Dry Goods: How Should Luxury Brands Choose Celebrity Spokesmen?

Luxury brands ask celebrities to speak as if they are already in line. However, whether the endorsement fee is paid depends on whether the celebrity value matches the brand image.

The value of celebrities depends on many factors: whether celebrities are commensurate with products, the public awareness of celebrities, the strength of endorsement, and so on. Therefore, the so-called endorsement should be the most appropriate person to represent products and sell products.

Consor knowledge Asset Management Co President Weston Anson recently talked about that. brand Choose celebrities to endorse some practical principles.

The most important factor in celebrity assessment is:

First of all, what factors should be considered to create celebrity status, followed by the elements of celebrity endorsement, mainly in the following four points:

Celebrity rating: international or local, media attention, leadership or supportive factors;

Endorsement level: the number of celebrities' names or images appearing on merchandise;

Usage level: what activities are used: business activities, billboards, newspapers, networks, social media;

Level of association: whether celebrities are compatible with products, and celebrity's publicity for products.

The way to predict the value of celebrities:

Based on five factors: P, background (C), time (T), product (P) and environment (G), an evaluation formula is obtained.

　 P (C+T) + (P x G) =V

　　 Celebrity endorsement for luxury goods Prospects:

In the future, celebrities will speak more and more luxury goods and will not only use celebrities in the traditional sense. Internet and new media have created many new stars, such as talent stars, YouTube celebrities, social media, and so on. They may become the new favorite of luxury brands.