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一、借名争名与相关名人建立联系,将企业的产品提供给他们使用,利用名人在社会各方面的重大影响,为企业作“活广告”,从而达到提高企业知名度的目的。德国的体育用品生产“帝国”阿迪达斯公司,每生产出一种新产品,都要请世界体坛名星穿着参加比赛,同时还赠给体坛名星可观的报酬。1936年柏林奥运会时,阿迪达斯公司把刚发明的短跪运动鞋送给夺标有望的美国黑人运动员欧文斯使用。结果,欧文斯一连夺取了四块金牌。阿迪达斯公司的运动鞋也因此名声大振,畅销世界各地。二、借机买名利用诸如大规模的博览会、展评会、重大的旅游活动和产品展评活动等有利时机,抓住机会,主动出
1. To establish contact with relevant celebrities by name and name, to provide the products of the enterprise to them, to make use of celebrities’ major influence in all aspects of society, and to make “living advertisements” for the enterprise so as to achieve the purpose of improving the reputation of the enterprise. Germany’s sporting goods production “Empire” Adidas, for each production of a new product, must be invited to participate in competitions in the world of sports stars, but also rewarded a considerable number of sports stars. At the Berlin Olympics in 1936, Adidas presented the newly-invented short-sneakers to Owens, a promising black American athlete. As a result, Owens won four gold medals in a row. Adidas’s sports shoes have gained popularity and have sold well all over the world. Second, take the opportunity to use names such as large-scale fairs, exhibitions, major tourism events, and product exhibitions and assessments, and take advantage of opportunities to take the initiative.