Yao ming has no longer a purely basketball player, he has become a brand symbol, is a symbol of the brand spirit. While Yao broker identity "Yao team", with Avatar as Yao Ming personal brand of professional managers.
"Yao team" Yao Ming's operation is successful, the shaping of their own but Yao irreplaceable influence, "Yao team" professionalism also play an important role. They Yao Ming's brand successfully avoided many of the Yao Ming "brand" weaknesses, Yao Ming as a "positive, hardworking good boy", Yao has laid the Foundation for the operation of the market.
A few years, "Yao team" has been working tirelessly trying to various brand tools to "leverage" move with Yao Ming's brand value. Whether it's public service activities of event planning and participation in, or the "Yao Ming fast food chains" brand licensing communication; whether it is suing the Coca-Cola brand equity protection, Yao Ming is still ongoing brand advocacy business development and investment, "Yao team" to get in return is obvious, Yao Ming's worth has been billion.
But lately the "Yao team" feel the shoulders under increasing pressure by: Yao Ming in the NBA career is not a straight line, the value of the "product" and there were no significant improvement, negative news about Yao Ming; while at the same time the growing hope that Yao Ming to own brand advocacy and foreign businesses are exponential rise. "Yao team" faced with a difficult choice, is on a low profile to meet more brand cooperation needs, or to high-end to maintain the scarcity of Yao Ming's brand?
Choose the former, then "before" Yao team built up painstakingly over Yao high-end, even as a luxury brand is likely to be seriously hurt. But if they choose the latter, continue walking Yao Maverick high-end brand routes to Yao Ming of the existing content of the "product" values, how long to retain its high-end image?
Already let "Yao team" feel anxiety.
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