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Celebrity endorsement main
 

Celebrity endorsement main

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    Celebrity endorsement main Celebrity endorsement main Presentation Transcript

    • Celebrity Endorsement
    • “A sign of a celebrity is that his name is often worth more than his services.”Daniel J Boorstin
    • Who is a celebrity?
    • What is celebrity endorsement?
      Celebrity endorsement
      in INDIA.
    • Why celebrity?
      Greater believability
      Favorable evaluation of the product.
      Positive purchase intention.
    • Q. Brands endorse by Shahrukh Khan?
      • Dish tv
      • Videocon
      • Pepsi
      • Hyundai- Santro
      • Pepsodent
      • Sunfeast
      • Navaratan
      • Tag Heuer
      • Airtel
    • Perfect Face For a Brand
      Target youngsters
      Connect with the brand story
      Aspiration figure
    • Celebrity endorsement are impelled by virtue of the following motives
    • Industries Using Celebrity Endorsement
    • Who endorses what?
    • “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.”
    • Impact of celebrity endorsement on a brand
      S=P* D*AV--the multiplier effectWhere S is a successful brand,P is an effective product.D is Distinctive Identity and AV is Added values.
    • Compatibility between the celebrity and brand image
      • Celebrity physical attractiveness.
      • Celebrity credibility.
      • Celebrity prior endorsements.
      • Whether celebrity is a brand user.
      • Celebrity profession.
      • Celebrity popularity.
      • Celebrity availability.
      • Celebrity’s fit with the brand image.
      • Celebrity—Target audience match
      • Celebrity associated values.
      • Costs of acquiring the celebrity.
      • Celebrity—Product match.
      • Celebrity controversy risk.
    • IS THEIR INFLUENCE STRONG ENOUGH???????
    • CASE STUDY…….
    • Advantage
      Brand awareness and recall.
      Celebrity value define and refreshes brand image
    • Increase in sales figure.
      E
      Repair tarnished brand image.
    • Easy to distinguish products.
      Giving message to the target market.
    • Risk
      Celebrity overshadowed the brand
      Creditability of celebrity
    • Conflicting imageMultiple endorsementInfluence of celebrity scandals and moral violation on brands
    • The Bachchans were endorsing Maruti Versa
      The Shahrukh Khan were endorsing Lux.
      James Bond endorsing Reid & Taylor.
      VirendraSehwag endorsing Reliance Telecommunication.
      Milindsoman tuff shoes advertisement by woodland.
      Failure of Celebrity Endorsement
    • How to make it a success mantra?
      Have a long term celebrity association with the company Eg: Sachintendulkar-boost.
      Focus on idea that connects brand and celebrity.
      Think how the celebrity can used in the interest of the brand. Eg: HrithikRoshan – Hide n Seek
      Multiple celebrities for a single brand dilute the associations. Eg: Pepsi
    • Celebrity endorsement is not the ‘do all, end all of a brand’s success…
      Celebrity Vs Brand Heroes
      Animated characters.
      Common man
    • Conclusion
    • Endorsing a celebrity is a means to an end and not an end in itself……
    • References
      Magazine and newspaper:
      USP Age ,vol.17 september 2008
      Advertising Express ,June 2010
      EconomicTimes –Brand Equity 15 sept 2010
      Virtual Sources
      file:///D:/miscellanious/cb/Celebrity-endorsement.asp.htm
      • www.scribd.com/celebrity-endorsement-A-case-study-on-Pepsi.htm
      • www.coolavenues.com
      • http://knol.google.com/k/celebrity-vs-heroic-brands#
      • www.google.com
    • KUCH MITHA HO JAYE