“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?
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 prior endorsements.
Whether celebrity is a brand user.
Celebrity’s fit with the brand image.
Celebrity—Target audience match
Celebrity associated values.
Costs of acquiring the celebrity.
Celebrity controversy risk.
IS THEIR INFLUENCE STRONG ENOUGH???????
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
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