The so-called spokespersons refer to some stars or celebrities who advertise a certain commodity, and also refer to agents who think of a certain group.
The so-called spokesperson is to invite some social celebrities to advertise their products, and use the appeal and influence of celebrities (mostly celebrities in entertainment or sports) to expand the popularity of products, and finally achieve the purpose of increasing sales and obtaining greater benefits.
The so-called brand image spokesperson is the person hired or shaped by a brand strategist, who makes people feel good about a brand through the association of its popularity, occupation, image, personality and conduct. The function mechanism of brand image spokesperson is emotional transplantation. The role of brand image spokesman is to arouse brand image association, embody brand personality, arouse brand recognition and increase brand rights and interests.
At present, some enterprises despise brand image positioning technology when implementing brand image spokesperson communication, thinking that brand image positioning is to come up with a good sentence; Hiring a spokesperson is looking for a celebrity. As a result, a celebrity was invited at a high price, but the effect could not be achieved, and a new celebrity was invited. So repeatedly. When some enterprises need to re-employ celebrities for various reasons, the style difference between before and after is too great to maintain consistency. Some enterprises employ many celebrities with different styles as image spokespersons, and so on. All these will destroy the "clues" that make the audience associate, thus blurring the brand image in the eyes of the audience. For example, an IT company thinks that its corporate image conforms to the public's taste and adapts to the changing trend, so it pays a high price to invite all kinds of stars to speak on stage, from actors to presidents, from TV hosts to singers from Hong Kong and Taiwan, and even oil painters. In contemporary life, beauty and ugliness have gone up, but the overall brand image of the company has been destroyed.