当明星们开始在公众的天空里星光闪烁的时候,他们也就不由自主地成为受人追逐和评判的大众品牌。时代的发展潮流如此,个人品牌的主动营销也就没必要再有任何的掩饰,而合理地追求品牌价值的最大化,保持品牌的永续经营,才是明星们必须完成的营销任务。事实上,在这里探讨刘翔个人品牌营销的战略迷失,正是基于这种认知前提下的一个现实:刘翔(?)在品牌价值上并没有达到其应有的高度。作为男子110米栏的奥运会冠军、平世界记录的超级飞人,刘翔在中国体育史上的里程碑意义,较之于姚明有过之而无 As the stars begin to flicker in the public sky, they too can not help becoming a mass brand chased and judged by others. The trend of development of the times so, the active marketing of individual brands there is no need for any further cover up, but the rational pursuit of maximizing brand value, to maintain the brand of sustainable development, is the star must complete the marketing task. In fact, exploring the strategic loss of Liu Xiang’s personal brand marketing here is based on the fact that Liu Xiang (?) Does not reach its desired level in brand value. As a men’s 110-meter hurdles Olympic champion, world record super-flying, Liu Xiang in the history of Chinese sports landmark, compared to Yao had nothing