Celebrity Brand Endorsement Yog Tsim Nyog Billions. Dab tsi tuaj yeem yuam kev, Kanye?

Celebrity Brand Endorsement, Dab tsi ntxiv? George Clooney tau kwv yees li $ 40 lab pom zoo rau Nespresso, thaum Beyoncé tau kos npe rau daim ntawv cog lus ntau xyoo nrog Pepsi muaj nqis txog $ 50 lab, ua rau $ 26 lab daim ntawv cog lus uas Taylor Swift tau kos npe nrog Coca-Cola hauv 2013 saib ... me ntsis tiaj tus.

Thiab raws li Harry Styles thiab Gucci coj cov xim zoo nkauj rau kev sau tshiab, Lionel Messi thiab Kylian Mbappé yuav raug tawm tsam hauv World Cup kawg, tus Argentine tau tawm hauv Adidas thiab tus txiv neej Fabkis hnav Nike.

Kev siv cov neeg nto moo thiab cov neeg ncaws pob los txhawb koj lub npe tau nyob ib puag ncig rau ntau pua xyoo. Cov gladiators hauv Rome tau raug txib kom pom zoo cov roj txiv roj. Thiab tam sim no nrog kev tshaj xov xwm, David Beckham thiab Kim Kardashian coj lawv cov kiv cua loj heev mus rau qhov ua pov thawj tau txais txiaj ntsig zoo rau cov neeg muaj koob npe thiab lub npe. Yog li, dab tsi yuav mus tsis ncaj ncees lawm?

Ob peb lub lis piam dhau los, tus tsim khaub ncaws hom Balenciaga tshaj tawm tias nws yuav tsis ua haujlwm nrog Kanye West lawm. Adidas, Gap, thiab Foot Locker sai sai ua raws. Lub caij no, NFL Quarterback Tom Brady thiab supermodel Gidele Bundchen raug liam tias dag ntxias cov tub ua lag luam uas poob nyiaj hauv crypto pauv, FTX. Thiab yav dhau los Askiv thiab Manchester United footballer David Beckham yog nyob rau hauv lub tsom teeb rau kev lees txais kwv yees li £ 150m ua tus thawj coj ntawm lub ntiaj teb khob hauv Qatar thiab ntsib kev thuam los ntawm tib neeg txoj cai thiab LGBTQ + cov neeg tawm tsam.

Yog li yuav ua li cas ob lub npe thiab cov neeg ua yeeb yam zoo tshaj plaws rau lub zog muaj peev xwm thiab qhov tsis zoo ntawm kev pom zoo? Giana Eckhardt yog tus xibfwb ntawm Kev Lag Luam ntawm King's Business School hauv London, thiab tus kws tshaj lij hauv kev ua haujlwm ntawm cov neeg siv khoom tus cwj pwm thiab kev lag luam. Nws cov lus qhia yooj yim. "Lub hom tuaj yeem saib rau yav dhau los tus cwj pwm kom paub tseeb tias muaj kev pheej hmoo rau yav tom ntej ntawm implosion (tshwj xeeb yog tus cwj pwm hauv online). Cov neeg yuav qhia rau koj paub tias lawv yog leej twg. Saib tsis muaj ntxiv dua li Donald Trump ua tus qauv. Tab sis tib yam yog qhov tseeb rau Kanye West, uas muaj keeb kwm ntev ntawm kev tsis zoo tweets, piv txwv li.

Rau David Dubois, Associate Professor ntawm Kev Lag Luam ntawm INSEAD thiab tus thawj coj ntawm lub tsev kawm ntawv lub tsev kawm ntawv thiab txoj haujlwm online, Thawj Tswj Kev Lag Luam Digital, tuam txhab uas muag yuav tsum tsis txhob muaj overly reliant cia siab rau ib tug tib neeg. “Cov neeg nto moo tsuas yog tib neeg xwb. Cov tuam txhab lag luam yuav tsum koom nrog kev pheej hmoo los ntawm kev xav txog kev sib koom tes nrog ntau tus neeg muaj kev cuam tshuam, tsis yog ib qho. Lawv tsuas yog yuav tsum nkag siab txog kev siv tactical thiab tus nqi ntawm cov neeg muaj koob meej, tsis yog siv lawv ntawm qib kev sib tw uas tuaj yeem ua rau muaj kev phom sij heev.

Kev nkag siab thiab tswj cov hom lag luam uas tseem yog cov tib neeg xws li Martha Stewart tau ua kom pom tseeb ntawm kev tshawb fawb los ntawm Giana Eckhardt nrog Susan Fournier, Senior Associate Dean ntawm Boston University Questrom Tsev Kawm Ntawv Kev Lag Luam, thiab tau luam tawm los ntawm American Marketing Association. Hauv lawv tsab xov xwm, 'Tswj Kev Risk hauv Human Hom', cov kws sau ntawv lees paub tias, "Tib neeg cov khoom lag luam muaj kev pheej hmoo vim tias tib neeg tuaj yeem muaj kev pheej hmoo ntau ntxiv rau cov xwm txheej tsis zoo xws li kev mob lossis kev coj tsis ncaj, thiab cov teeb meem muaj koob npe nrov tuaj yeem txo qis rov qab los."

Nike yuav tsis muaj kev khuv xim kos npe nrog Michael Jordan nyob rau hauv 1984, rau dab tsi thaum ntawd yog ib tug tsib-xyoo deal muaj nqis $500,000 ib xyoo. Tab sis raws li Forbes, Adidas yuav poob $ 650 lab tom qab tso Kanye's Yeezy Line.

"Thaum txiav txim siab txog kev pom zoo thiab kev koom tes hauv kev lag luam, qhov kev txiav txim siab tseem ceeb yog seb leej twg yog tus neeg ua yeeb yam zoo li ib tus neeg ua raws li lub hom phiaj kom pom zoo," piav qhia Giana Eckhardt. Piv txwv li, yog tias tus neeg muaj koob muaj npe yog tus neeg taug txuj kev nyuaj (Richard Branson), yog li yuav tsum yog lub npe. Thaum cov no nyob rau hauv kev sib raug zoo, qhov tseeb ntawm qhov kev pom zoo yog qhov siab tshaj plaws, thiab yog li ntawd, kev sib koom tes tuaj yeem ua rau muaj kev sib koom ua ke rau lub hom phiaj thiab cov neeg muaj koob npe. "

Txawm hais tias muaj kev npau taws dhau los ntawm David Beckham qhov $ 150 lab 10-xyoo kev cog lus los ua tus sawv cev rau Qatar, Dr. Rajesh Bhargave, Associate Professor of Marketing ntawm Imperial College Business School tau hais txog qhov tseem ceeb ntawm kev sib koom ua lag luam. "Muaj ob sab rau txhua zaj dab neeg, thiab David Beckham tej zaum pom nws li 'Kuv nyob ntawm no los txhawb kev ncaws pob ntiaj teb thiab ncaws pob. Kuv loj hlob ua si ncaws pob, uas yog kuv thaum yau ib yam li ntau tus menyuam yaus thoob ntiaj teb.'

Tab sis Bhargave hais tias cov cai ntawm kev koom tes sib txawv thaum cov neeg ua yeeb yam nthuav tawm lawv tus kheej ua ib tus neeg mob siab rau ntau yam ua rau. “Tom qab ntawd lawv yuav tsum ua raws li qhov kev mus tom ntej. Yog tias kuv yog tus kws ncaws pob nto moo, kuv yuav ceev faj ntau dua vim kuv tsis xav tau tiptoeing txhua lub sijhawm. " Nws taw qhia rau tus piv txwv ntawm Michael Jordan uas nyiam tsis coj pej xeem kev nom kev tswv thiab es tsis txhob tsom mus rau kev ntaus pob. "Republicans yuav khau ntaub ib yam nkaus."

Nike ntaus kub nrog Jordan deal 38 xyoo dhau los, tab sis daim ntawv lo ntawm ntau tus neeg muaj koob npe pom zoo yog qhov muag pom. Lub hnub qub ntawm hit TV series Niaj hnub nimno Tsev Neeg, Sofia Vergara tau kos npe nrog Pepsi, Lub Taub Hau & Lub xub pwg nyom, thiab Quaker Oats ntawm lwm tus hauv xyoo 2011 muaj nqis tshaj tawm txog $ 94.5 lab, thaum Jay-Z tau kos npe $ 20 lab nrog Samsung thiab Academy Award tus yeej Charlize Theron tau kos npe rau $ 55 lab 11-xyoo daim ntawv cog lus. nrog Dior rau J'adore naj hoom. Cov no yog qhov txwv tsis pub rau ntau lub npe, thiab INSEAD's David Dubois qhia cov tuam txhab kom tsis txhob pom lawv qhov tseem ceeb ntawm kev lag luam.

"Qhov tseem ceeb tshaj plaws yog qhov sib npaug ntawm kev ncav cuag thiab kev ua tau zoo. Feem ntau cov tuam txhab mus cuag - cov neeg muaj koob muaj npe siab - uas feem ntau tuaj ntawm cov txiaj ntsig ntawm kev ua tau zoo thaum muaj koob npe tsis hloov mus rau hom. " Hauv Dubois 'kev paub, nws yog qhov zoo dua mus rau cov neeg qis dua uas nyob ze rau hom DNA. "Koj tuaj yeem nrhiav tau yooj yim los ntawm kev txheeb xyuas kev tshaj tawm hauv zej zog. Cov neeg qis dua no tau nyob ze rau lawv cov thwjtim, thiab yog li ntawd yuav ua rau kev pom zoo / kev sib koom ua lag luam zoo dua. "

Cristiano Ronaldo yog nyob rau lub hli no yog tus neeg ua raws ntau tshaj plaws ntawm Instagram, nrog ntau dua 513 lab tus neeg ua raws. Qhov ntawd hauv ib feem piav qhia nws $ 1 Billion lub neej kev cog lus nrog Nike, uas yav dhau los Forbes Senior Editor Kurt Badenhausen tau tshaj tawm tej zaum yuav yog ib qho kev sib tw rau cov sportswear loj heev.

Kev tshaj xov xwm tau hloov pauv cov ceg txheem ntseeg rau ob lub npe thiab cov neeg muaj npe nrov, tab sis Giana Eckhardt ntawm King's Business School pom qhov zoo thiab qhov tsis zoo. "Kev tshaj xov xwm ib txhij muab cov neeg nto moo thiab cov npe tswj hwm lawv txoj kev sib raug zoo nrog cov kiv cua thiab cov neeg siv khoom, vim nws tso cai rau lawv sib txuas lus ncaj qha. Tab sis lawv kuj tseem muaj kev tswj hwm tsawg dua, vim tias lub ntsiab lus ntawm kev coj noj coj ua ntawm cov hom lag luam thiab cov neeg ua yeeb yam tau txiav txim siab los ntawm lwm tus - kaw lwm tus lossis nyob deb ntawm lwm tus - hais thiab xav txog lub hom, thiab lwm tus hais dab tsi hauv kev tshaj xov xwm tsis tuaj yeem tswj tau. "

Rau Eckhardt tus yuam sij rau kev vam meej hauv kev sib raug zoo chaw yog qhov tseeb. "PR spin tsis ua haujlwm nyob ntawd."

David Dubois hais txog qhov tseem ceeb ntawm kev tsim kho cov ntsiab lus hauv social media. "Txhua tus neeg yog lub zog tshaj tawm xov xwm, yog li koj yuav tsum tig koj tus kheej mus rau hauv lub zog ntawm cov ntsiab lus. Qhov no yuav tsum muaj kev ua haujlwm tshiab, cov tswv yim, thiab cov hauv paus ntsiab lus. "

Yog li, yog tias tus tub ntxhais kawm MBA tau tsa tes rau hauv chav kawm kom nug seb peb cov kws tshaj lij yuav qhia dab tsi rau David Beckham lossis Kim Kardashian thaum ntsib kev thuam rau lawv qhov kev pom zoo lawv yuav teb li cas?

"Kuv xav hais tias nws lig dhau rau David Beckham ua ib yam dab tsi," teb Giana Eckhardt, uas qhia Brand Management hauv MSc Digital Marketing program ntawm King's Business School. "Nws twb tau xaiv los ua ib feem ntawm Kev Sib Tw Ntiaj Teb hauv Qatar thiab tsis tuaj yeem tawm ntawm nws tam sim no. Yog tias nws tau hais lus rau txim rau lub ntiaj teb khob los ntawm kev txais nyiaj los ntawm nws cov neeg txhawb nqa, nws yuav tsis tau txais lwm qhov kev pom zoo. "

Ntawm INSEAD, David Dubois yuav txhawb kom khiav qhov kev pheej hmoo tshawb xyuas ntau lub sijhawm sib txawv. Nyob rau lub sijhawm luv luv, lawv yuav tsum sib xyaw ua ke sov so, pob tshab, kev txawj ntse thiab kev cog lus hauv lawv cov lus. Nyob rau hauv lub sij hawm ntev, lawv yuav tsum tau recalibrate lawv hom DNA los ntawm lwm yam kev koom tes los yog rephrasing ntawm qhov kev koom tes.

Dr. Rajesh Bhargave qhia ntau yam kev kawm hauv Imperial College Business School, suav nrog cov kev kawm hauv Ph.D., Executive Education, MBA, thiab Pre-experience Masters. Nws sau tseg qhov cuam tshuam txog kev cai lij choj uas yuav tshwm sim yog tias David Beckham muab rov qab £ 150 lab. "Txhua qhov xwm txheej txawv me ntsis, thiab nws nyuaj vim tias lub sijhawm lawv thov txim rau tej yam nws nyuaj thiab nyuaj thiab lawv tuaj yeem raug kev poob."

Rau Bhargave yog ib qho tseem ceeb ntawm cov tub ntxhais kawm yog qhov tseem ceeb ntawm kev lag luam tseem zoo ib yam. "Peb yuav tsum hais lus rau cov neeg siv khoom thaum cov neeg siv khoom txaus siab. Thiab nws muaj tseeb tias yam uas cov neeg siv khoom xav txog yog hloov pauv, lub neej hloov pauv. Tib neeg mob siab rau qee yam teeb meem, feem ntau vim yog kev tshaj xov xwm. Cov neeg siv khoom paub ntau dua, thiab txhua yam muaj kev lag luam tawm. Ob lub npe thiab cov neeg muaj npe nrov yuav tsum xav txog ob kauj ruam ua ntej. "

Giana Eckhardt xav kom Beckham tos khoom tawm. "Muaj ntau lub npe tsis yog tib neeg uas tau lees paub lub Ntiaj Teb Khob hauv Qatar yam tsis tau txais kev thuam uas Beckham tau txais - Budweiser, Adidas, Visa, McDonalds, thiab lwm yam. Yog tias nws tsuas yog nteg qis ntawm kev tawm tsam kev tawm tsam yuav tuag. Thaum kawg, Beckham lub hom lag luam peev yog khi rau kev ncaws pob, yog li ntawm qhov kev nkag siab ntawd, nws pom zoo rau lub ntiaj teb khob yog nyob rau hauv kev sib raug zoo. "

Tej zaum yuav tsis muaj knighthood xyoo no los ntawm King Charles, tab sis rau Eckhardt nws yuav tsis plam cov kiv cua ntawm qhov no. "Nws yuav tsis nco qab txog lub sijhawm World Cup 2026 hauv Asmeskas los txog."