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所在平台: Udemy |
课程主页: https://www.udemy.com/course/celebrity-endorsements-enhanced-brand-preferences/
课程评论：没有评论
课程名称：名人代言与增强品牌偏好 课程概述：此课程阐释了差异化品牌传播的理念，并清晰地介绍了名人代言的概念及其在品牌传播中的作用。名人代言常被营销人员运用，以帮助品牌摆脱信息传播的混乱，但单纯依靠名人代言进行品牌推广是不够的。首先，营销人员需要明确品牌是否真的需要名人代言。如果需要，那么在筛选代言人以及概念构思方面必须非常审慎。如果在这些方面缺乏有效性，代言反而可能对品牌造成负面影响。 本课程将带领学生探索与名人代言相关的多个重要方面，包括名人选择的科学、代言的决定因素及结果的解析，以及如何在各行业中有效管理代言，以提升公司盈利能力和品牌偏好。尽管课程包含的案例基于印度市场，但其课程设计在全球范围内均具有相关性和适用性。预计通过本课程的学习，学生将成为明智且有效的品牌传播专业人士，为品牌提供更大的可见度和推广效果。
The course explains the idea of differentiated brand communication along with offering crystal clear idea about what is celebrity endorsement and the role of celebrity endorsement in the context of brand communication. Celebrity endorsements are often followed by marketers to allow brands get liberated from the communication clutter but then merely resorting to celebrity endorsements for brand promotion is not enough. First and foremost a marketer needs to understand whether or not a brand requires a celebrity. If yes, then there has to be absolute prudence in not just short listing a celebrity for a brand but also the conceptualization of the endorsement plot. Lack of effectiveness on these counts will do more harm to a brand through endorsements rather than any good.The course thus takes the students through various important aspects related to celebrity endorsements like the science behind celebrity selection, contributors and outcomes of endorsements have been explained. Also how to manage endorsements across industry verticals so as to enhance company profitability and brand preferences.Although the course carries examples based on Indian market, the designing of the curriculum is globally relevant and applicable. It is expected that students after undertaking this course will emerge as wise and effective brand communication professionals to offer brands greater visibility and mileage.
