Brand Respected Sports Stars “scarce Resources” Secret Game
“Sharapova is special? Her so special?” War back in 2006 Martina Hingis was not without jealousy “live” evaluation of Sharapova.
From cars to perfume, fear of large international brands to miss her, and Maria Sharapova have some favored “excessive.”
In fact, China’s sports stars are increasingly respected by the brand. Horizon Research 2005 survey of Chinese urban consumers attitude toward advertising advertising Report on the relevance of 5 great attitude analysis, the analysts come to an interesting general conclusions: good sports stars as the ad image than the actress better suited to audience figures ad attitude. From Tian Liang, Guo Jingjing to Yao Ming, Liu Xiang, people more and more in TV ads to see them smile or posture, or warm and supple. How to Make the charm of sports stars? Maximize the commercial value of sports stars and the effect of corporate brand communication exists between the kind of game?
Most concentrating on so few sports stars, who is also responsible for a number of brand spokespersons. Enterprises should be beside such a “trendy” it? Brand in its endorsement of the confusion, consumers can clearly hear the voice of your brand it?
“Scarce resources” Where is the border of commercial extreme?
Like a flower and splendid age, slim build proud, decent shot game, both strength and beauty, clear and thorough personality, well versed in business, this is Sharapova’s total capital, through participation in various business activities, Sharapova can get about 22.5 million U.S. dollars per year of income, and her tennis prize money of 2005 less than 200 million euros.
TAG Heuer, Honda, Motorola, Canon Electric, Nike, Prince racket, Parlux perfume, I-PLAY computer games, Colgate and Louis? Vuitton and other world’s top ten brands, without exception, this phase unlimited potential of the girl, she is simply the common piggy bank big business. Personal Care Products Colgate took a fancy to the image of Sharapova healthy, clean, sunny temperament, skin, beautiful hair; Sharapova TAG Heuer appearances in a warm temperament sometimes cold, and arrogant at times, the young appeal, the key moment Also calm magnanimity; communications products Motorola want to fashion and sports docking, Sharapova naturally be the best candidates; Canon photographic equipment to capture, display extraordinary skills on the pitch Sharapova, beautiful posture, bright expression … … Sharapova
consumers remember the endorsement of the brand? Signing of the well-known brokerage firm International Management Group (IMG) China President Gebo Jiang told reporters: “While select and Maria Sharapova signed a lot of co-brand, but this does not conflict, you can see they are all different industries top brands, These brands have a certain market and brand positioning in common. In fact, some brands also began marketing co-operation. ”
Sports stars of the commercial space is three-dimensional individuals, multiple personalities, complex emotions, these different brands according to their different needs can be extracted, to share. Joint degree sports bodies too, said Zhu Xiaoming, President, if the CCTV-1 prime-time advertising all Liu Xiang, the first three endorsement of different brands, this spreading effect of the three brands will be better, they are leveraging each other, of course, provided that at the same grade in different sectors of the brand positioning.
As a scarce resource, especially in the top of scarce resources and unlimited potential for Sharapova, by the charm of brand communications space but can not be unlimited.
True brand communications also need each other to help out, but only in different sectors of the market positioning of different brands fit only when the best results. Audience’s brand recognition and memory capacity is limited, when the public eye more and more scarce resources to carry the brand symbol, which is bound to have a victim. Commercial value of the development of sports stars how to determine the border, how to guarantee the value of brand communication symbols, it seems not only is the enterprise drawn, skillfully responsibility.
Kournikova’s fashion line is considered a successful star, but similar to the idea of Guo Jingjing has been questioned.
Sports Stars VS endorsement line, how to choose a celebrity beauty?
Fans around the world are looking forward to Hingis and Sharapova in the Australian Open final in the first collision, not the two skills in particular, more power is because the two both have good looks. It also depends on the demand for sports aesthetic needs. Sports in the final analysis is a way of life, but what choice between sports and entertainment, business intelligence is indeed different.
Kournikova general skills, able to spread in the fashion and entertainment to get great commercial value. Beckham the same game with the outstanding football player a lot of people, but the combination of Beckham and the Spice Girls was able to bring ultra-popular entertainment. Chinese diver Guo Jingjing also seems interested in trying this route
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