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在现代营销活动中,形象力已经越来越受到重视,品牌形象在更高的层面将各类产品统领在一面旗帜下.品牌形象代言人由于易于消费者辨认而又具体的形象,在消费者心目中形成了深刻印象,对品牌形象塑造具有极为显著的作用,因此备受关注.之所以选择形象代言人,是因为这个群体已成为一种稀有的社会资源,他们不仅有着鲜明的个性特征、活跃的张扬行为,成为人们尊崇的对象,更是因为他们所从事的工作有着极大的冲击力和扩散性,他从一个人已定格为一个符号或一种代表,具有很强的识别性,因此选择名人做形象代言人可以起到广而告之的效果。利用形象代言人来塑造和提升品牌形象是营销中常用的手段之一。但是,任何事情都具有两面性,明星代言也是一把双刃剑。近几年不乏因代言产品出现问题而陷入“代言门”的明星们,也一次次考验着消费者对明星和品牌的信任。
In modern marketing activities, the image of the force has been more and more attention, the brand image at a higher level will be under the banner of various products under the banner of brand image as a spokesperson for consumer identification and easy to identify the specific image in the minds of consumers Has formed a profound impression on the brand image has a very significant role, so much attention. The reason why the choice of image spokesman, because this group has become a rare social resources, they not only have distinct personality traits, active To publicize behavior, become the object of people’s respect, but also because of the work they are engaged in has a great impact and proliferation, from a person he has fixed a symbol or a representative, with a strong recognition, so choose Celebrity spokesman can play a widely advertised effect. The use of image spokesmen to shape and enhance the brand image is one of the commonly used means of marketing. However, everything has two sides, celebrity endorsement is also a double-edged sword. In recent years, there is no shortage of end products because of problems and fall into the “endorsement door,” the stars, but also time and again test the trust of consumers and stars and brands.