近来,名人代言事件连续发生,“名人代言”的话题又成为人们议论的焦点。在“名人效应”甚好的中国市场,众厂商纷纷对明星青睐有加。出于利益的驱动,明星们也难以抵挡诱惑。产品品牌与明星个人品牌结合,相得益彰的不在少数,但两败俱伤的更是不胜枚举。为进一步剖析名人代言和品牌建设之间的关系,本刊记者采访了品牌专家李光斗先生。 Recently, celebrity endorsements have occurred continuously, and the topic of “celebrity endorsement” has become the focus of discussion again. In the “celebrity effect” is very good in the Chinese market, all manufacturers have favored celebrities. Out of interest-driven, stars are also difficult to resist the temptation. Product brand and celebrity personal brand combination, complement each other is not a minority, but it is too numerous to lose. In order to further analyze the relationship between celebrity endorsements and brand building, our correspondents interviewed Mr. Li Guangdian, a brand expert.