Celebrity endorsement main

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

Celebrity endorsement main

by khushisharma

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