Impact of Celebrity on Brand Acceptance & Perception
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Impact of Celebrity on Brand Acceptance & Perception

Impact of Celebrity on Brand Acceptance & Perception

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Impact of Celebrity on Brand Acceptance & Perception Presentation Transcript

  • 1. Impact of Celebrity on Brand Acceptance & Perception
    By:
    Pinaki Basu
  • 2. Definition of Celebrities
    Celebrities are people who enjoy specific public recognition by a large number of certain groups of people.
  • 3. How celebrities impact on brand acceptance and consumer perception
  • 4. 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.
  • 5. Risks Associated With Celebrity Endorsement
    1. Negative publicity
    2. Overshadowing
    3. Overexposure
    4. Overuse
    5. Extinction
    6. Financial Risk
  • 6. Factors To Focus
    CRM
    Employee Training
    ROI
    Knowledge Management
    Attitude Of Celebrities
  • 7. The Meaning Transfer Model
    Culture
    Endorsements
    Consumption
  • 8. 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
  • 9. 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?
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Evolution of Celebrity Endorsements
  • 14. Dimensions
  • 15. A Few Examples
  • 16.
  • 17. YAMAHA FZ
    JOHN ABRAHAM
    PRODUCT
    SPORTY
    TRENDY
    PASSIONATE FOR BIKE
    STORNG
    YOUNG
    FOR YOUTH
    STYLISH
    POWER
  • 18.
  • 19. REEBOK
    BIPASHA BASU/
    M S DHONI
    PRODUCT
    FIT
    HEALTHY
    PERFECT BODY
    SPORTS PERSON
    FOR FITNESS
    FOR HEALTH CONCIOUS
    SPORTS SHOE
  • 20.
  • 21. SONY VAIO
    KAREENA
    PRODUCT
    BEAUTIFUL
    SLIM
    LIGHT WEIGHT
    ZERO FIGURE
    STYLISH
    SLIM
    LIGHT WEIGHT
    STYLISH
    SLEAK
  • 22.
  • 23. PEPSI
    RANBIR KAPPOR /
    DEEPIKA
    PRODUCT
    YOUNG
    STYLISH
    ENERGETIC
    CHOICE OF YOUTH
    FOR YOUNG PEOPLE
    ENERGETIC
  • 24.
  • 25. LUX
    KATRINA / ASH
    PRODUCT
    FAIR
    SOFT SKIN
    BEAUTIFUL
    BEAUTY ICON
    FAIRNESS SOAP
    FEMALE PRODUCT
  • 26.
  • 27. THUMS UP
    AKSHAY KUMAR
    PRODUCT
    STRONG
    ADVENTROUS
    DARING
    STRONG
    FOR STRONG PEOPLE
  • 28. Thank You