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  • What Are The Pros and Cons of Endorsement

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    Quang Anh Chu
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    The document discusses several topics: 1) The pros and cons of celebrity endorsements, including building reputation but potential issues with notoriety or the celebrity overshadowing the brand. 2) Attributes of a good brand such as having a clear purpose, understanding target audiences, and defined mission and competition. 3) Changes that may occur when a company restructures like altering the organizational structure, reducing the workforce, changing leadership, and rebranding. 4) Key characteristics of VinGroup, one of Vietnam's largest corporations, including its diversified portfolio and strong brand recognition. 5) An example of a viral campaign, the ALS Ice Bucket Challenge from 2021, which encouraged sharing videos of

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    The document discusses several topics: 1) The pros and cons of celebrity endorsements, including building reputation but potential issues with notoriety or the celebrity overshadowing the brand. 2) Attributes of a good brand such as having a clear purpose, understanding target audiences, and defined mission and competition. 3) Changes that may occur when a company restructures like altering the organizational structure, reducing the workforce, changing leadership, and rebranding. 4) Key characteristics of VinGroup, one of Vietnam's largest corporations, including its diversified portfolio and strong brand recognition. 5) An example of a viral campaign, the ALS Ice Bucket Challenge from 2021, which encouraged sharing videos of

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    6 views2 pages

    What Are The Pros and Cons of Endorsement

    Uploaded by

    Quang Anh Chu
    The document discusses several topics: 1) The pros and cons of celebrity endorsements, including building reputation but potential issues with notoriety or the celebrity overshadowing the brand. 2) Attributes of a good brand such as having a clear purpose, understanding target audiences, and defined mission and competition. 3) Changes that may occur when a company restructures like altering the organizational structure, reducing the workforce, changing leadership, and rebranding. 4) Key characteristics of VinGroup, one of Vietnam's largest corporations, including its diversified portfolio and strong brand recognition. 5) An example of a viral campaign, the ALS Ice Bucket Challenge from 2021, which encouraged sharing videos of

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    1)What are the pros and cons of endorsement?

    Advantage

    -Build Reputation: A celebrity when they advertise your company will have many fans who love and
    know about your product.

    Standout: Using a celebrity to represent you helps differentiate your brand from your competitors.
    Increase competitiveness with other companies

    -Create a new market by choosing the right celebrity to advertise.

    Disadvantage

    - Notoriety: If you choose a celebrity who has had a lot of scandals, and is not popular with
    everyone. Your brand may be falling apart

    -Overshadowed: When someone too famous advertises for you. People will be so focused on their
    image that they forget about your product

    - Very expensive to pay.

    2) What makes a good brand?

    - To make a good brand need:

    - Has a clear purpose

    - Know target audience they can expansion market, create a new market therefore they can easy to
    segment your customer

    - Has defined mission

    - Defined to their competition

    - Good leadership

    3) What may happen when a company is restructured?

    When a company is restructured, several changes may occur, such as:

    -Change in organizational structure: The company may change its hierarchical structure to a more
    efficient one.

    -Reduction in workforce: The company may lay off employees to cut costs and improve profitability.

    -Change in leadership: The company may replace its current leadership to improve decision-making.

    -Rebranding: the company can rebrand to refresh its image.

    4) Think about an organization that you know in Vietnam: analyse its characteristics.
    VinGroup was founded in 1993 and has since become one of the largest corporations in
    Vietnam.Some of the key characteristics of VinGroup include:Diversified business portfolio:
    VinGroup operates in multiple industries, which allows it to mitigate risks and capitalize on different
    growth opportunities.Strong brand recognition: VinGroup is a well-known brand in Vietnam and has
    built a reputation for quality and innovation.

    5) Give an example of viral campaigns you have heard about?

    The ALS Pepper Challenge was launched in 2021 to raise awareness and funds for ALS. Participants
    were encouraged to eat a hot pepper and challenge others to do the same or make a donation. The
    campaign gained momentum on social media platforms, with participants recording their reactions
    and sharing them using the hashtag.

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