Corporate brands and their image spokespersons are tied together. It is reported that in 2014, the direct and indirect commercial losses caused by Ke Zhendong’s drug abuse alone for the brands he endorsed will be as high as billions of yuan; Li Daimo was exposed Drug abuse caused the stock price of Zhefu Holdings, the shareholder behind "The Voice of China", to plummet 30% in 5 trading days, and the market value was wiped out by 4.1 billion yuan.

In November 2016, it was revealed that Lin Dan cheated on his wife during her pregnancy. He himself lost no less than 20 million in expected endorsement fees. This can be seen from the sales of the luxury watches and luxury car brands he once endorsed. When companies choose celebrities to endorse, it's like a gamble.

Spokesperson risk has a great impact on a company’s image. Therefore, when a spokesperson crisis occurs, many companies will choose to change spokespersons immediately or ask spokespersons to respond to negative events in person, depending on the impact of the event. Refer to Nature Hall Change of spokesperson Xu Ruo_ incident.

Last year, actor Huang Haibo was arrested for a prostitution scandal. Huang Haibo, who was at the peak of his career, plummeted, and his "good man" persona instantly collapsed. At that time, Huang Haibo was the brand spokesperson of Antarctic. Previously, a clothing factory in Taizhou signed a production and distribution authorization contract with Shanghai Nanjiren Company and used the Nanjiren trademark with permission.

After Huang Haibo’s negative news, the Taizhou clothing factory believed that it caused unsalable products and sued Nanjiren Company for compensation. Finally, the Huangpu District Court made a first-instance judgment on the case, and Nanjiren Company should pay economic compensation of 24,000 yuan.