"Love Sports Is Really Happy", The Gold Content Of Philharmonic.

Since March 16, 2004, many advertisements have been enjoyed by CCTV sports channel.

As the image ambassador of Philharmonic sports shoes, Stephen Chow used his trademark performance to tell you: love sports is really happy.

In the next two years, the comedy king will experience the happy movement brought by Philharmonic products with the global consumers.

* there must be happiness in the place where Stephen Chow appears. He is the best person to show the brand personality of "Philharmonic". Brand management is a matter of university education.

In the past few years, some companies spent a lot of money and invited stars one after another.

In their minds, stars are famous brands, and the more money they spend, the louder the brands are.

As everyone knows, when the brand has just entered the market, a large number of advertising can rapidly improve brand awareness. If we are too fascination with the star's charm and do not think of a way to manage the brand, the loyalty of the consumers will decrease a little bit over time, and the market share of the products will shrink a little. This phenomenon is called "hollow of brand value".

How should we run our own brand?

According to Lin Zhanxian, brand consultant of Philharmonic clothing and footwear industry (Fujian) Co., Ltd., the successful brand management must first have two conditions: first, the brand should have a distinct personality; secondly, to find an image spokesperson who can express the brand personality.

Having learned from the past, Philharmonic sports shoes have identified their brand personality from the very beginning, that is, happy sports.

In their minds, the essence of sports is not competition, but a real self experience, to enjoy sport with pleasure, and to enjoy pleasure in sports, that is the essence of sports.

Philharmonic's brand positioning is clear and its personality is distinct. It promotes the spirit of happy movement and the optimistic attitude towards life, encourages everyone to join the ranks of sports, get pleasure in sports, and understand the essence of sports in happiness.

The connotation and personality of a brand can not be clearly expressed by any star.

Who is the best person to express happiness?

"The person we first thought of was Stephen Chow, because there must be happiness in the place where Stephen Chow appeared. He is the best person to show our brand personality."

According to Lin Zhanxian, from today's debut, whether he is a child show host or a movie, Mr. Stephen Chow is always meticulous in his work, just as Philharmonic sports shoes treat the quality of products.

Mr. Stephen Chow is enthusiastic about public welfare, especially devoted to China's sports industry, just as Philharmonic sports shoes are keen on Chinese sports.

A happy image, a strict style, and a fire temperament are so similar. The image ambassador of the sports shoes is certainly not Stephen Chow.

With individuality, the brand has life, and it finds a way to communicate with consumers.

Using emotional communication can tap the potential psychological needs of consumers and stimulate consumers' desire to buy.

There is a connection between the brand and the stars, and the two complement each other. The greater the celebrity's reputation, the louder the brand is. The brand strategy of Philharmonic has taken the first step of success.

* * * in this happy war, the most powerful weapon of "happy" is the consumer's experience action. In April 19, 2004, the China Jinjiang footwear Expo is about to open. During the Expo, Philharmonic will invite the vast number of consumers to experience the happy movement. In May 19, 2004, ~6 1, the fourteenth China International Sporting Goods Fair will be held in Shanghai. The image spokesman of the shoes of Stephen Chow will come to cheer with the consumers to enjoy the happy movement of Philharmonic.

In the "2004 Philharmonic brand strategy action", the word "experience" appeared the highest frequency of two words.

It defines the brand as the sum of consumers' experience and feelings about products or services.

In the fierce brand competition environment, consumers' consumption behavior is increasingly personalized and emotional. They believe more about their own feelings and shift their attention from the product itself to the feeling of using products. That is to say, brand experience has become the first element of consumers' perception, recognition and identification of brands.

Lin Zhanxian said that the use of experiential marketing is an important means for enterprises to carry out brand management, and is the key to the success of brand management. In the happy war of the 2004 Philharmonic brand strategy action, the most powerful weapon of love is the consumer's experience action. By attracting consumers to participate in brand interaction, let consumers feel joy in the movement, experience the feeling of being understood and respected, so that consumers can truly become the owners of the brand and become loyal users of the products.

In the happy war of "2004 Philharmonic brand strategy", it is not just consumers who enjoy happiness. Employees will enjoy happiness in welfare, training and working atmosphere. Dealers will enjoy happiness in profits and market support, and the government will enjoy happiness in public service and taxation.

"We are moving step by step in the process of building brand. Today, Philharmonic has been able to provide high quality products and high standard services to any city in the world. It is high time to launch a heavy blow."

The phrase "Mr. Lin Shigang, general manager of the Philharmonic clothing and footwear industry (Fujian) Co., Ltd." is very loud.

It may not be long before, "love sports really happy" will be the same as "just do it" and become an enduring brand manifesto.