peak? How to avoid the risk of using the image of the spokesperson? When risks occur, how to adopt remedial measures? _Select_ed image of each company spokesperson could not be avoided. (1) spokesperson consistent with the brand's personality Personality is the soul of the brand, which reflects the value of the brand meaning, brand owners will determine the different consumer groups. Such as the Lux brand personality is noble, Marlboro's personality is masculine, heroic. Similarly, the spokesperson also have different personalities, some mature and stable, and some youth fashion ... ... spokesperson consistent personality fit with the brand personality is the key to optimize the effect of brand communication, both only a concerted, precision docking, image representative to perform well connotation of the brand's personality, reflect each other, to add luster to the brand image; If both inconsistent and even contrary, will only dilute or damage the brand image, brand loyalty will lose part of the heart. Personality of the brand personality and spokesperson for the brand communication effects consistent with optimizing the key. As mentioned earlier, spokesman personality varied, sophisticated, or calm, or the young and lively, or gentle, or rough and simple. Person's personality is shaped by society, in reality, the different personalities reflected the different human spirit and individual values; brand personality also produced in the society, it is on the market value of a cell body, is the business philosophy and culture invisible miniature. To revert to the brand personality and the market society, access to market-based energy, we must find the matching symbol carrier, the carrier is the spokesperson. Only the brand personality and spokesperson for accurate docking personality, identify the identity of communication will produce effectively establish and strengthen the brand's unique position in public. For example, Coca-Cola and its spokespersons to meet the individual docking principles: Coca-Cola brand personality reveals the free, unrestrained, enthusiasm, dedication and forever young, always a factor, the spokesperson for youth has always been a favorite new generation of idols such as Nicholas Tse, Zhang Zhen Yue, etc. They got all exudes youthful energy, better fit the requirements of the brand personality, brand image of Coca-Cola can long maintain so fresh appeal. Skyworth TV the other hand, launched an ad before, but to the ancient emperor emperor (Liu Wei ornaments) to recommend: "I am satisfied!" TV, not to mention the time gap created awkward, high above the dignity of the emperor and Skyworth advocacy Lengjun practical, common personality is the opposite. Similarly there is Empress Wu (Liu Xiaoqing ornaments) and a combination of tcl ace, also is one kind of dislocation in the butt. (2) target marketing segmentation of regionalization and coordination spokesperson different types of enterprises Different characteristics of the product, in the use of spokespersons should be the first corporate marketing objectives from the start to consider the regional spokesman for the choice. Regional characteristics of the market is now more prominent, consumers in different regions have different consumer attitudes, consumption patterns and economic and cultural background, corporate marketing strategies should be adapted to local conditions, can not engage in "one size fits all." Accordingly, the spokesperson should be the choice of Yi Yin territory to another. According to the survey show: Celebrity ads will appear in the tendency of same-sex attraction, the female consumer preference for female celebrity ads, and consumers prefer male male celebrity ad. Thus, we were in the market process, to grasp the marketing objectives of the regional studies, regional audience to understand the values of life, but also track the social fashion, analysis of trends and characteristics of famous stars find the marketing goals and spokesperson of the the best combination between the points. (3) the product life cycle and spokesperson Brand is immutable, and should over time and are becoming increasingly viable. However, under the brand products, is changing. This change is not only reflected in the kind of growth and product line extension, but on the product itself in the single change in the life cycle. Product life cycle, including introduction, growth, maturity and decline. Generally speaking, the relationship between spokesperson and product image in the audience more firmly in mind, that the more successful the ad, once the spokesman for the decline in popularity and personality, brand image will suffer. Therefore, potential business owners who are growing for the product, you should try to avoid those popular at its best, or in recession after a spokesman. (4) advocate a new model United States-day high international advertising company (bbdo) spokesperson for the customer looking for prior to the first product under investigation "user image", that is the target consumer in mind that users of a brand's image. Based on quantitative statistics and then use the results to determine the most relevant and brand affinity index of the largest "user image" as the spokesperson. bbdo of this model gives us a revelation: not necessarily have to be ready spokesperson, he can man-made "combination of manufacturing", so that opened up a non-celebrity celebrity endorsement route. For example, an eyewear brand, based on "user image" of the survey that consumers of the brand should be white-collar wage earners, then the advertising companies can be found in real life combination of various elements into a "prototype", and in the dissemination of with the brand image will be the organic integration. The so-called mortal successful ads, new advertising that is produced. (5) advocate "monogamy" Turn on the TV, we often find a way just a spokesperson for a complete advertising, once ran one place for b ad. Spokesmen for the growing frequency of "cursory guest", making a booming advertising market. However, the spokesman for "a number of married women", four "show", as well as many kinds of products for advertising companies, to become advertising stars at the same time, they have made their endorsement of the brand in the minds of the audience the impression that the increasingly chaotic blurred. This phenomenon has begun to attract the attention of the industry. In view of this, for enterprises, looking spokesperson, not only to analyze their popularity, personality, and regionalization of other factors, should also consider the specificity of his, that is, whether the brand "loyalty." If you found each other "infidelity", they should immediately pass out and move on is good; the spokesmen for the attitude should be the spirit of self-respect and self-discipline for the sake of contracting parties, the statutory term of the contract strictly "monogamous" . In fact, the wise will choose their own businesses spokesmen also have a choice, will not easily accept other people's "hospitality" Otherwise, if the product quality problems or the business reputation will be damaged his own image, tarnished his reputation. Spokespersons and between enterprises on the contract form, the industry is currently no uniform standard, often leaving the event of default contract a dead letter. Therefore, the spokesperson and improvement of the market, but also the cooperation of government and industry organizations to accelerate the field of standardization, legal construction, so that enterprises and advocates could form a harmonious, stable "family." Under the current circumstances, at least to prevent the next of kin of "polygamy" phenomenon, which does not allow the same spokesperson also for the same product category for a number of brand endorsements. (6) straighten out the brand with the star between the primary and secondary If celebrities advertising, consumer advertising only remember the star, or even remember the star's every move, that is, can not remember what brand, star of light covered the brand, the brand become a green background star Yeh, this is the failure of celebrity advertising. Although the need for stars to participate in celebrity advertising, but advertising should be the real protagonist of the brand or product, the star just props. Therefore, enterprises celebrity endorsements in the ad, please be sure to straighten the brand relationship with the primary and secondary stars, to avoid overwhelming and confusing, the star made famous ad-man show, and then big star, he must serve the brand. Spokesperson in branding a sword, enterprises can transport front unimpeded, invincible, not only to sophisticated fencing and the sword itself is also sharp. Coupled with better skill only good swordsman sword is regarded as the perfect combination. Enterprises in brand building process, the spokesperson should be carefully studied, _select_ed the sword, and Enhancing strength, make good use of strategies and techniques to fight in the market to navigate, score one victory!
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_Select_ Image Representative
So what is beginning to choose its representatives? Is clear what they want, what they could afford, which is to choose the work begins. _Select_ spokesmen need to consider many factors, such as: actor, actress; spokesman for the visibility, style; spokesperson reputation, age; spokesperson for the well-known region, area; enterprise scale, product; market size, region; brand positioning and visibility; business advertising investment scale; brand's target audience and product consumption of objects. So many factors can be many permutations and combinations of programs, often allow enterprises have no choice, this man line, that Ye Hao, another one is not bad, often end may still be decided by subjective preferences of decision makers, it is impossible to produce a consumption a spokesperson who preferred to enhance the brand image of the phenomenon and best-selling products. Too much emphasis on what part of the business enterprise spokesman for the personality style and ah, and so the same theoretical principles, the lack of consideration of the actual business situation, the method of choice theory of planning most people feel and rhetoric, especially for SME development and the brand, is not conducive to choose to _select_ the appropriate spokesperson. I think the choice advocate must understand that different brands have different stages of the _select_ion principle and should be the object, clear this point to facilitate the conduct of a reasonable and harmonious pairing, to achievement business to deduct the purpose of enhancing the impact of the brand. Right is right, the target consumers like is good! With "God" Way of the problem, spokesman for the corporate image choose the most important principle is clear the stage of business development, brand goals, and can withstand the cost of finding the right, reasonable and in tune Brand Ambassador. _Select_ corporate image is the new spokesperson winning strategy, match is on! For the expansion phase in the development of small and medium enterprises, brand awareness is not high and the economic strength is not strong enough to _select_ the most important factor is the spokesperson spokesperson popularity and price, and the fan base rate of the number and exit the level, rather than pursuing the public visibility of the so-called star because companies do not have enough inputs to support a large well-known spokesmen for (first-line stars) costs and promotion costs, regardless of your stage of business development and affordability, the spokesman stressed that the visibility of corporate one-sided, and finally to deviate from the original purpose, not only failed to effectively enhance the brand image, but because the input is so high that the loss of support of enterprise business development is the lifeblood and decline. If we take into account the status of corporate and brand development goals, change to choose the stage, awareness is high among the range of "non-front line" star, businesses, and spokesmen each other, mutual benefit and may produce a small broad effect, because it spokesmen for the low cost category, while a relatively high appearance rate and the loyal fans, can make up for lack of investment in corporate advertising: a wide range of fan base and he can drive sales, the so-called double benefit. DBTEL choose to do as the spokesperson Sammi Cheng, spokesman for the maturity of the new brand image and not entirely consistent with the constitution, did not produce it should improve efficiency, the results do not enable enterprises to grow and develop. Choice in many developing SMEs Chow Yun Fat, Tony Leung, big stars do voice line, not a fee to support the costs of promotion, consumers can see the bulk of the image plane to a few, generally does not produce very good brand association will not be able to quickly enhance the brand's original purpose, because small wearing a big hat big momentum but was overshadowed by a big star, did not cause consumers to the brand image of the spokesperson from the association, remember the stars and not remember the brand, failed to be implemented may be a huge fee for endorsement. For large mature big brands of large enterprises, the enterprises have sufficient strength at this time for advertising promotion and publicity, has been well-known brands need to enhance reputation and visibility of maintenance, no need to rely on popular and photographed spokesperson to assist in publicity, he needs most is to build character and brand image spokesmen perfect harmony. Choose the spokesperson for the spokesperson of the temperament characteristics of the time, public awareness, moral consciousness and even become a major consideration for the first factor, All times, indeed, with its brand ambassador became a hit, but also implicated by the spokespersons from the doldrums, more just remember the spokesman for the star phase, but forget the embarrassing things the core brand. The spokesperson for this company in the _select_ion process must consider the physical key business factors, not because of his high-profile, regardless of their strength, blindly driven forces. Do celebrities spend huge amounts of money to advertise and forget the company's investment in product development, and perhaps a moment of huge investment in the short term will increase visibility, sales rise, but short term increase in sales does not mean you can capture the market, is often the product brand short-lived. At the same time the big star with charisma and influence but will conceal the brand itself has little "charm", the bright lights in the big stars are highlighted under the appearance of the image of a vague concept of the brand, the entrepreneur should pay attention to when choosing spokesmen avoid small wearing hats, because it not only can not hold big brand but may be overwhelmed. This star is more focused advertising strategy is to increase brand awareness and promotional products, companies need to simultaneously improve the quality of the products increase with the brand of both phenomena, a hundred years to be a successful brand. Spokesman for the choice of corporate image must be considered its own brand of physical, and then find the right target, as we find the object, as appropriate, to each other is fundamental to progress together, not to have climbed the dragon phoenix ask for the moon with the delusion. The relationship between business and image of the spokesperson owners and professional managers as the relationship can only be interdependent and work together.
Translated by Google
_Select_ Image Representative
So what is beginning to choose its representatives? Is clear what they want, what they could afford, which is to choose the work begins. _Select_ spokesmen need to consider many factors, such as: actor, actress; spokesman for the visibility, style; spokesperson reputation, age; spokesperson for the well-known region, area; enterprise scale, product; market size, region; brand positioning and visibility; business advertising investment scale; brand's target audience and product consumption of objects. So many factors can be many permutations and combinations of programs, often allow enterprises have no choice, this man line, that Ye Hao, another one is not bad, often end may still be decided by subjective preferences of decision makers, it is impossible to produce a consumption a spokesperson who preferred to enhance the brand image of the phenomenon and best-selling products. Too much emphasis on what part of the business enterprise spokesman for the personality style and ah, and so the same theoretical principles, the lack of consideration of the actual business situation, the method of choice theory of planning most people feel and rhetoric, especially for SME development and the brand, is not conducive to choose to _select_ the appropriate spokesperson. I think the choice advocate must understand that different brands have different stages of the _select_ion principle and should be the object, clear this point to facilitate the conduct of a reasonable and harmonious pairing, to achievement business to deduct the purpose of enhancing the impact of the brand. Right is right, the target consumers like is good! With "God" Way of the problem, spokesman for the corporate image choose the most important principle is clear the stage of business development, brand goals, and can withstand the cost of finding the right, reasonable and in tune Brand Ambassador. _Select_ corporate image strategy is to advocate for winning novel, is the match! For the expansion phase in the development of small and medium enterprises, brand awareness is not high and the economic strength is not strong enough to _select_ the most important factor is the spokesperson spokesperson popularity and price, and the fan base rate of the number and exit the level, rather than pursuing the public visibility of the so-called star because companies do not have enough inputs to support a large well-known spokesmen for (first-line stars) costs and promotion costs, regardless of your stage of business development and affordability, the spokesman stressed that the visibility of corporate one-sided, and finally to deviate from the original purpose, not only failed to effectively enhance the brand image, but because the input is so high that the loss of support of enterprise business development is the lifeblood and decline. If we take into account the status of corporate and brand development goals, change to choose the stage, awareness is high among the range of "non-front line" star, businesses, and spokesmen each other, mutual benefit and may produce a small broad effect, because it spokesmen for the low cost category, while a relatively high appearance rate and the loyal fans, can make up for lack of investment in corporate advertising: a wide range of fan base and he can drive sales, the so-called double benefit. DBTEL choose to do as the spokesperson Sammi Cheng, spokesman for the maturity of the new brand image and not entirely consistent with the constitution, did not produce it should improve efficiency, the results do not enable enterprises to grow and develop. Choice in many developing SMEs Chow Yun Fat, Tony Leung, big stars do voice line, not a fee to support the costs of promotion, consumers can see the bulk of the image plane to a few, generally does not produce very good brand association will not be able to quickly enhance the brand's original purpose, because small wearing a big hat big momentum but was overshadowed by a big star, did not cause consumers to the brand image of the spokesperson from the association, remember the stars and not remember the brand, failed to be implemented may be a huge fee for endorsement. For large mature big brands of large enterprises, the enterprises have sufficient strength at this time for advertising promotion and publicity, has been well-known brands need to enhance reputation and visibility of maintenance, no need to rely on popular and photographed spokesperson to assist in publicity, he needs most is to build character and brand image spokesmen perfect harmony. Choose the spokesperson for the spokesperson of the temperament characteristics of the time, public awareness, moral consciousness and even the first consideration to be the main factor All times, indeed, with its brand ambassador became a hit, but also implicated by the spokespersons from the doldrums, more just remember the spokesman for the star phase, but forget the embarrassing things the core brand. The spokesperson for this company in the _select_ion process must consider the physical key business factors, not because of his high-profile, regardless of their strength, blindly driven forces. Do celebrities spend huge amounts of money to advertise and forget the company's investment in product development, and perhaps a moment of huge investment in the short term will increase visibility, sales rise, but short term increase in sales does not mean you can capture the market, is often the product brand short-lived. At the same time the big star with charisma and influence but will conceal the brand itself has little "charm", the bright lights in the big stars are highlighted under the appearance of the image of a vague concept of the brand, the entrepreneur should pay attention to when choosing spokesmen avoid small wearing hats, because it not only can not hold big brand but may be overwhelmed. This star is more focused advertising strategy is to increase brand awareness and promotional products, companies need to simultaneously improve the quality of the products increase with the brand of both phenomena, a hundred years to be a successful brand. Spokesman for the choice of corporate image must be considered its own brand of physical, and then find the right target, as we find the object, as appropriate, to each other is fundamental to progress together, not to have climbed the dragon phoenix ask for the moon with the delusion. The relationship between business and image of the spokesperson owners and professional managers as the relationship can only be interdependent and work together. The spokesperson for the entertainment industry and more sports stars, celebrities in the past mostly proprietary. In the image speak more and more everyday of the circumstances, many advertisers aimed at the people the image of the people speak. Super Girls talent is a case, Miss Universe, ambassador to the image speak in the form of more and more diversified up.