Beijing August 18, the Beijing Olympic track and field competition continues to be in the nest. men's 110 meters hurdles in the sixth group, group stage, Liu Xiang of China pulled out injured trapeze competitions, the defending his Olympic dream shattered earlier declaration. According to financial reports shows that NetEase: Liu Xiang endorsement of many brands: Cadillac, Amway Nutrilite, Coca-Cola, white sand culture, Shanshan Men, Maxima cars, Erie, Bank of Communications, Lenovo, PVI, O'Connell, China Post EMS, NIKE, China Mobile; which an endorsement (20000000): Nike, Coca-Cola, Yili, and VISA.
Liu Xiang's worth will not decline significantly due to out of the race? Sponsor's interests would not be damaged?
Public reports indicate that online media:
Ting Liu, Queen insisted
Sympathy to Liu Xiang sent a letter to Coca-Cola president, marketing, remains unchanged
Shanshan Clothing: Liu Xiang quits unexpectedly non-destructive image
VISA: Liu Xiang will always be friends
Ping An of China: Liu Xiang is still the pride of our
O'Connell: an urgent meeting to discuss marketing strategy
Amway: Liu Xiang after the contract expires with renewal to be determined whether the
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Previous article, we do celebrity endorsements of, for domestic enterprises, to find a suitable first-line use of celebrity endorsements celebrity fame personal image driven brand reputation is a very effective rate from the method. But there can not be overlooked is uncontrollable factors, that star is in the public eye in my high visibility disadvantages, especially a large number of star endorsement, to a certain extent, tied to the various brands, like Red Cliff Cao water Hirakawa, seemingly suffering from Visible dark solid but in reality, a The fire may smoke. a prosperity, is vulnerable or declining.
Awareness of domestic relative to international giants, Corporate Communications many years of operational experience somewhat weak.
If the greatest impact, Liu Xiang, gold running shoes probably count providers and non-Olympic sponsor is Nike. Face as an Olympic sponsor Adidas's home court advantage, Nike urgent need for sports stars to collapse. So signed Liu Xiang Liu Xiang tried to re-endorsement of the rise of rival Adidas.
According to Interbrand's difficult to define, as we see with Nike, the goddess of the wings to a realistic version of the public relations crisis to resolve practical demonstration.
1. Liu Xiang, Nike launched a new ad at top speed to cope with the situation occurred, the cowboy style of acting known for Nike, the success of the public concern for Liu, extradited to their own brand. your heart Nike to the smart body, the first to support Liu Xiang from words into action. Nike creative success to resolve the crisis as the focus. from the brand protection, the Nike Liu concern for the public, it is natural to introduce the their own brands. from the public mood, the Nike Liu noted that the public love and care for, so the expression of more extreme and the maximum open-minded and blame their own bad spirits, and demonstrates the brand warmth played the 2. Domestic enterprises is relatively good, the Queen count as one. On Liu Xiang out of the race, the Queen announced that: First, we are very concerned about Liu Xiang's injury, hope he can recover quickly, out of the shadow of pain, bless Liu; s Second, we have seen, Liu Xiang is more painful than others, we know that Liu Xiang can Injured adhere to the present, in fact, has made arduous efforts, he was not easy, thanks to Liu Xiang; third, not because of Liu Xiang win the gold medal , we chose him as a spokesperson, so the Queen will continue to support Liu Xiang and support China's sports. We believe that Beijing is not the end, Liu will back to the runway as soon as possible.
Erie has been the marketing initiatives from the point of view, Liu Xiang, of course, is an important communication window, but the spirit of the Olympic spirit and China's Liu Xiang at the same time spread to retire for the defense of the Queen have a positive impact, a direct manifestation of this spirit is the spokesperson for the team is also the Queen with Guo Jingjing and Yi Jianlian.
At the same time very different Yili and Mengniu companies also determines the temperament, the Queen is more robust corporate marketing style, the sense of looking for early warning before the Olympics, Queen, loss and post-Olympic marketing,wholesale nike shoes, the marketing activities in a relatively stable trend.
Modern sport utility is given too much fame and fortune, business color, follow the trend of surging business celebrity endorsements will be learned.
Coca-Cola, Visa, Nike, has a very sophisticated public relations, and their experience is worth careful study and learning of domestic enterprises.
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