品牌最喜欢用的7个明星代言人.doc

Worlds Most Admired pitchmen 品牌最喜欢用的7个明星代言人 Fortunes Worlds Most Admired list is the definitive measure of corporate reputation. So it should come as no surprise that when Most Admired companies use celebrities to represent their brands, they tend to select some pretty high-wattage individuals. Fortune asked the Q Scores Company, which produces data on consumers emotional connections with celebrities and other figures, to provide Q Scores for brand ambassadors associated with several of the companies on the WMAC Top 50 All-Stars list. A high Q Score, says Henry Schafer, executive vice president of the company, implies trust, integrity, believability and strong emotional bonds. (The typical celebrity, Schafer says, enjoys awareness from about 30% of the population, and of those who are aware of the celebrity, about 16% say that individual is a favorite personality.） 《财富》(Fortune)全球最受赞赏公司榜单(WMAC)是最具权威性的公司声誉衡量指标。在选择品牌代言人时，这些公司往往最青睐那些魅力四射的俊男靓女，这种倾向不足为奇。Q分值公司(Q Scores Company)以发布消费者与名人和其他人物的情感联系数据著称。应《财富》邀请，这家调查公司为我们提供了与多家WMAC前50强公司有关联的“品牌大使”的Q分值。这家公司的执行副总裁亨利?谢弗表示，高Q分值意味着信任，正直，可信度和强大的情感纽带。（谢弗说，一位典型的名人能够被大约30%的人认出，而在那些认识这位名人的人群中，大约16%的人声称，他或她是自己最喜爱的明星。） George Clooney 乔治?克鲁尼 ? Product: Nespresso ? 产品：奈斯派索咖啡 ? Company: Nestlé ? 公司：雀巢 ? Most Admired Rank: 31 ? 最受赞赏公司排名：第31位 The actor and director, who has starred in the coffee companys commercials since 2006, enjoys off-the-charts popularity. Schafer says 85% of consumers are aware of Clooney (a whopping 55 points above the typical celebrity) and that he has a Q Score of 22, which means 22% of the population of people familiar with Clooney say he is one of their favorite personalities. On its website, Nespresso says Clooney has charmed fans and coffee aficionados as the perfect personification of the understated elegance and authenticity that make Nespresso what it is today. 这位演而优则导的好莱坞巨星享有极高的人气。自2006年以来，他一直出演雀巢咖啡公司的广告片。谢弗说，85%的消费者认识克鲁尼（足足比一般的名人高出55个百分点），他的Q分值为22。这意味着，在熟悉克鲁尼的人群中，有22%的人声称他是自己最喜爱的明星之一。奈斯派索的官网写道，克鲁尼“受到万千粉丝和咖啡爱