卡通形象在中小企业品牌推广中的应用(英文翻译)

The Application of Cartoon Image in Small and Medium

Enterprise’s Brand Promotion

Cartoon image speak is aslo called virtual image speak or perceptual image speak, it is a relatively new business activities. It usually has a unique individual character, distinct characteristic of external image, highly recognition ,humor in language, lively and interesting of behaviors, which is complied with the popular taste.

1.the present application situation of cartoon image speak in the domestic

At present, domestic enterprises keen to choose stars as its brand spokesperson. Star endorsement, especially big star, its usually charges not poor, sometimes even astronomical.The extreme example is T ony leung,who charged 10 million for the panda mobile phone. Market research shows that the cost of domestic enterprises pay for the star endorsement usually account for more than half of the total advertising cost,it brings the heavy burden to these enterprises, especially small and medium enterprises.

Cartoon image speak is different from star endorsement, it takes one part of the business,and is designed out by the enterprises according to their own brand positioning and brand image.The only fees enterprises spend is the virtual spokesperson

of the production, promotion and maintenance,which is much lower relatively to the cost of star endorsement.It is very attractive to most small and medium enterprises, and is more advantageous to the whole brand promotion in the long run.

2.the advantage of cartoon image speak

1）Low cost

As is described above, the cost of cartoon image spokesperson’s production, maintenance is relatively cheap to star endorsement. These advertisement cost savings have very important meanings to the small and medium enterprises whose capital operation is relatively nervous. Due to their own limitations, particularly the capital which often more tight, cartoon image speak has the same effect as a star endorsement, sometimes even more superior; On the other hand, it costs less.It is the gospel of the brand promotion to small and medium enterprises.

2）The specificity of brand image

As businessman frequently invite stars for endorsement, causing many stars represent several brands at the same time, which usually have no connection between brands.This often making some consumers cause confusion to these endorsement products, what’s more,it even causes negative effect. For example , Zhao wei was contemporary be the spokesperson for great sanitary

napkin and delicious progression cookies.But two distinct endorsement make the conflict between this two kinds of brand image, when consumers buying, it will produce embarrassed, the effect of star endorsement is greatly at a discount.

So it is a more sensible choice for small and medium enterprises to choose the appropriate cartoon image speak. Both on the common star endorsement to the fore, and to maximize the advantages for spokesperson , and bring the positive significance to the construction of the brand's core value.

3）Easy to form the brand association

Brand association is to recall something associate with brand when consumers see the brand, it is the most powerful weapon when forming the brand image.In China market where the brands are numerous but lack obvious characteristics, distinct brand association have very important guidance to the consumers.Cartoon image spokesperson can greatly help enterprises build brand association, rich brand connotation,which have significant meaning to enterprises' brand promotion.

3. The criteria that enterprises use of the cartoon image speak

1）Market research is necessary

Cartoon image spokesperson is the cartoon image which designed according to the psychological needs of the target