Brand Management Of Sports Stars And Sports Shoes And Clothing

Anyone who takes a close look at sports or news media will not be familiar with Yao Ming's name.

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Whether it is a person, a product, an enterprise, a city or a country, there is a problem of positioning.

Positioning is your effort to the potential customers in the future, that is, positioning your product in the hearts of your future customers.

If brand is cognition, positioning is the process by which an organization will provide the brand.

Proper positioning is the key to brand building.

When Yao Ming was in China, we did not find its commercial value. But after NBA, it was charming. It was not a panacea but a proper positioning to make Yao Ming a rising sports star.

We all know that in addition to the few sports celebrities in the United States, they give people the impression that they are unruly and troublesome.

Yao Ming, as a new player from abroad, withstands pressure from NBA and works quietly. The image of continuous progress is like pouring fresh air into NBA, which is refreshing.

With the help of brokers, Yao Ming was a young, promising, diligent, responsible young man in a series of commercials that he received. Yao Ming did not do anything that did not conform to this image.

It is precisely under this precise positioning idea that Yao Ming has taken the advertisements of domestic first-class or international first-class companies including apple computer, VISA credit card, Sohu network, China Unicom, PepsiCo drink, MIG mobile phone short message, SORRENT mobile games and Reebok sneakers, and has recently become a "McDonald's uncle". This series of actions not only set a distinct image for Yao Ming, but also effectively enhanced Yao Ming's popularity.

For enterprises, brand positioning is also a crucial issue.

The ultimate battleground is the mind. The closer you get, the greater your chances of success.

To accurately locate the enterprise, we must accurately analyze the advantages of the target group and the enterprises themselves, try to combine the needs of the products with the needs of the enterprises, and leave clear, concise and proper impression in the mind through effective communication channels and methods, so as to bring positive positive associations.

For example, the "Fair Liquiduid" always gives "elegant" and "gentle" connections; Colgate (Colgate) toothpaste reminds people of reliable dental care; comfort brand fabric softeners remind people of the softness of love; Glenfiddich whisky indicates a connoisseur's identity.

Under the correct association, the enterprise brand can be established, the product of the enterprise is accepted naturally, and the healthy development of the enterprise is self-evident.

However, the wrong positioning can push the enterprise to a desperate situation. In those days, the powerful Xerox Co wanted to compete with the IBM company in the computer field and finally returned to its "copier kingdom". The giant group was built up by computers. Its giant "Hanka" had a good reputation and market prospect, but it did not operate in its own advantages. Instead, it extended its tentacles to other industries which had nothing to do with its own advantages, such as real estate, health care products, medicine and so on. As a result, the failure of the real estate and health care products eventually led to its overall failure.

Brand image building is the most important and difficult part.

Over the years, both the world-famous multinational corporations and the small and medium sized enterprises have just been working hard.

The shaping of brand image involves all aspects of the enterprise. From the name, shape and color of the product to the corporate social responsibility and the role played by the whole society, it is all in the CI strategy.

Yao Ming's successful experience in shaping his image is especially worth learning from enterprises.

When Yao Ming arrived at NBA, Yao Ming did not have a smooth sailing. Yao Ming first entered the NBA with the champion, but at the beginning of the season he went through a low ebb. When many people thought he was going to retreat, he silently withstood the pressure from many sides and made more efforts to develop his new world step by step.

In the face of the media, Yao Ming's witty and witty answer definitely makes you think that this is a young man who only deals with basketball every day. No wonder Americans call Yao Ming the cleverest athlete.

And in the face of image spokesmen and business cooperation, Yao Ming is absolutely superior.

From the company he co operated with, we can see that no enterprise will reduce Yao Ming's value or popularity. On the contrary, it is precisely because of cooperation with related enterprises that Yao Ming's popularity is further enhanced.

Nowadays, Yao Ming has become an idol of all Chinese people. Under his example of bravery and courage, more young people are becoming more active and courageous. They are constantly upgrading themselves to adapt to more intense social competition for more achievements.

In the process of image building, whether the product design, packaging or market strategy should be consistent with the brand characteristics of an enterprise.

The correct use of various strategies can make the brand more efficient. Swatch watches are now famous all over the world. At first, they are sold in jewelry stores and boutiques, but now they are sold in high-end department stores, but they will never enter the wholesale market.

And it has special counters in large department stores. Besides watches, it also displays other related products of enterprises, so that customers can enjoy the company's product design in the whole Swatch atmosphere.

Although Swatch has new models launched every year, each product has been shut down after 5 months, so it has a collection value.

The auction house auctioned the previous Swatch tables, and the previous low price watches could be sold at a high price of tens of thousands of times higher than the original price. Swatch also has the reputation of "modern antiques".

The improper market strategy will not only help shape the brand image, but instead throw a stone into its own feet. "Wahaha" was originally a pronoun for children's milk, but he launched the old market tonic in an inappropriate way, which damaged the market image. Now its share in the fruit milk market has dropped sharply.

IBM did not invent the computer, the computer was invented by Spery Rand company. However, IBM set up the image of the computer kingdom in mind and became the blue giant in the world. Spery Rand company did not build the image of the computer inventor in people's mind.

People have only IBM status in mind but no Spery Rand company status. Finally, Spery Rand company disappeared.

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Yao Ming and brand protection consciousness

All along, people are always talking about the importance of brand, but no one puts the brand protection on the agenda. The brand protection mentioned here mainly refers to the registration of brand names, especially in overseas markets.

Recently, the Trademark Office of the State Administration for Industry and Commerce has accepted Yao Ming's application for registration of the "Yao Ming" brand. According to the trademark law, if there is no objection within 3 months, the registration certificate will be registered, but the registration certificate should be issued after one and a half years after registration.

Yao Ming went to play NBA and his huge development space, so that the Yao Ming family saw the future value of Yao Ming, and the economic activities around Yao Ming's star effect will also increase.

How to protect Yao Ming brand has become an important task.

This time, the Yao Ming family applied for 12 international classifications to 24 trademarks, which include two categories: commodity trademarks and service trademarks.

We have heard a lot of cases of being snatch by others without registration. One of them is Tongrentang. The Tong Ren Tang, founded in 1669, is famous for its famous brands both at home and abroad. As a trademark and service trademark, and as a royal pharmacy in Qing Dynasty, Tongrentang reflects its origin and connection with the Qing court.

Tongrentang has not only won considerable profits for enterprises, but also brought many honor to the country.

However, in Japan, where Tong Xin Tang was not convinced, it was hard to find drugs. Because before 1983, Tong Ren Tang's trademark was snatch in Japan. Later, with the efforts of government departments, the Tongrentang trademark was recovered in foreign countries.

Tianjin's "Goubuli" has the same experience, but government departments can not solve these problems for enterprises every day.

Similarly, China's most famous cigarette brand, "Hongta mountain", has been usurped by foreign businessmen and embezzled. It is also a major blow to the development of China's export-oriented economy.

Therefore, Chinese enterprises should act to defend their foreign markets.

At the same time, we should pay attention to constantly improving the internal quality of enterprises, from personnel quality to enterprises, and work hard in every detail, and protect the brand built by enterprises in all sorts of hardships.

Yao Ming's personal representative, Mr. Zhang Mingji, said: "Yao Ming brand will be very targeted. Yao Ming's interests are long-term. Yao Ming's value is also long-term.

So it's not money that can be done. Yao Ming's brand will never be overwhelming; the business prospects of Yao Ming's brand are limitless, but the contracts signed by Yao Ming in the recent period are definitely brand oriented, not Chinese first-class or world-class brands, and no matter how much money Yao Ming will not sign.

Our business should also take a long view, like Yao Ming, from a strategic point of view and do a good job of his own work in all aspects.