Impact of Celebrity on Brand Acceptance & PerceptionPresentation Transcript
Impact of Celebrity on Brand Acceptance & Perception By: Pinaki Basu
Definition of Celebrities Celebrities are people who enjoy specific public recognition by a large number of certain groups of people.
How celebrities impact on brand acceptance and consumer perception
Important Celebrity Attributes Celebrities create image in the mind of customer. Celebrities help to brand building. Company hiring the celebrity. Getting the right celebrity to endorse the right brand.
Factors To Focus CRM Employee Training ROI Knowledge Management Attitude Of Celebrities
The Meaning Transfer Model Culture Endorsements Consumption
Endorsement Consumption Meaning Acquisition Role 1 Role 2 Celebrity Product Consumer Role 3 Stage 2 Stage 1 Stage 3 Note: Path of Meaning Movement Stage of Meaning Movement
Framework to Make Effective Celebrity Endorsement Program Are the celebrity endorsements programs result driven? How to quantify the value generated by the celebrity endorsements? Are customers able to connect the brand with the celebrity?
Framework to Make Effective Celebrity Endorsement Program Align Celebrity Endorsement With Business Objectives HIGH Effectiveness of Brand Positioning LOW Alignment with Celebrity Attributes HIGH LOW
Framework to Make Effective Celebrity Endorsement Program Measure and Quantify Performance. The benefits that occur from such a relationship can be categorized into two components: - Value of Hard Assets Increase in Sales Increase in Market Share Value of Association Brand Recognition Customer Loyalty
Framework to Make Effective Celebrity Endorsement Program Selection and Renewal of Contract With Celebrities Increase its benefits by re-examining Pre-planned negotiation strategy Understand the Competition of Celebrity Understand 'Celebrity' Clutter Protection Against Ambush Marketing
Evolution of Celebrity Endorsements
A Few Examples
YAMAHA FZ JOHN ABRAHAM PRODUCT SPORTY TRENDY PASSIONATE FOR BIKE STORNG YOUNG FOR YOUTH STYLISH POWER
REEBOK BIPASHA BASU/ M S DHONI PRODUCT FIT HEALTHY PERFECT BODY SPORTS PERSON FOR FITNESS FOR HEALTH CONCIOUS SPORTS SHOE
SONY VAIO KAREENA PRODUCT BEAUTIFUL SLIM LIGHT WEIGHT ZERO FIGURE STYLISH SLIM LIGHT WEIGHT STYLISH SLEAK
PEPSI RANBIR KAPPOR / DEEPIKA PRODUCT YOUNG STYLISH ENERGETIC CHOICE OF YOUTH FOR YOUNG PEOPLE ENERGETIC