Impact of Celebrity on Brand Acceptance & Perception<br />By:<br />Pinaki Basu<br />
 Definition of Celebrities <br />Celebrities are people who enjoy specific public recognition by a large number of certain...
How celebrities impact on brand acceptance and consumer perception<br />
Important Celebrity Attributes <br />Celebrities create image in the mind of customer.<br />Celebrities help to brand buil...
Risks Associated With Celebrity Endorsement <br />1. Negative publicity <br />2. Overshadowing <br />3. Overexposure <br /...
Factors To Focus<br />CRM<br />Employee Training<br />ROI<br />Knowledge Management<br />Attitude Of Celebrities<br />
The Meaning Transfer Model<br />Culture<br />Endorsements<br />Consumption<br />
Endorsement<br />Consumption<br />Meaning Acquisition<br />Role 1<br />Role 2<br />Celebrity<br />Product<br />Consumer<br...
Framework to Make Effective Celebrity Endorsement Program<br />Are the celebrity endorsements programs result driven?<br /...
Framework to Make Effective Celebrity Endorsement Program<br />Align Celebrity Endorsement With Business Objectives<br />H...
Framework to Make Effective Celebrity Endorsement Program<br />Measure and Quantify Performance.<br />	The benefits that o...
Framework to Make Effective Celebrity Endorsement Program<br />Selection and Renewal of Contract With Celebrities<br />Inc...
Evolution of Celebrity Endorsements<br />
Dimensions<br />
A Few Examples<br />
YAMAHA FZ<br />JOHN ABRAHAM<br />PRODUCT<br />SPORTY<br />TRENDY<br />PASSIONATE FOR BIKE<br />STORNG<br />YOUNG<br />FOR ...
REEBOK<br />BIPASHA BASU/ <br />M S DHONI<br />PRODUCT<br />FIT<br />HEALTHY<br />PERFECT BODY<br />SPORTS PERSON<br />FOR...
SONY VAIO<br />KAREENA<br />PRODUCT<br />BEAUTIFUL<br />SLIM<br />LIGHT  WEIGHT<br />ZERO FIGURE<br />STYLISH<br />SLIM<br...
PEPSI<br />RANBIR KAPPOR /<br />DEEPIKA<br />PRODUCT<br />YOUNG<br />STYLISH<br />ENERGETIC<br />CHOICE OF YOUTH<br />FOR ...
LUX<br />KATRINA / ASH<br />PRODUCT<br />FAIR<br />SOFT SKIN<br />BEAUTIFUL<br />BEAUTY ICON<br />FAIRNESS SOAP<br />FEMAL...
THUMS UP<br />AKSHAY KUMAR<br />PRODUCT<br />STRONG<br />ADVENTROUS<br />DARING<br />STRONG<br />FOR STRONG PEOPLE<br />
Thank You<br />
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Impact of Celebrity on Brand Acceptance & Perception

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Impact of Celebrity on Brand Acceptance & Perception

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Impact of Celebrity on Brand Acceptance & Perception

  1. 1. Impact of Celebrity on Brand Acceptance & Perception<br />By:<br />Pinaki Basu<br />
  2. 2. Definition of Celebrities <br />Celebrities are people who enjoy specific public recognition by a large number of certain groups of people. <br />
  3. 3. How celebrities impact on brand acceptance and consumer perception<br />
  4. 4. Important Celebrity Attributes <br />Celebrities create image in the mind of customer.<br />Celebrities help to brand building.<br />Company hiring the celebrity.<br />Getting the right celebrity to endorse the right brand.<br />
  5. 5. Risks Associated With Celebrity Endorsement <br />1. Negative publicity <br />2. Overshadowing <br />3. Overexposure <br />4. Overuse <br />5. Extinction <br />6. Financial Risk <br />
  6. 6. Factors To Focus<br />CRM<br />Employee Training<br />ROI<br />Knowledge Management<br />Attitude Of Celebrities<br />
  7. 7. The Meaning Transfer Model<br />Culture<br />Endorsements<br />Consumption<br />
  8. 8. Endorsement<br />Consumption<br />Meaning Acquisition<br />Role 1<br />Role 2<br />Celebrity<br />Product<br />Consumer<br />Role 3<br />Stage 2<br />Stage 1<br />Stage 3<br />Note: <br />Path of Meaning Movement<br />Stage of Meaning Movement<br />
  9. 9. Framework to Make Effective Celebrity Endorsement Program<br />Are the celebrity endorsements programs result driven?<br />How to quantify the value generated by the celebrity endorsements?<br />Are customers able to connect the brand with the celebrity?<br />
  10. 10. Framework to Make Effective Celebrity Endorsement Program<br />Align Celebrity Endorsement With Business Objectives<br />HIGH<br />Effectiveness of Brand Positioning<br />LOW<br />Alignment with Celebrity Attributes<br />HIGH<br />LOW<br />
  11. 11. Framework to Make Effective Celebrity Endorsement Program<br />Measure and Quantify Performance.<br /> The benefits that occur from such a relationship can be categorized into two components: -<br />Value of Hard Assets<br />Increase in Sales<br />Increase in Market Share<br />Value of Association<br />Brand Recognition <br />Customer Loyalty<br />
  12. 12. Framework to Make Effective Celebrity Endorsement Program<br />Selection and Renewal of Contract With Celebrities<br />Increase its benefits by re-examining <br />Pre-planned negotiation strategy <br />Understand the Competition of Celebrity<br />Understand 'Celebrity' Clutter<br />Protection Against Ambush Marketing<br />
  13. 13. Evolution of Celebrity Endorsements<br />
  14. 14. Dimensions<br />
  15. 15. A Few Examples<br />
  16. 16.
  17. 17. YAMAHA FZ<br />JOHN ABRAHAM<br />PRODUCT<br />SPORTY<br />TRENDY<br />PASSIONATE FOR BIKE<br />STORNG<br />YOUNG<br />FOR YOUTH<br />STYLISH<br />POWER<br />
  18. 18.
  19. 19. REEBOK<br />BIPASHA BASU/ <br />M S DHONI<br />PRODUCT<br />FIT<br />HEALTHY<br />PERFECT BODY<br />SPORTS PERSON<br />FOR FITNESS<br />FOR HEALTH CONCIOUS<br />SPORTS SHOE<br />
  20. 20.
  21. 21. SONY VAIO<br />KAREENA<br />PRODUCT<br />BEAUTIFUL<br />SLIM<br />LIGHT WEIGHT<br />ZERO FIGURE<br />STYLISH<br />SLIM<br />LIGHT WEIGHT<br />STYLISH<br />SLEAK<br />
  22. 22.
  23. 23. PEPSI<br />RANBIR KAPPOR /<br />DEEPIKA<br />PRODUCT<br />YOUNG<br />STYLISH<br />ENERGETIC<br />CHOICE OF YOUTH<br />FOR YOUNG PEOPLE<br />ENERGETIC<br />
  24. 24.
  25. 25. LUX<br />KATRINA / ASH<br />PRODUCT<br />FAIR<br />SOFT SKIN<br />BEAUTIFUL<br />BEAUTY ICON<br />FAIRNESS SOAP<br />FEMALE PRODUCT<br />
  26. 26.
  27. 27. THUMS UP<br />AKSHAY KUMAR<br />PRODUCT<br />STRONG<br />ADVENTROUS<br />DARING<br />STRONG<br />FOR STRONG PEOPLE<br />
  28. 28. Thank You<br />
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