好风凭借力 送我上青天——论企业品牌形象大使

Quicker Development by the Strength of External Force——Discussion on the Enterprise Brand Image Ambassador

随着酒类市场竞争日益激烈,品牌形象亦成为消费者选择产品、辨别品牌的主要参考因素。品牌形象大使的选择非常重要,优秀的品牌形象大使能使酒类品牌人格化,与消费者达成心灵的共鸣,强化对品牌的忠诚度,达到引导消费、增加消费的目的。选择形象大使要从企业自身定位入手,考虑酒类品牌的内涵与外延,以及代言人的形象和内涵。(君健)

The increasingly brutal wine market competition resulted in the brand image ambassador an important influencing factor to consumers for their selection and discrimination of the wine products from numerous wine products.Accordingly,the selection of proper brand image ambassador became more important.An excellent ambassador could successfully impersonate the wine product and produce spiritual consonance with the consumers.As a result,the purpose of consumption guiding could be achieved and the consumption would increase simultaneously.The enterprise must take into account the following points during selection of the proper ambassador:the orientation of the enterprise,the internal and external meanings of the wine products,and the appearance and performance of the ambassador.(Tran.by YUE Yang)