Why Do Shoe Companies Sponsor Fast Men's Poor Performance?

A good brand name is the premise of brand recognition, acceptance, loyalty and association. The brand name has a direct impact on the sales of products to a large extent. Brand names as the core elements of a brand directly affect the rise and fall of a brand.

Al Chis said: "in the long run, for a brand, the most important thing is the name."

07, the final decisive battle of the fast men's national finals, I finally had the honor to see one before the end of this vigorous competition.

The result is very important. Chen Chusheng ascended the throne.

I personally appreciate Chen Chusheng very much, though I only watched this match.

But his low-key temperament can be seen at a glance, and his voice from the soul is really charming.

We have to admit that depression is more attractive than knowledge, sadness is more appealing than thought, and sensibility is more fascinating than rationality.

I am not going to discuss the marketing thinking of fast men, because there are many brothers in advance, so it is not interesting for everyone to get together to discuss a problem.

Just like Wahaha and Danone's fight, it is estimated that many friends sometimes see that the articles in this respect are numb.

Today, I want to talk about one of the fast male sponsors.

Benevolence and gleaming are generous. The main sponsor is a little less money, so it can only flash occasionally on TV.

Fujian noble bird sporting goods Co., Ltd. is located in Jinjiang, Fujian, the most famous shoe capital in China.

The company was founded in 1997, and the predecessor of the company is the precious bird shoes Plastic Co., Ltd.

In 2002, it was renamed the Fujian noble bird sporting goods Co., Ltd., and the brand development plan was implemented in an all-round way.

Since 2004, the brand has implemented clothing follow up product development strategy, and has now completed the product development task of footwear and clothing.

The company is striving to realize the second three year development plan from 2006 to 2008, striving for the best development achievements to welcome the 2008 Beijing Olympic year, grasping the opportunity of sports marketing, striving for greater development space, and striving to make the brand of the "noble bird" into the top brand of China's sports industry.

Well, it's hard to see a quick man. This guy has inserted 6 or 7 times in the advertisement.

It seems that the sneakers that look like breathing can be innovating in products, and the advertising appeal is simple and clear.

Advertising is at the focus of the moment, so it is very successful from advertising and communication.

But I would like to say that even if your company has money again, you exaggerate that you have monopolized all the TV stations to spread your sports shoes, and you will not succeed.

Why? The first step in business (brand naming) has gone wrong, and the unrepentant error has been going on.

Is it good for the three words of "bird and bird"? Has there been any market research, young people will like the name of sports shoes? The enterprise can invest very hard, the star Andy Lau also invited, fast men so burning money program also sponsored, at the end of 06, "unauthorized use of the Basketball Players Association sued" the "bird of prey" claim 2 million 490 thousand, also makes a lot of trouble.

The exposure rate is really high enough.

We should have finished the famous brand long ago. Let alone enter the stage of brand loyalty, it should always be the stage of brand reputation.

But look at the reflection of the market, which is a bird of honor, a sick bird can't fly under the eaves.

The company does not reflect on its own reflection?

On this level? Why have we invested so much and the market share has not been significantly improved? The input-output ratio is very inconsistent.

Just like some children work hard to learn and endorse, their grades are not good.

So parents should understand that this child is not the material of learning. It is wise to change the course as early as possible.

For a ship without definite course, the wind in any direction is against the wind.

But for a small boat without sail, you will not reach your destination even in a clear direction.

Take a closer look at LOGO.

The author does not find its rhyme meaning or connotation, but does it always have to be beautiful? Do you wear such shoes like a bird, like a bird, who can ride the clouds and see the sun and spread your wings? Is this the original intention of the enterprise? Or is this shoe a good token of good luck to the owner?

Therefore, it is hard for the author to imagine how the birds would stick to the top brand of China's sports industry.

On the official website of the great bird, he also saw such information: during the decades of brand building, the birds and birds gradually formed a unified, distinctive and personalized brand image. These became the most valuable intangible assets of the brand.

The brand center's passion for brand business and its rigorous attitude, as well as the postgraduate examination and mastering of every detail of brand implementation, not only shows people a hard journey of a brand from scratch, but also shows the endless charm of its brand.

After reading, I have three questions: do you have any valuable intangible assets? Two, ask, if there is, how big is this asset? Three, ask you this brand has infinite charm? Several consumers tell you that the company says you are attractive.

This name is a bit wrong.

For example, like Dabao sports shoes, people all over the country are not crazy.

Although no one has ever produced cosmetics before, the name is no better than the Dabao sports shoes.

TOYOTA is such an excellent company knows that turning Lexus into Lexus, in fact, lexis is also very good, but even if the good name TOYOTA changes, Lexus, you hear, these four words will be worth 500 thousand.

Do not think that precipitation will be assets, gold will be more valuable precipitation, a piece of rotten wood precipitation will rot.

Friends who have time can think carefully about the brand names and LOGO of many local businesses.

What does reality tell us? Go to the market and ask.

Consumers generally can only remember brand names and LOGO.

Even the brand of SIEMENS, which is more than 100 years old, can not be said by consumers except that it is a famous brand.

Besides, our local enterprises are not out of the juvenile period yet. VI is really important for us.

All the way up and down now, it's time to look back on the reasons for the poor performance.

Do not always think that the brand is accumulated on time by bit by bit, that is a prerequisite.

How can we accumulate 100 years on this level?