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Celebrity endorsement

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Celebrity endorsement and product branding are discussed in detail in the presentation above. The discussion comprises of several aspects regarding the theories behind endorsement, methodologies, causes and effects, choice of a celebrity and many more aspects being considered for the subject.

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Celebrity endorsement

  1. 1. CELEBRITY ENDORSEMENT BY: NIKITA BHATKAR
  2. 2. CONTENT  Definition  Need of celebrity endorsement  Stages of endorsement  Strategies for endorsing a product  Impact  Endorsement returns  Conclusion
  3. 3. Who is a celebrity Celebrities are the people who enjoy public recognition by a large share of a certain group of people and can influence life of people. Celebrities are:  Actors  Models  Sports figure  Entertainer  Pop star  Business man  Politician  Fictional celebrities
  4. 4. Endorsement
  5. 5. Definition Celebrity endorsement is a marketing strategy involving the use of celebrities to advertise for a brand with an eye on increasing the product sales or increasing the awareness of the brand by leveraging the awareness levels of the celebrity.
  6. 6. Need for endorsement  Increase the sale.  Establish a company or a business.  Easily recall the product or brand.  Attract more attention.  To co-ordinate across diverse sets of customers.
  7. 7. Stages Defining desired brand image attributes Celebrity and Brand story Defining celebrity programmed for brand support
  8. 8. Basic Strategy  To steal minimum fraction of the time  Consumers are exposed to thousands of voices and images  To find a hook
  9. 9. Impact of endorsement  Instant brand awareness.  Attraction towards product.
  10. 10. FMCG( FAST MOVING CONSUMER GOODS ) FMCG Percentage contribution Food and Beverages 36% Personal care products 26% Hair care products 13%
  11. 11. Endorsement Returns Advantages • Influencing consumer decision. • It helps advertisement to stand out from clutter. • Rejuvenating the stagnant brand.(Breathe life into a failing brand.) • Building brand awareness • Connect emotionally and quickly. • Helps to recover company’s image.
  12. 12. Disadvantages • Change in celebrity’s image easily affects the brand image. • Overexposure of celebrities. • Multiple endorsement. • Inconsistency in the professional popularity of the celebrity.
  13. 13. Conclusion
  14. 14. • Social networking, social sites and growing internet use has become a successful tool for endorsing a product.
  15. 15. Favorable impact due to certain prime factors
  16. 16. References • www.slideshare.com/celebrity advertising • http://ssrn.com/ -(social science research network electronic paper collection) • http://en.wikipedia.org/wiki/celebrity branding • Debiprasad mukherjee(2012). “The Impact of Celebrity Endorsement on Brand Image” • www.thesaurus.com • www.quora.com

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