In recent years, a number of LED lighting companies come to many celebrities for their products endorsement, hoping to create a brand awareness in the shortest possible time. Admittedly, although this "burn-money" approach has a certain effect on building brand awareness in the short term, is it desirable to start a brand in this way?
The strength and culture of a brand on behalf of the business, a brand awareness and reputation of the company to gain market share will be greater. The formation of the brand takes time precipitation, but different companies in the process of building a brand of different time, which depends on the positioning and tactics of enterprises. Enterprises in the process of building a brand can actively promote the use of various media, but also to think about how to quickly through the channel to reach the strategic layout by the dotted line. In the choice of celebrity endorsement, the first to measure the business, we must give full consideration to whether the business has enough funds to support high endorsement fees, celebrity endorsements can bring long-term profits, whether the company's products have enough to impress consumers at the core Competitive Advantage. If there is no cost-effective products and services to support the foundation, then the stars, no matter how good the channel model can not help companies profit.
LED lighting industry in full swing, after all, is a contest on the "brand", "Brand War" under the "King" and "Kou", will ultimately be reflected in the merits and demerits of LED lighting products and services are advanced. In other words, products and services are the foundational elements of the LED brand.