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The image spokesperson is a broad concept. Broadly speaking, it refers to the special personnel who carry out information dissemination services for the profit or public interest goals of an enterprise or organization. Spokespersons can exist in the business world, such as celebrities in many corporate business advertisements; they can also appear in government-organized events.

Spokesperson

The image spokesperson is a broad concept. Broadly speaking, it refers to the special personnel who carry out information dissemination services for the profit or public interest goals of an enterprise or organization. A spokesperson can exist in the business world, such as many companies

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Brand image endorsement Because of the needs of the brand's background culture, market positioning, product categories, and brand personalization, differentiation and other comprehensive factors, you can choose different image endorsement expressions, in order to reach the target audience more quickly and enhance brand awareness And reputation, the purpose of occupying the target market. The expression form of brand image endorsement is different according to the image endorsement object chosen by us, we can be divided into the following types:

1. Brand founder's image endorsement

For more than 100 years since the world economy entered the era of the brand economy, we find that many founders of legends and classic brands have a strong legendary color and personality charm that affect others because of their life experiences, their own character, and other factors. As the brand image spokesperson and the target audience for emotional communication, it can faithfully convey the brand cultural concept and value orientation, and achieve mutual emotional identity and soul resonance. For example, the American beauty brand "Mary Kay", the founder of her work, Mrs. Mary Kay Ash, struggled and tortured herself. It has strong temptation and seditiousness for women who desire independence and freedom and have their own career. Therefore, by Mary Kay · Mrs. Ash's own endorsement, coupled with the organic integration of her brand concept of "How do you want others to treat you, how you also treat others", easily captured many beauty-loving hearts. Estee Lauder, another American beauty brand, also used the brand's founder Mrs. Esther Lauder's struggle experience and "beauty is an attitude" to influence the target audience. China's computer industry leader Liu Chuanzhi has his own rich experience and profound knowledge, which is a very professional commentary for the promotion of the "Lenovo" brand. Similarly, Zhang Ruimin, president of Haier Group, from "smashing the refrigerator" to fully implementing "zero defect" quality management, As well as his personal strong acting style, they all formed Zhang Ruimin's unique personality charm and enhanced the strong appeal of "Haier" to the social audience.

2. Social celebrity image endorsement

Social celebrity image endorsements include scientists, sociologists, and social celebrities who have a certain reputation and influence in the media and the public. Taking social celebrities as brand image endorsements has high credibility and relative authority, and is easy to be accepted and recognized by target audiences. For example, Liu Chuanzhi is both the president of "Lenovo" computer and an expert in the computer field in China. Therefore, he spoke for the brand image of "Lenovo", which belongs to the image of the brand founder and the image of the celebrity. Procter & Gamble's "Crest" toothpaste and "Shu Fujia" use expert testimonial ads to gain the favor and trust of target audiences, which also belong to the category of social celebrity image endorsements.

3. Endorsement of movie star image

Film and television star endorsements include not only movie and TV show stars, but also singers, drama dancers, sports celebrities and other public figures. It is a common practice for many Chinese and foreign brands to make use of the popularity and accumulated popularity of film and television stars to drive new brands to achieve rapid rise in popularity, maintain a good brand image, and achieve spiritual communication with target audiences. For example, "SK-II" endorsed film and television stars and singers such as Zhang Manyu, Guan Zhilin and Carina Lau, "Confucius House Wine" with Wang Ji and Liu Huan as brand image endorsements, and Baisha Group with Liu Xiang as brand image endorsement. Advertising performance.

Star image endorsements (14 photos)

This form of image endorsement also has the characteristics of high cost. If it is not handled properly, it will not help to enhance the brand image, and it is suspected that advertising for film and television stars is free. For example, many domestic brand advertisements in domestic TV channels are flooded. Although domestic and international first- and second-line film and television stars have been invited to help out, they are often effective because they do not dig deep into the connotation of the brand, or have rough production, and frequently change the spokesperson. It is so small that it makes people feel bored.

4.Fictional character endorsements

The fictional character image endorsement means that the brand according to the brand's background, culture and market positioning needs, a fictional character can reasonably visualize the brand's cultural philosophy, value orientation and other connotations, in order to win the recognition and resonance of the target consumers. , So as to achieve the recognition and favor of the brand, maintain the consumer brand loyalty. For example, "Marlboro" was originally positioned as a cigarette for women, and its sales were not smooth. After the integration of agency advertising companies, it was repositioned as a men's cigarette, and according to the needs of this positioning, the "Marlboro" image was repackaged and interpreted as a "tough guy" image of cowboys in the western United States. This change rewrites the history of Marlboro, making it a classic case in the development of international brands. For example, many brands in China that use Chinese traditional culture as their brand background and background also use fictional character images to achieve the purpose of conveying the meaning of the brand. However, they have failed to dig deep enough and have insufficient breadth or lack of propaganda. Make a powerful impression in your target audience.

5.Auspicious animal image endorsement

Using pandas, monkeys, dolphins, lions and other auspicious and cute animals as the endorsements of the images will also have a unique effect on establishing the brand's personalization and differentiation and enhancing the affinity of the target audience. For example, the "beautiful" air conditioner uses the image of "beautiful bear" as the bear is a cold zone animal, loves the house and the black, and the "beautiful bear" naturally makes people feel warm and lovely, and brings a cool and pleasant feeling. The "seven wolves" clothing is endorsed by the image of a persevering wolf, which implies that the men who pursue the success of their careers are persistent and courageous. They also easily resonate with the target of the brand.

6.Anime cartoon image endorsement

With the maturity of modern computer "anime technology", lively and cute anime cartoon characters or animals are used as endorsements, and the appeal of the target audience is triggered by the appeal of bright personality and strong colors. It is clothing and apparel, children's products and catering services. An effective way for industry brands to attract audiences. Such cartoon characters as McDonald's "Uncle McDonald's", KFC's "Captain KFC", Michelin's "Birdman Tire Man" and Disney's "Mickey Mouse" all played a major role in brand promotion. These classic cases of using anime cartoon images have confirmed the infinite charm of anime cartoon images in establishing a personalized image of the brand. With the maturity and popularization of computer "anime technology", this kind of brand endorsement form with low production cost and quite effective effect will attract more new brands.

Looking at the expressions of Chinese and foreign brand image endorsements, we can see that a unique personal image endorsement does not cost more to produce good results, and it is the best that is suitable for you. For example, "Lan Kou" separates it from other brand images with a delicate rose. For example, "Michelin" tires make its brand stand out with cartoon character images, such as "Haier Brothers" and Midea The "beautiful bear", with its personalized cartoon endorsement image, also received a good brand promotion effect. We believe that with the maturity and standardization of the operation of the domestic beauty industry and the gradual enhancement of brand awareness, brand image endorsements will also present a new situation of blossoming flowers, unique tastes and personality.