1. Case Analysis Akash Gupta Reg No.: 081203030 IMP MBA Final Semester Marketing Specialization

2. Factors affecting choice of endorser Acceptance of celebrity by target group Relation of celebrity with product In this case Worldwide acceptance of celebrity Independent and beautiful

3. Factors affecting dropping of endorser Bad publicity of celebrity Hampered image of celebrity Dissociation with target population In this case Controversial comment on earthquake

4. Why to use endorser? They have high public coverage They attract public at a large scale They are able to attract people for a old brand They create a mass appeal They create high level of brand recall They bring confidence of public when company’s image is not good

5. What should be considered before celebrity endorsement Reputation of celebrity Degree of association celebrity’s image with product Whether endorser is involved with competitor brand Success in their profession

6. Conclusion Celebrity endorsement is beneficial but should not harm brands image Company should consider the cultural sensitivity and cross cultural influences