Recently, some companies that are committed to branding are vying to find image spokespersons, and this has become a hot topic for industry professionals. Some companies spend huge sums of money to be popular as a singer, and some famous sports stars to endorse. Enterprises spend money to buy faces, and stars collect money to sell foreigners. This is an unobjectionable thing, but companies may be counterproductive in order to rush to become famous.
Celebrity endorsements only enhance the visibility of products and brands and consumer attention, but they do not fundamentally change consumers' perceptions of brand value and brand image. So don't overestimate the value of a star for a product or service promotion, consider the best price/performance ratio. In fact, trying to unilaterally use the support of stars to maintain brand awareness is not enough.
In the circle of luxury brands, there are always people who insist on their many years of tradition and resolutely say no to celebrity endorsements. The most typical example is Hermes, which has a history of more than 100 years. Their bags are calculated using six digits! Since the beginning of the 20th century, it has been sought after by various celebrities and stars. Although there have been champions at the level of Wang Hao, they have never been keen on celebrity endorsements. In their eyes, all customers are the same and there is no need to divide them.
Besides, do you think there are stars who dare to endorse the most classic Kelly bag? Hermes does not look for a celebrity spokesperson's position as a rock, this is indeed a low-profile high profile. There are also a few luxury brands with attitudes like this. They generally think that it is difficult to find a suitable spokesperson. Secondly, they are afraid that the level of products will be “pushed down†by the spokesperson. In the end, they are afraid of spending a lot of money and have not received corresponding results.
In addition, some luxury brands are also worried that the negative news of the star has affected their own business and abandoned a similar plan. Chen Chaohong, a senior designer in Hong Kong's design industry, has been responsible for the image packaging of many large companies. He does not agree with the use of celebrity spokespersons for fashion brands. He believes that the effectiveness of celebrities is often exaggerated. In fact, many brands have also eaten "star losses." . Recently, many celebrities have exploded scandals and their prices have fallen sharply. The news has been abandoned by the brand. Take the famous model Kate Moss as an example. Her drug abuse scandal last year caused many businesses to suffer losses, and almost dragged down some painstaking brands. And from another perspective, the influence of a star is always limited, there are many ways to push products, why not find a more "healthy"?
From this point of view, the celebrity endorsement is a double-edged sword, the opposite of the love house and the black is the rest of the evil. The era of diversity in culture and communication has led to the era when stars have become absolute lover. Everyone has their own preferences for the stars, and relying solely on the charm of a certain star can only appeal to some people, and even arouse the resentment of some people.
A typical negative textbook is that Chanel invites singer Li Wei to be the spokesperson for the Asian region. Unexpectedly, a group of ladies who have always supported Chanel in Hong Kong City said “no†to this celebrity endorsement. They think that Li Wei’s image and Chanel are on a noble route. French brands do not match. The class ladies were too dissatisfied with the catharsis, and they also sent a letter to Chanel Hong Kong to make a complaint. If they did not receive a satisfactory response, they would not rule out the group to buy Chanel to protest.
Top brands represent the most fashionable concepts, the most luxurious appearances and the most expensive prices. The popular stars and top models have an enviable life, always the focus, and the strong promotion team will continue to intensify. After all, they will bring Everything we yearn for, our dreams of luxury in our plain life.
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