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Celebrity Endorsement<br />
“A sign of a celebrity is that his name is often worth more than his services.”Daniel J Boorstin<br />
Who is a celebrity?<br />
What  is celebrity endorsement?<br />Celebrity endorsement <br />in INDIA.<br />
Why celebrity?<br />Greater believability<br />Favorable evaluation of the product.<br />Positive purchase intention.<br />
Q. Brands endorse by Shahrukh Khan?<br /><ul><li> Dish tv
Videocon
Pepsi
Hyundai- Santro
Pepsodent
Sunfeast
Navaratan
Tag Heuer
Airtel</li></li></ul><li>Perfect Face For a Brand<br />Target youngsters<br />Connect with the brand story<br />Aspiration...
Celebrity endorsement are impelled by virtue of the following motives<br />
Industries Using Celebrity Endorsement<br />
Who endorses  what?<br />
“Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree...
Impact of celebrity endorsement on a       brand<br />S=P* D*AV--the multiplier effectWhere S is a successful brand,P is a...
Compatibility between the celebrity and brand image<br /><ul><li>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
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Celebrity endorsement main

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Celebrity endorsement main

  1. 1. Celebrity Endorsement<br />
  2. 2. “A sign of a celebrity is that his name is often worth more than his services.”Daniel J Boorstin<br />
  3. 3. Who is a celebrity?<br />
  4. 4. What is celebrity endorsement?<br />Celebrity endorsement <br />in INDIA.<br />
  5. 5. Why celebrity?<br />Greater believability<br />Favorable evaluation of the product.<br />Positive purchase intention.<br />
  6. 6. Q. Brands endorse by Shahrukh Khan?<br /><ul><li> Dish tv
  7. 7. Videocon
  8. 8. Pepsi
  9. 9. Hyundai- Santro
  10. 10. Pepsodent
  11. 11. Sunfeast
  12. 12. Navaratan
  13. 13. Tag Heuer
  14. 14. Airtel</li></li></ul><li>Perfect Face For a Brand<br />Target youngsters<br />Connect with the brand story<br />Aspiration figure<br />
  15. 15. Celebrity endorsement are impelled by virtue of the following motives<br />
  16. 16. Industries Using Celebrity Endorsement<br />
  17. 17. Who endorses what?<br />
  18. 18. “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.”<br />
  19. 19. Impact of celebrity endorsement on a brand<br />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.<br />
  20. 20. Compatibility between the celebrity and brand image<br /><ul><li>Celebrity physical attractiveness.
  21. 21. Celebrity credibility.
  22. 22. Celebrity prior endorsements.
  23. 23. Whether celebrity is a brand user.
  24. 24. Celebrity profession.
  25. 25. Celebrity popularity.
  26. 26. Celebrity availability.
  27. 27. Celebrity’s fit with the brand image.
  28. 28. Celebrity—Target audience match
  29. 29. Celebrity associated values.
  30. 30. Costs of acquiring the celebrity.
  31. 31. Celebrity—Product match.
  32. 32. Celebrity controversy risk.</li></li></ul><li>IS THEIR INFLUENCE STRONG ENOUGH???????<br />
  33. 33.
  34. 34. CASE STUDY…….<br />
  35. 35. Advantage<br />Brand awareness and recall.<br />Celebrity value define and refreshes brand image <br />
  36. 36. Increase in sales figure. <br />E<br />Repair tarnished brand image.<br />
  37. 37. Easy to distinguish products.<br />Giving message to the target market.<br />
  38. 38. Risk <br />Celebrity overshadowed the brand<br />Creditability of celebrity<br />
  39. 39. Conflicting imageMultiple endorsementInfluence of celebrity scandals and moral violation on brands <br />
  40. 40. The Bachchans were endorsing Maruti Versa<br />The Shahrukh Khan were endorsing Lux.<br />James Bond endorsing Reid & Taylor.<br />VirendraSehwag endorsing Reliance Telecommunication.<br />Milindsoman tuff shoes advertisement by woodland.<br />Failure of Celebrity Endorsement <br />
  41. 41. How to make it a success mantra?<br />Have a long term celebrity association with the company Eg: Sachintendulkar-boost.<br />Focus on idea that connects brand and celebrity.<br />Think how the celebrity can used in the interest of the brand. Eg: HrithikRoshan – Hide n Seek<br />Multiple celebrities for a single brand dilute the associations. Eg: Pepsi<br />
  42. 42. Celebrity endorsement is not the ‘do all, end all of a brand’s success… <br />Celebrity Vs Brand Heroes<br />Animated characters.<br />Common man<br />
  43. 43. Conclusion<br />
  44. 44. Endorsing a celebrity is a means to an end and not an end in itself……<br />
  45. 45. References<br />Magazine and newspaper:<br />USP Age ,vol.17 september 2008<br />Advertising Express ,June 2010<br />EconomicTimes –Brand Equity 15 sept 2010<br />Virtual Sources<br />file:///D:/miscellanious/cb/Celebrity-endorsement.asp.htm<br /><ul><li>www.scribd.com/celebrity-endorsement-A-case-study-on-Pepsi.htm
  46. 46. www.coolavenues.com
  47. 47. http://knol.google.com/k/celebrity-vs-heroic-brands#
  48. 48. www.google.com</li></li></ul><li>KUCH MITHA HO JAYE<br />

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