From just ended, the industry's leading trade show-2010 Shanghai Chuweizhan, already feel the home building industry's best wind blowing brand advocacy, and there are worse. Apollo bathroom invited Michelle Reis and carry out the day meeting with a star, and into the native invited Lin Chi-ling, CMS, a fad in the bathroom, three Guo jingjing star in advertising has a prominent position in the Pavilion of the post. Other relatively small brands also please brand advocates, such as Apple bath is familiar audience, but also called on the name of the so-called "little King" Kung Fu Wu, and so on. In addition to previous constant Kit please a PU cunxin, huida invited sunli, brand advocacy of wind is like a prairie fire of fire spread in sanitary ware, flooring, furniture, cabinets, furniture stores, and many other home building materials industries in the corner. Like the brand advocacy has become a brand growth of fast track, many companies pull out all the stops, catch the star endorsement of an express, you strike me on stage to sing, JI brand in rapid popularity within a short period of time.
Throughout China home building materials industry please star do brand advocacy, the writer summed up, probably divided into four levels.
The first level is to make two or three stars or gas star brand advocacy, this is a minimum level of brand advocacy. This limited the General strength of enterprises, only requests the third line of Star even before gas to advocacy. After all, no matter what size, will star in a little star effect. It is these enterprises from other trade-name or small brand is an important means of brand building and brand development in the fast lane. Quite simply, a star is the brand, not to say, star is the brand. This tactic on their dealers, dealer on the corporate brand of confidence boost will beat a cardiotonic, but since the time of validity is not too long. -To-business merchants also have some effect, but the basic effect over time. Due to the relatively limited enterprise strength, CCTV or place advertising basic little or no influence over the star Rep was very limited, basic to the end consumer, has no effect on the dealer's role in a star, after years of very powerful attenuation. Star endorsement on the Terminal sales of almost no pulling it.
Second levels is a line when the Red Star brand advocacy. This requires manufacturers to cut more hard cash is a great strength of enterprises. Please star more high cards, explains enterprise strength is abundant, the Distributor and the end consumer's influence and shocking. If the enterprise via CCTV or local stations, and other mass media continually put brand advocate of advertising, on the enterprise's brand recognition of lifting and pulling of Terminal sales will have positive effects. But such a line when speaking of the Red Star, basic belong to "matchmaker", star's own temperament, character, image and brand you want to convey to consumers of temperament, character, image didn't go to a good match and deduction. Often the star style over the corporate brand of elegance, consumers may remember the stars, but forgets his or her what brand of voicing. Or is the star and the enterprise's brand is not on the side, or even the opposite. If some brand packaging into their own brand of Europeanization, a comparison of the Orthodox in China do not have the temperament of the stars, learn the results of the Terminal landing was bad, the dealer is not willing to reflect on the Terminal shop star, Star and brand is two pieces of leather, the effect is greatly reduced.
The three realms is a line when the Red Star and with brand advocates, brand concept, and make clear some impact brand slogan. To do this a fad of Bourns brand enterprise in Chinese domestic building materials industry has been one of the rarely,. Speaking of actually like Jiang Wen home selling-buying "pack the House, furniture, I just come home," a slogan that is very good, at least make the consumers mind. In the star's brand image and corporate brand image, brand advocates organic integration, seamless, greater effectiveness, the home building industry brand should be more mature and garment industry, beverage industry, such as FMCG brand advocacy, they brand advocate of choice, and the corporate brand of matching, and corporate brand proposition, idea integration, done than home material business.
The four levels are highest realm, China's domestic building materials enterprises also have a business can achieve this level, but can be hard. The star is supporting the enterprise's brand has become the protagonist. Star is but one stage of interpretation of Enterprise Enterprise brand philosophy or Enterprise portion of the product lines such as the flagship product of a mouthpiece. This realm we in two music – delicious and Pepsi-Cola brands, strong kuaixiaopin on such as Procter and Gamble's segmentation product line, can feel the rapidly changing star or stars, is the leading star of voicing Enterprise instead of stars to lead corporate brand advocacy. Star endorsement is an integral part of the brand strategy, instead of most Chinese home building materials enterprises the Po are kept in custody in Star endorsement.
Home building materials enterprises in China, if you want to please star endorsement, use the above measure yourself to the end at all levels and realm, brand advocacy on some enterprises may be good medicine or poison, but definitely not a panacea. How to play star brand advocacy for maximum effect, is worth every home building materials enterprises seriously thinking about the topic.
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