star endorsement is more like a cooperation between two brands, because the star is also shaping his own personal star brand. . Since it is a brand cooperation, the pursuit is naturally a win-win situation between brands. For example, high-end fashion brands are looking for endorsements from traffic stars. On the one hand, brands need traffic stars to bring goods and promote sales. On the other hand, traffic stars need to use brands to enter the fashion circle, so that they can get more high-end brand endorsements in the future to increase their personal value.
Another example: Popular brands look for literary and artistic stars for endorsement. On the one hand, the brand needs to rely on star temperament to enhance brand awareness. A good endorsement is naturally a win-win for both the brand and the star, but as a brand, you should consider the matching degree of the spokesperson from multiple fax number list dimensions. The ability to bring goods is only one of the factors to consider, as well as whether the personality and temperament match, and whether the personality and hobbies match. , negative risks, etc. Generally speaking, celebrity endorsements of consumer goods/high-frequency commodities focus more on whether they can bring goods, while endorsements at the level of high-end commodities/corporate brand cooperation focus more on image recognition. We can actually see some clues from the posters of mobile phone brands.
The offline posters of "consumer goods" mobile phone brands such as Xiaomi/Honor/VIVO/OPPO are more inclined to focus on the spokesperson, looking forward to bringing goods to the brand through the spokesperson's fan economy; The offline posters of Apple and various manufacturers' high-end machine series are more inclined to show the products themselves, and the stars of cooperation are almost invisible. Brands are becoming "professional" Celebrity endorsement can be seen as a cross-border cooperation between a product brand and a personal brand, but due to the nature of the endorsement of the brand by the spokesperson, it is obviously different from the cross-border cooperation of conventional brands.