Marketing to the Mont Blanc school.doc

 PAGE \* MERGEFORMAT 9 Marketing to the Mont Blanc school Aspect: celebrities is the best walking advertisement for the luxury goods, they like the ‘Purple Cow’ a sneeze are mentioned in the book - they are willing to take the initiative to deliver product information, and is in their circles. Winner in the luxury market, but also adept at using the ‘brand ambassador’ of the master. They were also good through the operation of the market, cultural activities and other forms and occasions carefully selected customer base, once again discovering, cultivating the brand ambassador, and then meet product demand in the current phase of the content to achieve the core customers and target customers of the greatest impact. Germany’s Montblanc (Montblanc), the United States, Harley-Davidson (Harley Davidson) 2 while operating in different products, has a different culture, century-old enterprise, but the use of the brand has a messenger worthy of study and draw on the same place. Enhance the brand with the celebrity Regardless of whether you accepted and recognized some of the old luxury brands have a lot of new luxury unmatched user - Royal noble, and there are times influential people. For centuries, Montblanc pens have been such a crowd is the love and favor: Queen Elizabeth II, President John F. Kennedy, the Pope, the writer Ernest Hemingway, the United States of today’s most influential architects, one of the top ten as well as the Mott-yang ... ... For centuries the world with the signing of important treaties Montblanc’s leadership. Honorable social status of those with the times influence of users, it was a just a preference for the brand-name products, but also inadvertently added value of the achievements of these brands. Now, they also affect the more consumers become brand spokesperson. Speaking of Harley-Davidson motorcycles, the current Intel (China) strategy manager Xu Liang recalled him when he was studying at Harvard Business School’s class teacher