Reduction of water brand endorsement.doc

 PAGE \* MERGEFORMAT 4 Reduction of water brand endorsement Case1: Mathias amp;amp; Cecilia Cheung In October 2007, Enwei Group, commissioned a special survey of domestic companies in a nationwide opinion poll conducted by the survey, respondents Jieeryin series of women consumers, many people quite a good impression on Cecilia Cheung. By the end of 2007, Cecilia Cheung Enwei Group, signed an endorsement deal. Cecilia Cheung involved in the ‘Yan Zhao door’, after Mathias continued use of Cecilia Cheung to do endorsements, in the major media continue to broadcast commercials. For their own ‘obsessions,’ Mathias explanation given is: Mathias Group, in order to maintain the moral of the heart, quiet the spirit of inaction of the Neo-Confucianism Confucian philosophy, abide by the commercial treaty, to continue to enable Cecilia Cheung as spokesperson. Followed by the emergence of online advertising ‘Yan Zhao door’ version of the恶搞 video downloads per day more than tens of thousands, ‘Jieeryin’ search rate is rising rapidly. April 7, Enwei Group convened conference, said ‘As the Internet emerged’恶搞 ‘version, so that some consumers have been hurt feelings’. Cecilia Cheung version Jieeryin replacing the commercials. Xueyong Jiang chairman of the board, said the unilateral will replace the ad is Mathias does not claim to Cecilia Cheung, Cecilia Cheung and do not rule out the two-year contract and the effective time once again invited her to shoot endorsement ads, ‘all decisions by the consumers’ . In mid-July 2008, ‘successful marketing of’ The reporter called the Department of interviews with spokesmen for the brand strategy Mathias topic, Enwei to ‘advocate for any topic involving pairs of Mathias is really too sensitive. Spokesmen for the event for Mathias, as well as hurt the feelings of consumers Enwei is too great ‘refused an interview. Comments: Beijing CBCT Li, chairman of brand marketing from Mathias is mistaken in its case out of the door after the Yan