What are Lenovo's advertising techniques?

1. One of the strategies for advertising to create brand association is to use personalized characters as product spokespersons. There is a close relationship between Bo Huang and Zheng Xin chicken chops, Chen Ou and Jumeiyoupin, Jackie Chan and Bawang shampoo. However, advertising spokespersons are not the exclusive rights of stars. Experts, typical consumers and cartoon characters can also speak for brands, and sometimes typical consumers speak even better than stars. Here is an earlier but more striking example: the "villain" in the BBK cordless telephone advertisement. This "little man" who wears glasses and suspenders always likes to brag. He sat on the toilet listening to the news of the stock market. When waiting for an appointment, I was impetuous and looked "flattering" when I received a phone call from my girlfriend. This "little man" is called Xu Xiaoli. In fact, there are also big stars Jet Li and Schwarzenegger who have also advertised for BBK, but their advertisements are not so popular. According to a survey of BBK's three advertisements "Jet Li", "Schwarzenegger" and "Xu Xiaoli" by a survey company, consumers' awareness and recognition of "Xu Xiaoli" is much higher than the other two. People's overall impression of Xu Xiaoli is: "Very lively, relaxed and kind." It can be seen that when choosing an advertising spokesperson to establish brand association, we should pay attention to choosing a spokesperson whose personality is consistent with the brand personality. Just like Nike and Jordan, whenever Nike is mentioned, Jordan will be thought of, and Jordan's hard-working and positive professional image will be thought of, thus having a positive brand association with Nike brand.

2. Emotional appeal strategy of brand association

Emotional appeal refers to consumers' psychological, social or symbolic needs, expressing feelings and emotions related to enterprises, products and services, and guiding consumers to have purchasing desires and actions by arousing consumers' emotional voices. Emotional appeal is aimed at the emotional response of the object of appeal, which does not include or only includes a little information, and relies on feelings, feelings and emotions to establish the relationship between the brand and these emotions. If there is love in the sky, it will be old. Emotion is an eternal topic of human beings, and it is also the basis of maintaining the relationship between people. True and warm emotions can not only move themselves, but also others will be moved by what they see and hear. If a brand or product can deeply impress consumers, it will definitely show the ripples in consumers' hearts to the results of action. If he needs to vent some emotions in his later life, he will definitely think of the brand first. On the issue of making good use of the "gentle knife" of brand communication, many brands of multinational companies have made a lot of efforts and earned enough "emotional money" from consumers. For example, Kodak's advertisements have always focused on emotional themes such as "affection" and "warmth", making Kodak products enter thousands of households and become indispensable friends when many families share happiness.

Although in the process of brand building, besides advertising, other strategies such as public relations activities and event marketing are needed, and various strategies cannot be separated, these strategies should be systematically arranged in the whole process of brand building in order to play the greatest role. But there is no doubt that advertising strategy plays a vital role in the process of brand building. As the saying goes, "advertising is not everything, but without advertising, it is absolutely impossible." Therefore, it is of great practical significance to systematically study the advertising strategies that should be adopted in brand building and give full play to the effectiveness of advertising.