Star Brand: Stars Or Meteors?

Recently, Li Ning Co Ltd listed on the main board of Hongkong, raising funds from 400 million to HK $500 million.

It is noteworthy that this is the first business created by Lining, a gymnastic prince, and the first sporting goods company in China to carry out IPO.

It is very common to use the names of celebrities as brand names in today's market, but the situation is different.

Our country also has many star brand products, Lining sports leisure clothing, Yuesai brand cosmetics are quite successful, and there are many short-lived star brands disappeared without trace, such as the once popular fire across the clothing, wedding dress, necktie, scarf, football shoes, swimming pants, gloves and so on 10 kinds of Milu card.

Is star brand strategy wise or blindly following?

How can companies cope with the impact of celebrities' personal behavior and their high and low tide on their products?

The reporter interviewed Mr. Liu Wei, a famous brand strategy management expert.

Oriental Morning Post: why can star's personal image not fully drive brand equity?

Liu Wei: no doubt the biggest advantage of star brand is to rapidly upgrade the popularity of new brands, that is, the so-called attention economy. However, the integrity of brand assets is not just popularity, but also involves quality cognition, brand association and brand loyalty.

Unfortunately, in these respects, star brands are hard to make a difference. For example, the "Milu" wine is sold more expensive. No one will think that the quality is more than "Wuliangye". The elegance of Deng Ya Ping's dress design will also make people think of the fashion of the village girl, so since the brand assets can not be completed, the brand will of course disappear.

Oriental Morning Post: will the negative events of stars directly attack brand identification?

Liu Wei: the essence of star brand is to endorse the new brand by using the star's personal image. This endorsement means providing credibility, mortgage and guarantee.

However, once stars are involved in negative events, their personal image will naturally be greatly affected. This negative impact will be pmitted to the new brand recognition system through endorsement relations. This "hate black and black" effect makes it inevitable to "harm everything". Liu Xiaoqing is such a typical case. Her personal image makes her commercial brand like a "comet" dragging its tail.

Oriental Morning Post: what other reasons can make star brand become a meteor brand?

Liu Wei: the overwhelming majority of stars are running the star brand with the intention of "going all the way". Ideals and enthusiasm are higher than reality and reason.

Because most of them do not have the knowledge, experience, skills and quality of management and management, therefore, strategic planning, organization design, business process or performance management are hard to carry out professional thinking and standardized operation. Their entrepreneurs can only be absent and entertain public instincts, making star brand preference for "mind gymnastics" news hype to fantasies, but not willing to operate through "one brick, one tile" operation management.