Cabinet company celebrity endorsement effect four types

Nowadays, many cabinet companies have begun to use the celebrity endorsement form to achieve the cabinet brand promotion effect. However, due to the different ways of star selection, the brand promotion effect is not the same. Specifically, the effect of star propaganda endorsement is mainly divided into four categories.

Star is a supporting role, corporate brand is the protagonist

In this category, the star is just a spokesperson for the company to interpret the brand concept of the company at a certain stage or part of the product line of the enterprise, such as the main product. In this realm, we are on the two music------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ It is not a celebrity endorsement to lead a corporate brand. This is the embodiment of maximizing the effect of celebrity endorsements. Celebrity endorsements are an integral part of corporate brand strategy, rather than many cabinet companies like the ones now bet on celebrity endorsements. Therefore, cabinet companies want to maximize the effect of celebrity endorsements, and it is necessary to change the relationship between celebrity endorsement and branding.

Red star is closely integrated with brand proposition and brand concept

Companies that can achieve this brand of endorsement in the realm of the brand are already rare in China's cabinet companies, and there are only a handful. In the star brand image and the company's brand image, brand advocate organic integration, seamless integration, to play greater effectiveness, the cabinet company's brand should be more mature to the apparel industry, beverage industry and other fast-moving consumer goods industry endorsement learning, they are The choice of brand spokespersons, the matching with corporate brands, and the integration of corporate brand propositions and ideas are indeed much better than cabinet companies.

First-line star brand endorsement

The bigger the number of stars, the stronger the strength of the company, and the greater the influence and shock to the dealers and end consumers. If the company can continue to advertise the brand spokesperson through mass media such as CCTV or local Taiwan, it will have a positive effect on the brand awareness of the company and the driving of the terminal sales. However, the endorsement of such a popular star is basically a "lalang match". The temperament, character, image and brand of the star itself are not well matched and interpreted. Often the star's style overshadows the corporate brand, consumers may remember the star, but forget what brand he or she endorses; even some stars and corporate brands simply do not. For example, some brands have packaged themselves into European brands but have invited a domestically more orthodox star without European temperament. As a result, the terminal has poor landing performance. The dealers are not willing to embody the stars in the terminal store, resulting in two stars and brands. Leather, the effect is greatly reduced.

General star brand endorsement

This is a brand endorsement of the lowest level. This kind of enterprise generally has limited strength, and can only ask the stars of the second and third tiers and even the stars who are too angry to endorse. After all, stars, regardless of size, always have a star effect. This is an important brand building means and brand fast-track for these cabinet companies to be distinguished from other brands in the industry. Very simple, the star is the brand, not the star is hard to say is the brand. This is very effective for dealers of these companies. It will give a shot of strength to the dealers' confidence in this corporate brand, but the time for their effectiveness will not be too long. It also has a certain effect on the investment of enterprises, but the effectiveness is basically reduced with time. Due to the relatively limited strength of these enterprises, CCTV or local advertising is basically rare or not. The influence of celebrity endorsement is very limited, and it has no effect on the end consumers. The role of dealers will also be attenuated within one year of the star. . Star celebrity has little to do with terminal sales.

If the cabinet company wants to ask the celebrity endorsement, you can use the above scale to measure which level and realm you are in. Brand endorsements may be good medicines or poisons for some companies, but they are definitely not a panacea. How to play the biggest effect of star brand endorsement is worthy of serious consideration for every cabinet company.