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快销品的销售力对品牌依赖程度高,提升品牌形象快捷有效的方式首先是借势事件营销,运用重大事件的影响力提升品牌传播的覆盖面和受众关注度;其次是捆绑高端品牌,以高端品牌拉动自身品牌高度。奥运会就是这样一个在国人心中影响力关注度高的事件,央视是最有奥运传播力的全国性媒体品牌。2012年,金龙鱼捆绑奥运以及CCTV的双重高端品牌,让广大消费者认识稻米油这一食用油的新品类,了解并认同了金龙鱼的金品质,也通过成功的事件营销拉动了终端
Sales of fast-selling products rely on the brand to a high degree, to enhance the brand image fast and effective way is to take advantage of event marketing, use of the influence of major events to enhance the coverage of brand communication and audience attention; followed by high-end brand bundled to high- Brand pull own brand height. The Olympic Games is such an event with a high degree of concern in the hearts of the Chinese people. CCTV is the national media brand that has the most Olympic media. In 2012, Arowana bundled Olympic and CCTV’s dual high-end brands to make consumers understand the new category of rice oil, understand and recognize the gold quality of Arowana, and promote the terminal through successful event marketing