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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

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 Presentation 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.
    • Risks Associated With Celebrity Endorsement
      1. Negative publicity
      2. Overshadowing
      3. Overexposure
      4. Overuse
      5. Extinction
      6. Financial Risk
    • 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
    • Dimensions
    • 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
    • LUX
      KATRINA / ASH
      PRODUCT
      FAIR
      SOFT SKIN
      BEAUTIFUL
      BEAUTY ICON
      FAIRNESS SOAP
      FEMALE PRODUCT
    • THUMS UP
      AKSHAY KUMAR
      PRODUCT
      STRONG
      ADVENTROUS
      DARING
      STRONG
      FOR STRONG PEOPLE
    • Thank You