Chapter 912 Brand Image
7 million per year, signed for ten years, that is a contract worth 70 million US dollars——
It is worth a lot of money.
Donald also thinks so. The initial quotation of NetJet was US$5 million per year, which was full of sincerity. Through negotiations and discussions, Donald finally succeeded in convincing NetJet that Levi's future was worth investing in, and for Levi offers one of the top endorsement deals in the industry.
In horizontal comparison, the blockbuster contract of “US$3.5 million per year for five years” signed between Nike and Levi in 2017 suddenly eclipsed it.
The real strength of Nike lies in its courage and courage. On the one hand, it pays dividends; on the other hand, it seizes the opportunity of Levi’s emergence and signs the contract first. That move is an important and epoch-making strategy to surpass its competitors; For those like NetJet who waited until now to sign the contract, the market situation is completely different.
Of course, Donald thinks Levi does not need to know these details, he still focuses on the key points.
“Their attitude is that they are high-quality, stable, and long-term. They don’t want to change spokespersons frequently. They choose one after careful selection.”
“I am personally quite satisfied with this contract. Satisfied. ”
“The quotation is one thing, the most important thing is their brand image”
"Generally speaking, football is easily associated with strength, impact, etc., and running backs are even more so. Therefore, the brands that are eager for your endorsement are often similar products, relatively low-end, and mainly blue-collar."
“But the problem is that this type of product has no problem finding professional players in boxing, fighting, ice hockey, basketball and other sports. The track is very crowded, and the brand characteristics of the spokesperson are not easy to stand out.”
Although Levi is from the journalism department, he does not know anything about advertising and marketing.
After Donald's words came out, Levi's mind immediately made an association, "What is the main product endorsed by running backs in the league right now? Land Rover?"
Donald looked serious, " Land Rover? You exalt the status of running backs.”
“Mainly sports brands like Nike and Adidas.”
“You mean, excluding sports brands?” Catching Levi's gaze, he thought seriously, "I still need to investigate further, but if I remember correctly, there are currently only two running backs in the league endorsing non-sports brands."
" One is Barkley of the New York Giants, who has signed short-term endorsement contracts with Dunkin' Donuts, Pepsi-Cola, and Campbell Soup. "
"The other one is..."
< br>Donald looked at Levi with a calm face.
Levi raised his eyebrows slightly, "Is it all food?"
This is really interesting -
How to create the brand image of a public figure is a science.
To put it simply, the category of the endorsed product, the brand positioning of the endorsed product itself, and the target audience of the endorsed product itself are all closely related.
Currently, the running backs in the league, in addition to sports brands, are all about food; and even for food, only Barkley is the one with the endorsement, and it is still donuts, Coke and condensed soup packets.
Positioning, clear at a glance:
Fast food.
Disposable consumables.
Invisibly, the current market situation and the positioning of the league coincide with each other to achieve mutual success. From the side, we can also see the current dilemma of the overall running back lineup.
It is in this situation that Levi's role is particularly important - Levi is a breakthrough.
Whether the sponsor is because of the Asian market or because of the breath of fresh air that Levi represents, as long as Levi can break the barriers and get rid of the constraints, other running backs will be able to change the market situation and win more opportunities.
More importantly, the products Levi signed to endorse are not "one-time products." The pattern that Donald spent his patience and painstaking efforts to manage has finally taken shape. Now Levi's image among brand sponsors and the general public is turning around. Wei's stereotype is an important turning point for the future layout.
No wonder Donald is so excited about NetJet’s olive branch. It is even more special than a simple brand sponsorship.
Also, it is worth noting that airlines such as Emirates, Qatar Airways, British Airways, Virgin Atlantic, etc. also sponsor sports events, but they sponsor teams, not individual players.
For example, Delta Air Lines sponsors players from the US Open, Los Angeles Lakers, New York Knicks, New York Yankees and Atlanta Falcons.
Now, NetJet is preparing to cooperate with Levi personally, and among more than 2,000 rugby players, they have a keen eye for Levi's potential.
There is no doubt that this is a special treat.
Levi showed a thoughtful expression, and then looked at Donald, "So, this means that if I travel in the future, I can take a private plane?"
Donald blinked, "Of course ." Pause, "Levi, you can now buy a private jet yourself if you want."
Levi waved his hands repeatedly, "It's still too early. After all, my salary is still at the rookie level, and the maintenance costs are too high; besides, my mother will nag me."
It seems that the second half is the real deal. reasons.
There was a smile in Donald's eyes, and he understood it completely, "I flew to Kansas City this time on a NetJet business jet. Their VIP service is attentive. If you are interested, You can try it yourself."
Levi couldn't help but rub his hands -
This is indeed a new world.
At this time, let’s look at the endorsement Levi has: Nike. Pepsi. Gillette. Rolex. Lijie.
A noble and timeless, gentlemanly and fashionable image has quietly emerged on the paper. This is also the goal that Donald has been planning and laying out since the NCAA. It is even more distinct and three-dimensional than Brady's image, as if The brand value focusing on Levi has been initially created.
Be slow and slow, but sharpen the knife and chop wood. Once the foundation is successfully laid, a whole new world will be in front of you.
NetJet is just the first big news. The good news brought by Donald this time is far more than that.
Mercedes-Benz, a well-known top car brand, has always been closely connected with football and sponsors multiple stadiums. The Mercedes-Benz Dome, where this year’s Super Bowl will be held, is the most direct In one case, they knew the power of football on car sales.
Therefore, it is not surprising that Mercedes-Benz saw Levi; what is strange is that they invited Levi to be the exclusive spokesperson for the high-end sedan series.
Of course, the premise is that Levi, as the overall spokesperson of the brand, signs an exclusive agreement with Mercedes-Benz. In the future, Levi must take Mercedes-Benz cars when entering and leaving; but among them, Mercedes-Benz Mercedes-Benz hopes Levi can improve the brand image of its luxury sedans.
This is the most rare thing.
Mercedes-Benz provided a five-year contract worth six million dollars per year; in addition, it provided Levi with a brand new limousine every six months to ensure that Levi appeared in the public eye. At that time, his car was always a brand new high-end brand luxury car.
It can be seen at this time that Mercedes-Benz is not only optimistic about Levi, but also ambitious. Levi is an important part of their next promotion plan.
(End of this chapter)