品牌最喜欢用的7个明星代言人.doc

Worlds Most Admired pitchmen品牌最喜欢用的7个明星代言人Fortunes Worlds Most Admired list is the definitive measure of corporate reputation. So it should come as no surprise that when Most Admired companies use celebrities to represent their brands, they tend to select some pretty high-wattage individuals. Fortune asked the Q Scores Company, which produces data on consumers emotional connections with celebrities and other figures, to provide Q Scores for brand ambassadors associated with several of the companies on the WMAC Top 50 All-Stars list. A high Q Score, says Henry Schafer, executive vice president of the company, implies trust, integrity, believability and strong emotional bonds. (The typical celebrity, Schafer says, enjoys awareness from about 30% of the population, and of those who are aware of the celebrity, about 16% say that individual is a favorite personality.）财富(Fortune)全球最受赞赏公司榜单(WMAC)是最具权威性的公司声誉衡量指标。在选择品牌代言人时，这些公司往往最青睐那些魅力四射的俊男靓女，这种倾向不足为奇。Q分值公司(Q Scores Company)以发布消费者与名人和其他人物的情感联系数据著称。应财富邀请，这家调查公司为我们提供了与多家WMAC前50强公司有关联的“品牌大使”的Q分值。这家公司的执行副总裁亨利谢弗表示，高Q分值意味着信任，正直，可信度和强大的情感纽带。（谢弗说，一位典型的名人能够被大约30%的人认出，而在那些认识这位名人的人群中，大约16%的人声称，他或她是自己最喜爱的明星。）George Clooney乔治克鲁尼 Product: Nespresso 产品：奈斯派索咖啡 Company: Nestl 公司：雀巢 Most Admired Rank: 31 最受赞赏公司排名：第31位The actor and director, who has starred in the coffee companys 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.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。”Taylor Swift泰勒斯威夫特 Product: Diet Coke 产品：健怡可乐 Company: Coca-Cola Co.公司：可口可乐公司 Most Admired Rank: 6最受赞赏公司排名：第6位Late last year the beverage maker introduced a collectors edition Diet Coke can which features the Grammy winners signature and one of her quotes: If youre lucky enough to be different, dont ever change. Swift has high awareness among consumers -82%-and a Q Score of 20.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。Beyonc Knowles碧昂斯诺利斯 Product: Pepsi 产品：百事可乐 Company: PepsiCo 公司：百事公司 Most Admired Rank: 42最受赞赏公司排名：第42位As part of a multiyear agreement reportedly valued at $50 million, the pop stars 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 Beyonc, and her Q Score is 20.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。Queen Latifah奎因莱提法 Product: Cover Girl and Pantene 产品：封面女郎，潘婷 Company: Procter & Gamble公司：宝洁 Most Admired Rank: 15最受赞赏公司排名：第15位P&G is doubling down on the actress and singer. Last year the consumer goods company signed longtime Cover Girl spokeswoman to represent Pantenes 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 Latifahs has 76% awareness and a Q Score of 16.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大卫贝克汉姆 Company: Samsung Electronics 公司：三星电子 Most Admired Rank: 21最受赞赏公司排名：第21位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 Samsungs number one choice to be global ambassador for the sponsorship of London 2012, the company said in announcing the alliance.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。Warren Buffett沃伦巴菲特 Company: Berkshire Hathaway 公司：伯克希尔-哈撒韦 Most Admired Rank: 4 最受赞赏公司排名：第4位Though the Berkshire Hathaway CEO isnt 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 celebritys; alas, his Q Score of 15 is just average.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杰克龙 Product: GEICO 产品：政府雇员保险公司 Company: Berkshire Hathaway 公司：伯克希尔哈撒韦 Most Admired Rank: 4 最受赞赏公司排名：第4位Sorry, Warren. Apologies to George Clooney. Your Q Scores pale compared to that of the Gecko, insurance company GEICOs 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.) Hes way up there, says Q Scores Sch