The spokespersons for the four major state-owned banks are: Wang Junkai, the spokesperson for the Industrial and Commercial Bank of China; Jay Chou and Xie Meiqing, the spokespersons for the Construction Bank; Chen Cheng, an employee of the Jinhua Branch of the Agricultural Bank of China, is the spokesperson; and Gu Ailing, the spokesperson for the Bank of China.

Take Gu Ailing as an example. This is the second time Gu Ailing has entered the Bank of China Head Office Building. On August 17, 2021, Bank of China held the "Working with Bank of China to Bloom in Ling" Dream Winter Olympics press conference in the head office building, and officially signed Gu Ailing as its image spokesperson.

The so-called spokesperson is to invite some social celebrities to advertise the products they launch, and use the appeal and influence of famous figures (mostly celebrities in the entertainment industry or sports circles) to expand the popularity of the products. visibility, thereby ultimately achieving the purpose of increasing sales and obtaining greater benefits.

The spokespersons of the four major state-owned banks are brand image spokespersons who are hired or shaped by brand strategists to enable people to associate with a certain brand through associations with their popularity, profession, image, personality and conduct. Good impression on people. The mechanism through which brand ambassadors work is emotional transplantation. The role of a brand spokesperson is to arouse brand image associations, reflect brand personality, create brand recognition, and increase brand equity.

At present, some companies despise brand image positioning technology when implementing brand image spokesperson communication, thinking that brand image positioning is to come up with a pleasant sentence; to hire a spokesperson is to find a celebrity. As a result, a celebrity was hired at a high price, but the effect was not achieved, so a new celebrity was hired. This keeps repeating. When some companies need to rehire celebrities for various reasons, the styles before and after are too different to maintain consistency. Some companies hire many celebrities with different styles to be their image spokespersons, etc.

These will destroy the "cues" that make the audience associate, thus blurring the brand image in the audience's mind. For example, an IT company believes that its corporate image is in line with public tastes and adapts to changing trends, so it pays high prices to invite celebrities of all kinds to appear as spokespersons, from actors to CEOs, from TV hosts to Hong Kong and Taiwan singers, and even oil painters. , bad, and ugly, but it has damaged the overall brand image of the company.