How To Look At The Commercial Value Of Celebrity Endorser?

In fact, celebrity spokesperson is a complex problem. We need to deal with five dimensions: advertisers, stars, advertising agencies, media and audiences. In every celebrity endorsement ad, these five parties are playing games from their respective interests. If the game is good, the parties will benefit from it and the game will not be good enough. Advertisers will often become the worst.

　　 Star Advertising assets Need to accumulate

The top 10 stars in the list have been famous for a long time, and the comprehensive image has long been recognized by the public, which indicates that the value of star brand assets needs time to accumulate. Some young and emerging stars are ranked the most.

The advertising value of stars needs to be measured from three dimensions: familiarity, preference and comprehensive image. Therefore, the accumulation of some young stars is not enough. Although the popularity is high, others are still inferior to the "old" stars.

　　 Star in Consumer Personal image in mind

Among the top stars, Andy Lau has high ratings in all aspects of his personal image, but the image quality is not particularly prominent. Therefore, although Andy Lau's star brand assets are very high, there are not many products that are suitable for endorsement by Andy Lau, especially the products that need distinctive brand image.

Maggie Cheung and Tony Leung are considered mature, elegant and tasteful. Faye Wong is considered mature and elegant. Jackie Chan is considered to be responsible and professional.

　　 Star Advertising value Assets can be rapidly upgraded.

Liu Xiang's excellent performance in Athens Olympic Games directly led to its advertising value rising. But maintaining value for a long time requires stars to constantly improve their professional performance, improve their performance and contribute to society, so as to enhance their preferences in the minds of consumers and shape their good image.