公共关系的品牌效应资料.docVIP

论品牌形象代言人的公关效应 摘 要 在现代社会，资讯过剩成为影响传播效果的直接因素。在这个眼球经济的时代，如何在众多的资讯中脱颖而出，吸引消费者的注意，在市场上站稳脚跟，是人人都在思索的问题。各个企业都在考虑如何形成更有效的销售宣传促进效应，特别是对于新进入市场的产品来说，迅速打开市场，增加知名度是第一要务。在广告大战中，起用形象代言人成为最惯用的手法之一。如果一个普通的制作精良的广告在其目标消费者看到第五次时有可能促成其购买行为，那么代言人在广告中的启用便能降低引起消费者购买欲望的次数。科学的使用形象代言人可以使产品或企业迅速赢得消费者认同，进入市场，引起广泛关注，从而强化投资信心，稳定合作关系。同时代言人的加入有利于推进企业公共关系的有效运转，拉近与媒体的距离，增加暴光率，从而有利于树立企业形象，吸引更多的优秀人才。 本文首先分析品牌形象代言人的影响，并对品牌形象代言人的公关效应进行了粗略的定义；其次从社会心理学的偶像崇拜理论、从众心理和光环效应理论、个性心理学的自我概念理论方面对品牌形象代言人公关效应的作用机理分析；再次，对品牌形象代言人具体公关效应从消费者、品牌增值和多品牌战略进行了分析；最后提出充分发挥品牌形象代言人公关效应的策略。 关键词：品牌；形象；代言人 Abstract Information redundancy becomes the direct factor affecting spreading effect in modern society. In this eyeball economy times, entrepreneurs are all think about how to attract consumer attention, how to become eminent. Every enterprise is pondering how to get good propagated effect, win marketplace and increase notability especially as for the product entering a marketplace newly promoting an effect. In advertisement big battle, promoting the image spokesman becomes one of the most customary gimmicks. Using image spokesman scientifically can make the product or enterprise accepted by consumer, enters a marketplace, arouses broad attention, strengthens the confidence of invest, stabilize a cooperation. At the same time, spokesman beneficial can smooth enterprise public, pull close the distance with the medium, increase exposure rate, and then is beneficial to setting up enterprise image, attracts more excellent employee. Firstly, this article analyzes the effect of brand image spokesman, and gives a rough definition on public relation of brand image spokesman effect. Secondly, it analyzes effect mechanism of image spokesman from social psychology theory and individuality psychology theory. Thirdly, it from the consumer, brand added value to many brands strategy aspect explain concrete brand image spokesman public relation effect. Finally, it brings forward some tactics to bring image spokesman public relation effect play mor