Analysis Of Eight Brand Management Strategies Of Personal Brand "Yao Ming"

In 2002, Yao Ming, 22, entered NBA and began his brilliant career. international brand Journey. In the next 7 years, from Yao Ming, we saw not only a Chinese youth who is unremitting efforts, but also the intelligence and self-management ability of athletes in a new era. What is worth mentioning is that we have seen excellent brand management strategies from Yao Ming's career, including the following eight principles.

Rule 1: with the help of international platform

If Yao Ming failed to enter NBA, he would not have become a world top player. He could not flicker the commercial value of the world. When Yao Ming was in CBA, he did not show much commercial value. However, when he entered the NBA, he suddenly became glamorous and valuable. It was not his personal promotion that was too fast, but NBA's most influential platform made Yao Ming an international new star.

After entering the basketball hall of the world, it is still a little young giant of a rookie who stands under pressure. Silently, the image of continuous progress gives NBA a fresh breath. Under the plotting of brokers, Yao Ming began to take a series of advertisements to show a young, promising, diligent, responsible young Chinese image. The most fundamental point of Yao Ming's achievement in achieving unmatched commercial value in China is that he is very good at using NBA as an international stage, setting up his own brand image, enhancing brand awareness and reputation, and realizing the increase of brand value.

Rule two: be a top product.

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.

"Little giant" began working with Nike at the age of 13. Looking at the brand he has worked for many years, apple computer, VISA credit card, Sohu network, China Unicom [5.34 -1.29% shares (600050, stock bar), Pepsi drinks, MIG mobile phone short messages, SORRENT mobile games, Reebok sneakers and recently signed McDonald's, not the top domestic companies are world-class, no enterprise will reduce Yao Ming's value or popularity. On the contrary, it is precisely with those enterprises that Yao Ming's popularity has been further enhanced. This selective endorsement of only the top brands is the best way to highlight the value of Yao Ming's personal brand.

It can be seen that if there are no top international products, local brands will not be able to become brand names of international brands. If there is no solid product quality and the world's top service, how can Haier highlight the encirclement and move towards the world? Ensuring the quality of products and services to become the world's top is the basic requirement for local brands to go out of the country.

Rule three: enter the international mainstream market

Yao Ming's value to the sponsors lies in his special status across the two major markets of the United States and China, making him a link between the two largest markets in the United States and China. This special status is irreplaceable by other Chinese and American players.

For American consumers, Yao Ming is an unprecedented image of the East. Compared with most NBA players, Yao Ming's character is restrained. This unique connotation, coupled with his decent image, is rather rare in the American professional sports circle and has achieved rare high value. For Chinese consumers, when Yao Ming succeeds in the NBA arena, the national desire to get the approval of the international community has begun to be satisfied. This has brought Yao Ming strong popularity and has helped the sponsors succeed with his popularity.

Taking advantage of the Chinese and American markets, Yao Ming has received tens of millions of dollars in high sponsorship fees.

Entering the international mainstream market is one of the basic strategies for local brands to go abroad. Only if we occupy the mainstream market and set up our own brand image in the mainstream international consumer groups, can we acquire more brand loyalty by other marketing means, so that we can create a truly international brand in all directions. {page_break}

Rule four: high premium

In January 2003, Yao Ming officially became the first brand ambassador of Unicom CDMA with the value of up to 30 million yuan, so China Unicom became the first local company to sign a contract with Yao Ming. In October of the same year, Reebok signed a 10 year contract with Yao Ming, which brought 76 million dollars into Yao Ming's account. In February 2004, Yao Ming became the spokesman of McDonald's. In December of the same year, Switzerland's Heuer watches also signed with Yao Ming, and Yao Ming finally stood with the world's first tiger Woods.

After that, Yao Ming's value continued to climb. At the beginning of this year, in the top 100 list of 2009 China's personal brand value released by the China Brand Research Institute, Yao Ming used the value of 113 million 310 thousand yuan to sit on the top of China's personal brand. Today, the number of brands he endorses has risen to 12, with a total revenue of over $120 million. Yao Ming card, which sells at no less than 150 dollars, is the most expensive player signature card in the market.

For other sports stars in China, Yao Ming's unspoken endorsement fee is beyond their reach. There is no doubt that international brands have higher premium capability than local fashion brands. This interest drive is why almost all brands are trying to build the international brand.

Rule five: borrow strong media

In 2006, Yao Ming was injured three times and was in a state of continuous depression. His face did not look good for a long time without participating in the competition. The reason why sponsors do not want Yao Ming to stop is because of the need for brand continuity. Take the sports brand sponsor as an example, as long as Yao Ming appears in the arena, the LOGO of the brand is spread.

So Yao Ming, who could not go to the court, spread the brand of Yao Ming and his endorsement in other ways. He actively participates in some influential, high-profile public interest donations, initiatives, endorsements and other activities, attracting a lot of strong media attention, to attract consumers' attention, and enhance their brand and endorsement brand reputation. Similar activities also guide Chinese basketball national team members, visit and guide university basketball teams, visit endorsement brand enterprises, watch CBA ball games, etc. With the strong media tracking reports, the public still has a high degree of concern for the "Yao Ming" brand.

Local brands should learn from Yao Ming. Whenever possible, they should understand the importance of media publicity. They will not only save a lot of money, but also achieve direct publicity. Taking part in some public welfare and public relations activities that form a strong media magnetic field, it is one of the most important ways for local brands to go to the world to take the initiative to report with the help of strong media and ship to sea.

Rule six: persevere

Yao Ming is particularly worthy of learning from local brands in shaping his image. When Yao Minggang went to NBA, he was as thin as a monkey. Now look at Yao Ming, Zhuang and Kong Kong. This change is rooted in Yu Yaoming's constant exercise.

Yao Ming's trip to NBA is not smooth sailing. He entered the NBA with the first time show, but at the beginning of the season, he fell into a low ebb. Just when many people thought he was going to retreat, he silently carried many pressures and made great efforts to open up his own world one by one. And apple computer, VISA credit card, Sohu network to China Unicom [5.34 -1.29% shares], Pepsi beverages, MIG phone SMS, SORRENT mobile games and Reebok sneakers ads, he was not afraid of hardships, has been going on for 7 years.

It is this insistence that keeps Yao Ming on the cusp of international brands, continuously improving his brand image and brand value, and achieving two wins in the field and shopping malls.

No accumulation of steps, no thousands of miles; no accumulation of small streams, no river. The same is true for brands. If local brands want to upgrade to international brands, they must cross numerous barriers to competition and penetrate numerous sales barriers. The spread of brand philosophy, the establishment of brand image and the enhancement of brand value all need to struggle in a timely way to achieve some gains. It is impossible to succeed only by one day.

Rule seven: indomitable

The spirit of Yao Ming's unyielding and indomitable spirit is the temperament of an international superstar. In NBA, Yao Ming's biggest rival is the shark. In the confrontation with O'neal, Yao Ming's eyes show the fortitude that O'neal can admire very much. This spirit has also been applied to brand management, making Yao Ming brand develop rapidly. In addition, Yao Ming constantly found his own soft columns, improved the internal quality, worked hard in every detail, and gradually established the brand management mode of Yao Ming.

Zhang Mingji said: "Yao Ming is the most persevering player I have ever seen. Chinese players are not only one of his players abroad, but he is not the best in terms of physical quality and economic mentality. But today, only one of them is still in NBA. How can this Oriental player achieve today's achievements in sports and brand management?"

In the process of shaping international brands, it is inevitable that competitors are pushed and pulled. Local brands jump onto the international stage. Strong competitors are bound to fight and fight, and failure and injury are commonplace. If there is no strong will, how can we resist global attacks? If we can not get up again and again from frustration, how can we build up our own brand in the global market?

Rule eight: step by step

In order to make Yao Ming's brand image recognized and accepted by fans all over the world, "Yao team" carried out a series of public relations activities. At the end of 2003, Yao team commissioned the new product strategy management laboratory of Chicago business school to investigate and evaluate Yao Ming's market development, and worked out a long-term marketing strategy for the operation of Yao Ming brand.

Yao team manages Yao Ming as a brand, establishes the characteristics of Yao Ming brand, adopts a systematic and gradual market development strategy, and gradually realizes the maximization of brand value. The short-term strategic objective is to establish the status of Yao Ming NBA's "future star" and spokesperson. The long-term goal is to make Yao Ming a spokesperson for transnational corporations in the world. The establishment of brand strategic goals has pointed out a clear direction for the communication strategy of "Yao Ming" brand. Within 8 years, Yao Ming will be molded into a commercial giant with golf superstar Woods and basketball God Jordan.

If local brands want to achieve international brands, they can not get there overnight, but must steadily and steadily, step by step, and gradually occupy the mountain area. It is a long-term project to mold international brand. We must define the definite short-term and long-term development goals in advance, formulate systematic brand strategy plan, and plan a series of fine promotion strategies under the guidance of systematic planning, step by step to implement the camp.

From the Yao Ming brand trip, we can see that if the local brands want to achieve a successful leap toward the international brand, they must first produce the world's top products, so that they have a very high premium capability, and then find an international platform that brings together world resources to make the brand enter the mainstream consumer market. In the international spread of brands, we need to be good at using the strong media in the world to improve the brand appearance rate, positive publicity and deliberate speculation, so as to keep consumers' continuous attention to this brand. The internationalization of brands can not be smooth sailing. Enterprises must have the spirit of 100% discount and perseverance in shaping their image and improving their value step by step.

In July this year, Yao Ming's wholly owned investment company and the shareholders of Shanghai Oriental basketball club agreed on the transfer of shares in the club and formally signed the framework agreement. This not only shows the transformation of Yao Ming's identity from the star to the boss, but also marks the upgrading from product brand to enterprise brand.