谁是全球最受赞赏的品牌代言人
2014-03-04 16:09
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泰勒•斯威夫特 • 产品:健怡可乐 ·公司:可口可乐公司 ·最受赞赏公司排名:第6位 去年年底,饮料制造商可口可乐公司(Coca-Cola Co.)推出了一款“珍藏版”健怡可乐罐,上面印有这位格莱美奖(Grammy)得主的签名和她的一句话:“与众不同的人都是幸运儿,永远也不要轻言改变。”斯威夫特在消费者中拥有非常高的知名度(82%),她的Q分值为20。 | Taylor Swift • Product: Diet Coke • Company: Coca-Cola Co. • Most Admired Rank: 6 Late last year the beverage maker introduced a "collector's edition" Diet Coke can which features the Grammy winner's signature and one of her quotes: "If you're lucky enough to be different, don't ever change." Swift has high awareness among consumers --82%--and a Q Score of 20. 乔治•克鲁尼 • 产品:奈斯派索咖啡 • 公司:雀巢 • 最受赞赏公司排名:第31位 这位演而优则导的好莱坞巨星享有极高的人气。自2006年以来,他一直出演雀巢咖啡公司的广告片。谢弗说,85%的消费者认识克鲁尼(足足比一般的名人高出55个百分点),他的Q分值为22。这意味着,在熟悉克鲁尼的人群中,有22%的人声称他是自己最喜爱的明星之一。奈斯派索的官网写道,克鲁尼“受到万千粉丝和咖啡爱好者的倾慕,举手投足散发着内敛、优雅而又不失率真的气质。正是这些特质助推奈斯派索获得今日之成就。” | George Clooney • Product: Nespresso • Company: Nestlé • Most Admired Rank: 31 The actor and director, who has starred in the coffee company's commercials since 2006, enjoys off-the-charts popularity. Schafer says 85% of consumers are aware of Clooney (a whopping 55 points above the typical celebrity) and that he has a Q Score of 22, which means 22% of the population of people familiar with Clooney say he is one of their favorite personalities. On its website, Nespresso says Clooney "has charmed fans and coffee aficionados as the perfect personification of the understated elegance and authenticity that make Nespresso what it is today." |

泰勒•斯威夫特 • 产品:健怡可乐 ·公司:可口可乐公司 ·最受赞赏公司排名:第6位 去年年底,饮料制造商可口可乐公司(Coca-Cola Co.)推出了一款“珍藏版”健怡可乐罐,上面印有这位格莱美奖(Grammy)得主的签名和她的一句话:“与众不同的人都是幸运儿,永远也不要轻言改变。”斯威夫特在消费者中拥有非常高的知名度(82%),她的Q分值为20。 ![]() Beyoncé Knowles • Product: Pepsi • Company: PepsiCo • Most Admired Rank: 42 As part of a multiyear agreement reportedly valued at $50 million, the pop star's face has appeared on limited-edition soda cans, and she starred in a 60-second commercial in which she dances with images of herself from previous videos. Some 84% of consumers are aware of Beyoncé, and her Q Score is 20. |

奎因•莱提法 • 产品:封面女郎,潘婷 ·公司:宝洁 ·最受赞赏公司排名:第15位 宝洁公司正在这位女演员兼歌手身上加倍下注。很长时间以来,奎因•莱提法一直是这家公司封面女郎品牌的代言人。去年,这家日用消费品公司又聘请她代言潘婷丝质顺滑头发护理系列产品。“我们相信她坚强,俏皮的个性和对生活的热情能够引起女性的共鸣,”在宣布这项代言合约时,宝洁公司这样说道。奎因•莱提法拥有较高的知名度(76%),Q分值为16。 | Queen Latifah • Product: Cover Girl and Pantene • Company: Procter & Gamble • Most Admired Rank: 15 P&G is doubling down on the actress and singer. Last year the consumer goods company signed longtime Cover Girl spokeswoman to represent Pantene's Truly Relaxed and Truly Natural hair care collections. "We believe her strong, playful personality and passion for life resonates with women," the company said in announcing the deal. Queen Latifah's has 76% awareness and a Q Score of 16. 碧昂斯•诺利斯 • 产品:百事可乐 • 公司:百事公司 ·最受赞赏公司排名:第42位 有报道称,这位流行音乐巨星与百事公司(PepsiCo)签订了一份价值5,000万美元、为期数年的代言合约。她的面孔已经出现在了限量版汽水罐上。还有一条60秒的商业广告,碧昂斯在里面跟自己跟自己以前录像中的形象一起舞动。大约84%的消费者认识碧昂丝,她的Q分值为20。 | Beyoncé Knowles • Product: Pepsi • Company: PepsiCo • Most Admired Rank: 42 As part of a multiyear agreement reportedly valued at $50 million, the pop star's face has appeared on limited-edition soda cans, and she starred in a 60-second commercial in which she dances with images of herself from previous videos. Some 84% of consumers are aware of Beyoncé, and her Q Score is 20. |

奎因•莱提法 • 产品:封面女郎,潘婷 ·公司:宝洁 ·最受赞赏公司排名:第15位 宝洁公司正在这位女演员兼歌手身上加倍下注。很长时间以来,奎因•莱提法一直是这家公司封面女郎品牌的代言人。去年,这家日用消费品公司又聘请她代言潘婷丝质顺滑头发护理系列产品。“我们相信她坚强,俏皮的个性和对生活的热情能够引起女性的共鸣,”在宣布这项代言合约时,宝洁公司这样说道。奎因•莱提法拥有较高的知名度(76%),Q分值为16。 ![]() David Beckham • Company: Samsung Electronics • Most Admired Rank: 21 The Korean consumer electronics giant signed the British soccer star as its global brand ambassador for the London 2012 Olympics. Despite relatively low recognition in the U.S. -- two-thirds of consumers are aware of him and his Q Score is a below-average 11 -- Beckham has credibility among soccer fans and global consumers. "David Beckham was Samsung's number one choice to be global ambassador for the sponsorship of London 2012," the company said in announcing the alliance. |

沃伦•巴菲特 • 公司:伯克希尔-哈撒韦 • 最受赞赏公司排名:第4位 虽然从技术上说,伯克希尔-哈撒韦公司(the Berkshire Hathaway)CEO沃伦•巴菲特并不是一位明星代言人,但他绝对是这家位于奥马哈的控股公司的脸面和形象。他的识别率达到了43%,高于一般的名人。不过令人遗憾的是,他的Q分值(15)只能算是平均水平。 | Warren Buffett • Company: Berkshire Hathaway • Most Admired Rank: 4 Though the Berkshire Hathaway CEO isn't technically a celebrity spokesman, Buffett absolutely is the face of the Omaha-based holding company. His recognition rate of 43% is better than the typical celebrity's; alas, his Q Score of 15 is just average. 大卫•贝克汉姆 • 公司:三星电子 ·最受赞赏公司排名:第21位 韩国消费电子巨头三星电子(Samsung Electronics)聘请这位英国足球明星担任公司2012年伦敦奥运会品牌推广活动的全球形象大使。尽管贝克汉姆在美国的知名度相对较低(三分之二的消费者认识他,Q分值为11,低于平均水平),但在球迷和全球消费者中,这位万人迷拥有极大的号召力。“三星公司是2012年伦敦奥运会的赞助商,大卫•贝克汉姆是我们全球形象大使的头号人选,”这家公司在发布这项代言合约时曾经这样表示。 | David Beckham • Company: Samsung Electronics • Most Admired Rank: 21 The Korean consumer electronics giant signed the British soccer star as its global brand ambassador for the London 2012 Olympics. Despite relatively low recognition in the U.S. -- two-thirds of consumers are aware of him and his Q Score is a below-average 11 -- Beckham has credibility among soccer fans and global consumers. "David Beckham was Samsung's number one choice to be global ambassador for the sponsorship of London 2012," the company said in announcing the alliance. |

沃伦•巴菲特 • 公司:伯克希尔-哈撒韦 • 最受赞赏公司排名:第4位 虽然从技术上说,伯克希尔-哈撒韦公司(the Berkshire Hathaway)CEO沃伦•巴菲特并不是一位明星代言人,但他绝对是这家位于奥马哈的控股公司的脸面和形象。他的识别率达到了43%,高于一般的名人。不过令人遗憾的是,他的Q分值(15)只能算是平均水平。 ![]() The Gecko • Product: GEICO • Company: Berkshire Hathaway • Most Admired Rank: 4 Sorry, Warren. Apologies to George Clooney. Your Q Scores pale compared to that of the Gecko, insurance company GEICO's Cockney-accented mascot. The Gecko has 93% awareness among consumers and a Q Score of 35. (Licensed characters, on average, have 53% awareness and an average Q Score of 27.) "He's way up there," says Q Scores' Schafer. "On an even playing field [with non-characters], he has the strongest emotional connection of them all." 杰克龙 • 产品:政府雇员保险公司 • 公司:伯克希尔哈撒韦 • 最受赞赏公司排名:第4位 对不起,沃伦。抱歉,乔治•克鲁尼。跟政府雇员保险公司(GEICO)满口伦敦腔的吉祥物杰克龙比起来,你们的Q分值弱爆了。杰克龙在消费者中拥有高达93%的知名度,Q分值高达35。(平均来说,特许使用的卡通人物形象拥有53%的知名度,平均Q分值为27。)“他的知名度非常高,”Q分值公司的谢弗说。“与那些非卡通形象的代言人公平比较,你会发现,他拥有最强大的情感联系。”(财富中文网) 译者:叶寒
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