1. CELEBRITY BRANDING
By
Debajit Ghosh

2. Definition of Celebrity
• A well known person who enjoys specific public recognition
by a large number of certain group of people.

3. Important celebrity attribute
• An image is created in the mind of the
customer by the celebrities.
• Celebrities help to build up a brand.
• Get the right celebrity to endorse the right
brand.

4. Risk associated with celebrity endorsement
• Negative publicity
• Overshadowing
• Overexposure
• Overuse
• Extinction
• Financial risk

5. Framework to make effective celebrity endorsement?
• Are the celebrity endorsement programs result
driven?
• How to quantify the value generated by celebrity
endorsements?
• Are customers able to connect the brand with the
celebrity?

6. Product which I would have endorsed by a celebrity
• A refreshing health drink to reduce the tiredness
of a busy working day.
• After school refreshment to remove the slackness.
• Good health drink for the elder ones too.

7. Celebrity for the product
• I would offer Naseeruddin Shah to endorse this
health drink for the elder ones.

8. Celebrity for the product
• I would offer Akshay Kumar to endorse this product
for the busy working persons.

9. Celebrity for the product
• I would offer Darsheel Safary to endorse this health
drink for the after school slacks.

10. How to launch the product?
Three steps to be used to launch the product.
• Segmentation
• Targeting
• Positioning

11. How would I advertise?
• Word of mouth
• Newspapers
• Magazine Ads
• Commercial
• Internet

12. Thank You
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