Brand Building
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The document summarizes interviews conducted as part of a school project on celebrity endorsements. It includes interviews with Aishwarya Rai, who endorses L'Oreal Paris, discussing why she was chosen and her effectiveness for the brand. Interviews were also conducted with Esha Deol, who endorses Garnier, and the creative agency discussing why she was chosen and how she fits the brand. Additionally, interviews with Hrithik Roshan discuss the criteria he considers for endorsements and his views on the necessity and effectiveness of celebrity endorsements.
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Final Ppt
Brand ambassadors and opinion leaders are important influencers in consumer behavior. They increase awareness of brands, help create positive feelings towards brands, and provide word-of-mouth recommendations that reinforce consumer confidence. Effective brand ambassadors are those that have credibility with consumers and match well with the brand, such as using sports celebrities to endorse sporting goods. Opinion leaders act as trendsetters and brand referrals in categories like fashion and help spread information to other consumers.
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The document discusses celebrity endorsements and their impact on brands. It defines what a brand and celebrity are, and outlines several factors that influence the effectiveness of celebrity endorsements, including the brand equity, the celebrity's image and relevance to the brand. Celebrity endorsements can boost awareness and sales, but the brand must be strong enough to withstand any risks from the celebrity. Regional celebrities are also being used more to target local markets.
Donald gunns 12 advertising types
The document describes different types of advertising genres. It discusses demo/demonstration ads which introduce products and their benefits. Problem-solution ads focus on problems people face and introduce the product as the solution. Comparative ads compare a company's product to competitors, presenting it as superior. Character-driven ads use characters associated with products like masculine men for aftershave. Celebrity endorsement ads use celebrities to build brand identity and awareness. Symbolism ads represent product advantages through symbols or graphics.
CELEBRITY Endorsement advanced word report
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This document discusses the use of celebrity endorsements in brand promotion. It notes that brands pay celebrities to promote their products to take advantage of the celebrities' popularity and influence over consumers. An effective brand ambassador will have personality traits that align well with the brand and motivate customers to purchase products. The match between celebrity and brand is important for the endorsement to be successful at influencing customer decisions and increasing sales.
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This document provides an overview of a student project on celebrity brand endorsements. It discusses the need for celebrity endorsements in marketing, important attributes of celebrity endorsers, and defines celebrity endorsement. The project involved interviews with celebrities Hrithik Roshan and Esha Deol, as well as professionals in the brand endorsement industry. The goal was to analyze the role celebrity endorsements play in brand building.
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The document discusses factors to consider when choosing a brand ambassador. It provides examples of successful brand ambassador partnerships. The key points are:
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2) The ambassador creates an association between themselves and the brand in customers' minds.
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Brand ambassadors and opinion leaders are important influencers in consumer behavior. They increase awareness of brands, help create positive feelings towards brands, and provide word-of-mouth recommendations that reinforce consumer confidence. Effective brand ambassadors are those that have credibility with consumers and match well with the brand, such as using sports celebrities to endorse sporting goods. Opinion leaders act as trendsetters and brand referrals in categories like fashion and help spread information to other consumers.
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The document discusses celebrity endorsements and their impact on brands. It defines what a brand and celebrity are, and outlines several factors that influence the effectiveness of celebrity endorsements, including the brand equity, the celebrity's image and relevance to the brand. Celebrity endorsements can boost awareness and sales, but the brand must be strong enough to withstand any risks from the celebrity. Regional celebrities are also being used more to target local markets.
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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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In this age of intense competition, where capturing a position in the consumers’ mind space is extremely tough, celebrity endorsements give an extra edge to the companies for holding the viewers’ attention. Celebrities can catalyze brand acceptance and provide the enormous momentum that brands require by endorsing the intrinsic value to the brand. Following are the main reasons because of which marketers prefer celebrity endorsers:
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• Celebrity values define, and refresh the brand image.
• Celebrities add new dimensions to the brand image.
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Consumers are exposed to thousands of advertisements in magazines, newspapers, websites, radio and television. Celebrity endorsement in advertisement and its impact on the overall brand is of great significance. Every brand attempts to embezzle at least a fraction of a person’s time to inform him or her of the wonderful and different attributes of the brand. In this process, the companies employ celebrities from a particular field to feature in its advertisement campaigns.
The promotional features and images of the product are exactly matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a range of brands. Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and pleasant qualities and companies plan that these qualities are transferred to products via macro activities. Furthermore, because of their reputation, celebrities serve not only to create and maintain attention but also to achieve high recall rates for messages in today’s highly cluttered environments. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer. The study through survey analysis attempts to analyze effectiveness of celebrity endorsement in brand building. The study will be significant in exploring impact of celebrity endorsement on consumer behavior and purchase decisions
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This document discusses the challenges faced by brand ambassadors in the era of social media. It provides examples of brand ambassadors for Maggi, Snapdeal, and Gillette who faced issues after product failures or personal scandals. Amitabh Bachchan and Madhuri Dixit had to distance themselves from Maggi after its noodles were found to contain chemicals. Aamir Khan's contract with Snapdeal was not renewed due to his comments about intolerance. Tiger Woods lost endorsements from Gillette and others due to allegations of infidelity. Finally, it lists key characteristics needed for brand ambassadors today, such as being knowledgeable, a good speaker, credible, and adept with technology.
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1) The bandwagon appeal which emphasizes that a product is popular and audiences will feel like they are missing out if they do not buy it.
2) Celebrity association where famous people promote products to increase brand recognition and sales.
3) The use of emotional appeals to create an emotional response in audiences and make them feel a sense of responsibility to buy a product.
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This document discusses various styles, techniques, and conventions used in television advertising. It provides examples of different styles such as documentary, mini fiction, animation and talking heads. It also discusses techniques like hidden messages, overt messages, emotional response, celebrity endorsement, and repetition. Finally, it covers conventions such as soundtracks, brand logos, dialogue, special effects, and characteristics of products/services including benefits, advantages over competitors, and lifestyle appeal. The document is an overview of creative and marketing elements commonly employed in television commercials.
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CONSUMER PERCEPTION TOWARDS CELEBRITY ENDORSEMENTS.
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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.
STUDY ON EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN BRAND BUILDING
In this age of intense competition, where capturing a position in the consumers’ mind space is extremely tough, celebrity endorsements give an extra edge to the companies for holding the viewers’ attention. Celebrities can catalyze brand acceptance and provide the enormous momentum that brands require by endorsing the intrinsic value to the brand. Following are the main reasons because of which marketers prefer celebrity endorsers:
• Instant Brand Awareness and Recall.
• Celebrity values define, and refresh the brand image.
• Celebrities add new dimensions to the brand image.
• Instant credibility
Consumers are exposed to thousands of advertisements in magazines, newspapers, websites, radio and television. Celebrity endorsement in advertisement and its impact on the overall brand is of great significance. Every brand attempts to embezzle at least a fraction of a person’s time to inform him or her of the wonderful and different attributes of the brand. In this process, the companies employ celebrities from a particular field to feature in its advertisement campaigns.
The promotional features and images of the product are exactly matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a range of brands. Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and pleasant qualities and companies plan that these qualities are transferred to products via macro activities. Furthermore, because of their reputation, celebrities serve not only to create and maintain attention but also to achieve high recall rates for messages in today’s highly cluttered environments. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer. The study through survey analysis attempts to analyze effectiveness of celebrity endorsement in brand building. The study will be significant in exploring impact of celebrity endorsement on consumer behavior and purchase decisions
RBSA Advisors Research Report - Celebrity Brand Valuation
This document provides an analysis of celebrity brand valuation in India. It discusses the history and factors that determine celebrity brand value, such as the match between a celebrity's image and the brand. 16 top celebrities from Bollywood and sports are analyzed, including their social media following, average annual revenue from endorsements, and accolades. The document finds a direct correlation between age and brand value. Consistency in performance and avoiding controversies are important to maintain brand value. Celebrities with greater reach through media have more impact. The methodology section explains that current and projected future endorsement earnings are used to measure celebrity brand value and rankings.
Celebrity endorsements in marketing
Celebrity endorsements can be an effective marketing strategy but require careful planning. The document discusses the roles celebrities can play in endorsements such as spokespeople or actors. It also examines the pros and cons of using celebrities. While endorsements can boost attention and branding, celebrities risk overshadowing the brand or facing controversy that affects the brand's image. Metrics like sales and awareness are used to measure the return on investment of celebrity endorsements.
Gunn 12 forms of advertising
This document outlines 12 different types of advertising:
1. Demo advertising presents a product's capabilities through either hard or soft sell demonstrations.
2. Parody or borrowed format advertising copies other media formats to create comedic effect and surprise viewers.
3. Unique personality property advertising focuses on something unique about the product, like its origins or founder, to differentiate it from competitors.
4. Associated user imagery shows potential customers using the product to increase relatability.
Celebrity endorsement
Celebrity endorsement has got disadvantages too!!..
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Final questionnaire on celebrity endorser for thums up
Final questionnaire on celebrity endorser for thums up
STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON THE PURCHASING DECISION OF THE CO...
STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON THE PURCHASING DECISION OF THE CO...
role of brand ambassador in building strong brand equity...
role of brand ambassador in building strong brand equity...
Impact of celebrity brand endorsement on the buying behaviour of customer
Impact of celebrity brand endorsement on the buying behaviour of customer
STUDY ON EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN BRAND BUILDING
STUDY ON EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN BRAND BUILDING
RBSA Advisors Research Report - Celebrity Brand Valuation
RBSA Advisors Research Report - Celebrity Brand Valuation
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Formation Branding by Refresh.tn
MOHAMED ALI
KANZARI
ACCREDITED TRAINER IN ENTREPRENEURSHIP
BRAND STRATEGY CONSULTANT
FREELANCE GRAPHIC DESIGNER
MORE THAN 5 YEARS OF EXPERIENCE IN ASSOCIATIONAL LIFE
What is branding?
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
Marketing - Brand Ambassador
The document discusses the role and importance of brand ambassadors. It states that leadership is not a person but a brand, and a leader's role is to serve as a brand ambassador. An effective brand ambassador inspires others, demonstrates strong character traits like honesty and commitment, and communicates in a simple yet compelling way. The document also discusses how celebrities are often used as brand ambassadors because they can help position brands, promote awareness, and transfer their value and popularity to the brand they endorse. Finally, it notes that brand ambassadors are important because they can influence consumer purchase decisions and create a connection between the consumer and the brand.
The Importance of Brand Stewardship - My interview with IE
In this interview I had the opportunity to give some answers around brand stewardship in a new reality and how I see my role as part of a larger organization. I hope this will inspire you and spark some ideas. Please share your thoughts and insights with me.
Survey Questionnaire on celebrity endorsement
This document contains a survey about consumer attitudes towards celebrity endorsements. It lists 17 statements about buying products endorsed by celebrities and asks respondents to indicate their level of agreement on a 5-point scale from strongly disagree to strongly agree. It collects demographic information like gender, age, education level, and marital status. The purpose is to understand how celebrities influence consumer purchasing behaviors.
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This document provides 10 golden rules for personal branding:
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2. Be authentic and genuine in your branding to build trust with your audience.
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Celebrity endorsement final group2
This document discusses celebrity endorsements and their impact on consumer buying behavior and brands. It finds that celebrity endorsements can increase brand awareness, attention, and recall but the celebrity and brand must be well-matched. While celebrity endorsements provide advantages like credibility and mass appeal, they also carry risks if the celebrity's reputation declines or they do not align well with the brand. The document also analyzes survey results that found consumers associate a celebrity with a brand temporarily more than permanently and rank quality as the top factor influencing repurchases over celebrity endorsements.
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Build Your Brand and Build Your Business
The document provides guidance on using social media to build brands and businesses. It discusses how brands are built through consistent messaging, meeting consumer expectations, and developing brand advocates. It recommends businesses use multiple social media tools like blogs, Twitter, Facebook and LinkedIn to engage with customers, build relationships, and position the brand as a brand of choice through valuable, engaging content and conversations. The key is active participation over time to build trust and loyalty among customers and develop a band of brand advocates who will promote the brand through word-of-mouth.
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This presentation was given to the ASU Venture Devils startup incubator course in April 2017.
Why direct-to-consumer beauty brand Glossier is ripping up the advertising an...
Glossier is a US beauty brand that takes a direct-to-consumer approach rather than relying on retailers. The company's president believes owning the customer relationship is key to building a brand. Glossier uses social media engagement and feedback from its community of over 1.2 million Instagram followers to develop and launch new products. It spent 18 months creating its first mascara to get the formula perfect. Rather than working with influencers, Glossier has found more success engaging its hardcore base of loyal customers who provide valuable feedback.
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Brand personality is a set of human characteristics associated with a brand.
From the consumer’s point of view brand personality offer them a touch point that gives them the opportunity to connect with the brand on an emotional level. From a company’s point of view brand personality offers a host of benefits: it differentiates the brand, makes it more memorable, creates message consistency across all channels and it offers a vehicle for creating engaging brand messages.
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This document provides information about personal branding and building an effective personal brand. It discusses defining your strengths, values and goals to present yourself consistently. It outlines eight laws of personal branding including specializing in a core strength and adhering to the brand's code of conduct privately. Steps to build a brand are determining skills and characteristics, researching market fit, and maintaining an authentic online presence through social media and other tools. Personal branding is about giving value to others rather than self-promotion.
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This document summarizes research conducted by a team on creativity in the cosmetics industry. Through surveys and interviews at Sephora stores, the team found that many cosmetics users struggle to find products that match their skin tone. They observed Sephora's Color IQ machine, which identifies matching products but has limitations. The team's research showed opportunities to help users select the right makeup through an improved technology solution. Their goal is to develop a concept that provides an easy, efficient way for women to find matching products and feel confident in their purchases.
A2 media coursework
1. The document discusses how a student's media coursework for advertising deodorant both uses and challenges conventions from real advertising products like Lynx and Axe deodorant ads.
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Digital Transformation Frameworks: Driving Digital Excellence
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Industrial Tech SW: Category Renewal and Creation
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Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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Brand Building
- 1. Brand Building Project by Akash Gupta…08 Tejas Narayan…19 Noopur Modi…14 Vidya Bhandari…03 Dhruv Shah…29 Aniveshika Prakash…25
- 8. Interview With Esha Deol
- 15. Interview Creative Agency Sony Ericsson
- 16. Thank You