A presentation on celebrity branding
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This document discusses celebrity branding and endorsement. It defines a celebrity, notes how celebrities help build brands by creating images in customers' minds. It also lists risks like negative publicity. The document proposes frameworks for effective celebrity endorsement, and suggests celebrities like Akshay Kumar and Naseeruddin Shah to endorse a proposed health drink product for different target audiences. It concludes with discussing advertising strategies.
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This document discusses celebrities and celebrity endorsements. It defines celebrities as people who enjoy public recognition, and lists different types of celebrities including actors, models, athletes, entertainers, pop stars, businessmen, and politicians. It then explains how celebrities appear in public through their professions and events. Celebrities are often used to endorse and promote products through testimonials, endorsements, and as spokespeople. The effectiveness of celebrity endorsements depends on the fit between the celebrity and the brand. While endorsements can increase awareness and brand image, there are also risks if the celebrity damages their reputation.
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Celebrity endorsements are a widely used marketing strategy to increase brand awareness and recall. A successful endorsement increases sales and positively impacts the brand image. It works by transferring the celebrity's believability and favorable attributes to the brand. However, choosing the right celebrity that matches the brand is important. Compatibility between the celebrity's image and the brand image, target audience, and product are crucial factors. Endorsements can backfire if the celebrity damages their own image through scandals.
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The document discusses celebrity endorsements and their impact on marketing and brand equity. It notes that celebrity endorsements can increase sales and brand awareness but also have risks if overused or if the celebrity's image becomes tarnished. Some key points made include that celebrity endorsements attract consumer attention, influence psychological profiles of buyers, and help establish new businesses, but overexposure, negative publicity, or multiple inconsistent endorsements can damage the brand.
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Celebrity endorsements finally ppt
This document discusses celebrities and celebrity endorsements. It defines celebrities as people who enjoy public recognition, and lists different types of celebrities including actors, models, athletes, entertainers, pop stars, businessmen, and politicians. It then explains how celebrities appear in public through their professions and events. Celebrities are often used to endorse and promote products through testimonials, endorsements, and as spokespeople. The effectiveness of celebrity endorsements depends on the fit between the celebrity and the brand. While endorsements can increase awareness and brand image, there are also risks if the celebrity damages their reputation.
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The document discusses celebrity endorsements and their impact on marketing and brand equity. It notes that celebrity endorsements can increase sales and brand awareness but also have risks if overused or if the celebrity's image becomes tarnished. Some key points made include that celebrity endorsements attract consumer attention, influence psychological profiles of buyers, and help establish new businesses, but overexposure, negative publicity, or multiple inconsistent endorsements can damage the brand.
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Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Dove campaign for real beauty
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This document discusses celebrity endorsements and their impact on branding. It defines celebrities and notes they are public figures across various professions like acting, sports, music. Celebrity endorsements are more common for nationally marketed versus niche products. When a celebrity endorses a brand, their image and credibility becomes associated with the brand in consumers' minds, increasing awareness and desirability. For the endorsement to be effective, there must be a match between the celebrity's image and the brand. The document also covers risks like overshadowing the brand or conflicting images from multiple endorsements.
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ogilvy-mather
The document provides an overview of the global and Indian advertising industries. It discusses David Ogilvy's philosophy of interesting rather than boring customers. It then summarizes Ogilvy India and some of its competitors in India. It presents a case study of how Ogilvy helped restore confidence in Cadbury Dairy Milk after a contamination issue. Finally, it lists some award-winning campaigns from Ogilvy India.
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This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
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This document provides recommendations for Dove's social media marketing campaign. It begins with an overview of Dove as a brand, noting their mission is to help women have a positive relationship with their appearance. The target audience is typically women ages 20-50. It then analyzes Dove's strengths like their large social media following, diversity, and innovative campaigns. However, it notes weaknesses like lacking recent market research and technological developments. Opportunities exist in e-commerce, social media growth, and being more interactive online. Competitors innovating with technology pose a threat. The document concludes with proposing a social media campaign to further Dove's brand goals.
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Research Methodology on Effect of Celebrity Endorsements
The document discusses celebrity endorsements and their effect on consumer purchasing habits. It finds that celebrity endorsements increase sales and attention from consumers. They help build brand equity and recall of advertisements. However, risks include celebrities becoming overexposed or overshadowing the brand. The study surveyed consumers, celebrities and advertising agencies. It found that celebrity endorsements have a strong positive impact on products and influence purchasing decisions before and after the endorsement. However, negative publicity about a celebrity does not significantly impact customer loyalty to the brand. In conclusion, celebrity endorsements are an effective marketing tool when selected properly based on popularity, script requirements and relatability to the target audience.
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Journalists are generally not taught how to create a brand for themselves. But their success in today's competitive media market is about getting more views and using social media to stretch their reach. This presentation gives tips on how to do that, including a list of resources.
A Study on Celebrity Endoresements in Advertisements
Celebrity endorsement is one of the major forms of advertising in which
company makes use of famous personality as brand ambassador in order to
boost the interest of consumer. Through this paper, researcher tries to find
out the effect of celebrity endorsement as an effective marketing strategy.
The aim of this paper is to identify the role of celebrities in advertisement
and to find out whether the celebrity endorsers is able to increase the
awareness and recalling capacity of brands in consumer. This paper also
focuses on various positive and negative aspects of celebrity endorsement
Using Celebrities in Advertising
Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Discover more about using Celebrities in Advertising.
About Dennis Toh
Dennis Toh is a Bi-lingual Model Actor who has been featured frequently on Singapore's Media; Print, Radio and Broadcast.
Being a Mass Communications Master Graduate with the Nanyang Technological University, Wee Kim Wee School of Communications & Information, Dennis has a strong passion in the areas of acting, modeling, hosting & producing.
Dennis was one of the Top 12 Singapore Finalists of Singapore Star Search 2001.
As a model, he has represented brand campaigns for Manulife, Dester Beer, Zendic Plus, Singtel, Starhub, Eu Yang Sang, KFC, Redmart, Vitagen, Philips, Wheelock Place and Guinness Stout.
He has recently acted for two mediacorp programmes: A Lonely Fish by Toggle and Babies on Board for Channel 8.
Dennis Toh is also an entrepreneur (Feet Haven Reflexology LLP and The Influencer Network Communications Pte Ltd), a University Lecturer with Curtin Singapore and MDIS, and a Financial Consultant.
He is planning his new book '101 ways to get publicity' and a play titled '我的爱OT’
Ppt
The document discusses the use of celebrity endorsements in advertising. It notes that celebrities can attract attention to advertisements due to their prominent public profiles. Brands use celebrities to establish credibility and connect with audiences. However, celebrity endorsements are expensive and the suitability of the celebrity with the product is important. New venues like the IPL cricket league have also provided opportunities for celebrity endorsements. The summary concludes that while celebrity endorsements can help, strong brand positioning is also needed to win customer loyalty.
Testimonial advertising
This document discusses testimonials in advertising. It defines testimonials as statements from ordinary customers extolling the virtues of a product or service. The document outlines several techniques used in testimonial advertising, including celebrity endorsements, expert opinions, interviews with average customers, and letters from satisfied users. It notes that testimonials can help increase credibility for a product or service when they are specific, genuine endorsements from real people rather than fabricated statements. While testimonials can be an effective marketing technique, businesses must take care to avoid exaggeration or deception in how they present customer feedback.
Advertising Management of Clinic All Clear
This document analyzes the advertising strategies of Clinic All Clear (CAC) anti-dandruff shampoo over the years. It discusses CAC's positioning as a dandruff solution and its targeting of appearance-conscious youth. Various TV advertisements featuring celebrities promoting benefits like removal of dandruff and prevention of hair fall are described. Issues with some advertising claims and lack of consumer awareness about CAC are highlighted. Recommendations include increasing brand awareness, more creative advertising, providing a total brand experience, and changing packaging.
ORM and the role of celebrities
Carla Jones gave a presentation on online reputation management and the role of celebrities. She discussed how brands use celebrities to raise awareness, highlight attributes, and attract new audiences. However, celebrities can also damage brands if they misbehave or have values not aligned with the brand. She advised researching which celebrities fit a brand, asking the target audience, setting goals and monitoring the relationship. Other options like using loyal consumers or internal stakeholders as ambassadors were also presented.
Celebrity endorsement
Celebrity endorsement involves a well-known person promoting a product or service to help establish the brand. It can easily recall the product for customers and increase name awareness. While it can boost sales and help recover a company's image, there are also risks like negative publicity about the celebrity, overshadowing the brand, overuse reducing impact, and financial risks if the celebrity's popularity declines.
Using celebrities to enhance and protect your reputation. Keeping your reputa...
This document discusses how to effectively use celebrities to promote and protect a charity's reputation. It provides advice on selecting celebrities that align with the charity's brand, managing the relationship to minimize risks, and leveraging celebrities' platforms to spread the charity's message. The document also offers guidance on how to handle potential "scandals", including assessing the severity, the celebrity's role with the charity, and having a plan to graciously distance the charity if needed to protect its reputation and objectives.
Amanda Clark PR Interview
Amanda Clark discusses her career in public relations. As a senior publicist, she manages branding and media relations for clients in the music industry. Her typical day involves finding opportunities to promote clients and keep their brands relevant. This may include responding to current events that feature clients. Clark emphasizes maintaining positive relationships and looking for mutually beneficial partnerships between clients and companies. While public relations involves long hours of writing, Clark believes it is a growing field due to its importance in times of crisis. Not all publicity is good, so determining the right approach depends on each client's goals.
Social Media Advertisement
This PPT will explain you more about why social media advertisement is necessary for a product specially for Ayurvedic products. It will details you about all kinds of feedback gain by the other Social media portals.
ELC presentation dec 2020
Presentation on Executive Coaching, Life Coaching, Leadership Coaching
Our two months, 8 sessions program helps clients to create unprecedented results. We help participants create transformation in their work and personal life by releasing sub-conscious level limiting beliefs.
Programs for corporate leaders, business people, Individuals to take performance to the next higher level.
Personal Brand Canvas
This document is Brandon Scott's personal brand canvas which outlines the key elements of his personal brand including his identity, services, credentials, promises, positioning, target audience, networking and marketing strategies, professional development goals, and overall personal brand goals and key performance indicators. The canvas tracks Brandon's personal branding progress as he works to build his brand as a celebrity life coach specializing in the entertainment industry.
Celebrity Endorsement
This document discusses celebrity branding and provides information on the topic in the following areas:
1. It defines celebrity branding and explains that a celebrity's name is often worth more than their services.
2. It outlines the characteristics of a celebrity and explains why they are useful for branding. Celebrities can attract more advertisement, be more credible spokespeople than non-celebrities, and add new dimensions to a brand.
3. It discusses factors marketers should consider when selecting a celebrity endorser, such as the compatibility between the celebrity and the target audience or product. Compatibility is important to avoid issues like controversy or a complete mismatch.
Similar to A presentation on celebrity branding (20)
Establishing your brand: Teaching journalism students how to create their brands
Establishing your brand: Teaching journalism students how to create their brands
A Study on Celebrity Endoresements in Advertisements
A Study on Celebrity Endoresements in Advertisements
Using celebrities to enhance and protect your reputation. Keeping your reputa...
Using celebrities to enhance and protect your reputation. Keeping your reputa...
More from Debajit Ghosh
ING-Vysya Bank Ltd (SIP)
This document summarizes a study on the awareness level of banking facilities offered by ING-Vysya Bank Ltd among prospective customers. The objectives of the study were to assess customer awareness, compare facilities to competitors, understand customer expectations and selection criteria. The study analyzed ING-Vysya Bank's customer base in Pune through a survey of 400 individuals. Key findings showed potential for growth but also areas for improvement such as increasing ATM and branch coverage to better compete with other banks in the area. Recommendations centered on expanding infrastructure, improving promotions and tailoring products to attract new customers.
A presentation on Fender
Fender Musical Instruments Corporation is a leading musical instrument manufacturer founded in 1946 and known for popularizing solid-body electric guitars. It introduced mass-produced models like the Telecaster, Precision Bass, and Stratocaster. While not the first to make electric guitars, Fender's were more commercially successful due to their versatility. The company has since expanded globally and acquired other brands while iconic artists like Hendrix, Mayer, Paisley, and Cobain have used Fender guitars.
Overview of MIS
This document provides an overview of management information systems (MIS). It defines MIS as using people, technologies, and procedures to solve business problems by collecting, storing, and disseminating data needed for management functions. Some key advantages of MIS are that it allows companies to identify strengths and weaknesses, gives an overall picture of the company to aid communication and planning, and helps companies align with customer needs. MIS is characterized by a systems approach, management orientation, being need-based, exception-based, and future-oriented with integrated common data flow and long-term planning. Information generated by MIS is interrelated data that has value for decision making.
A presentation on ICU Medical
ICU Medical is a public medical device company founded in 1984 that produces infusion therapy connectors and systems, critical care monitoring products, and oncology drug delivery systems. The company was founded by Dr. George "Doc" Lopez who developed a product to better secure IV lines after losing a patient due to disconnection. ICU Medical acquired Abbott Laboratories' critical care business in 2009 and seeks to continue customizing products, launching new offerings, and pursuing acquisitions to capitalize on growth opportunities in infusion therapy, oncology, and critical care.
A presentation on swot analysis
This document provides an overview of a SWOT analysis presentation. It defines SWOT analysis as a structured planning method to evaluate the strengths, weaknesses, opportunities, and threats of a project or business venture. It then gives examples of Bisleri mineral water company's strengths like quality standards and innovation, weaknesses like an outdated distribution system, opportunities in the growing Indian fitness and mineral water markets, and threats from competitors and potential new regulations. The presentation concludes by thanking the audience and encouraging making presentations more engaging.
Swot analysis of nokia
Nokia is a large mobile phone company founded in 1865 in Finland. It was formerly the largest mobile phone manufacturer in the world, but has faced increasing competition from Apple and Android devices. A SWOT analysis identifies Nokia's strengths as its large distribution network and qualified workforce, but also notes weaknesses such as poor promotion to lower socioeconomic groups and limited after-sales support. Opportunities exist to expand their product line to different price points. Key threats are maintaining market position against competitors and providing competitive services and features.
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Bisleri was founded in Italy in 1967 and established a plant in Bombay. In 1969, the Chauhan family bought the Bisleri brand from the Italian founder and shifted it to producing bottled water. Over the decades, Bisleri introduced innovations like PET bottles and larger container sizes to grow its market share. By the early 1990s, Bisleri was the market leader with 70% share, but its distribution network could not keep up as competitors like Kinley expanded. Currently, Bisleri is struggling to maintain its 40% share against growing competition. Its strengths include quality, brand trust, and innovations, but weaknesses include its aging distribution system and potential threats from new entrants
More from Debajit Ghosh (7)
A presentation on celebrity branding
- 2. Definition of Celebrity • A well known person who enjoys specific public recognition by a large number of certain group of people.
- 3. Important celebrity attribute • An image is created in the mind of the customer by the celebrities. • Celebrities help to build up a brand. • Get the right celebrity to endorse the right brand.
- 4. Risk associated with celebrity endorsement • Negative publicity • Overshadowing • Overexposure • Overuse • Extinction • Financial risk
- 5. Framework to make effective celebrity endorsement? • Are the celebrity endorsement programs result driven? • How to quantify the value generated by celebrity endorsements? • Are customers able to connect the brand with the celebrity?
- 6. Product which I would have endorsed by a celebrity • A refreshing health drink to reduce the tiredness of a busy working day. • After school refreshment to remove the slackness. • Good health drink for the elder ones too.
- 7. Celebrity for the product • I would offer Naseeruddin Shah to endorse this health drink for the elder ones.
- 8. Celebrity for the product • I would offer Akshay Kumar to endorse this product for the busy working persons.
- 9. Celebrity for the product • I would offer Darsheel Safary to endorse this health drink for the after school slacks.
- 10. How to launch the product? Three steps to be used to launch the product. • Segmentation • Targeting • Positioning
- 11. How would I advertise? • Word of mouth • Newspapers • Magazine Ads • Commercial • Internet
- 12. Thank You Make Presentation much more fun