of 9
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
1/9
LOGO
IMPACT OF CELEBRITY
ENDORSEMENTS ONOVERALL BRAND
BIYANI INSTITUTE OFSCIENCE & MANAGEMENT
Presented By :- Anita Sharma
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
2/9
Meaning of Brand & Celebrity
Brand as: a name, term, sign, symbol, or design,or a combination of them, intended to identifygoods or services of one seller or a group of sellersand to differentiate them from those ofcompetitor.
Celebrities: are people who enjoy specific publicrecognition by a large number of certain groups ofpeople. They have some characteristic attributes
like attractiveness, extraordinary lifestyle orspecial skills that are not commonly observed.Thus, it can be said that within a society,celebrities generally differ from the commonpeople and enjoy a high degree of public
awareness.
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
3/9
Celebrity Endorsement celebrity endorser is an individual who is known
by the public for his or her achievements in areasother than that of the product class endorsed. So,in the Coco-Cola advertisement; actor Amir Khan isthe celebrity endorser for the product or brandcalled Coke, and this process is referred to asCelebrity Endorsement. Celebrities might endorseas a brand ambassador or a brand face.
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
4/9
THE NEED FOR CELEBRITY ENDORSEMENT
Celebrity values define, and refresh the brandimage .
Celebrity adds new dimensions to the
brand image.
Convincing clients .
Instant Brand Awareness and Recall.
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
5/9
WHY COMPANIES USE CELEBRITIES - THECELEBRITY EDGE
Psychological Factors
Up Awareness and Trust Levels
Communicate a Certain Message
about the Company
For Money
Position their Brand Distinctively
Standing for a Single Brand
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
6/9
RISKS ASSOCIATED WITH CELEBRITYENDORSEMENT
Negative publicity
Overshadowing
Overexposure
Overuse
Extinction
Financial Risk
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
7/9
CASE: CELEBRITIES - TO USE OR NOT TO USE Sharukh Khan - Mayur Suitings (Positive Impact)
Dharmendra - Rajdoot Motorcycles (PositiveImpact)
Amitabh Bachchan (Cluttered Identity)
Rani Mukherjee - Hero Cycles (Negative Impact) Hutch - The Child and the Dog (Created
Spokesperson)
Mohammad Azharuddin - Britannia (Change of theCelebrity Image)
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
8/9
CONCLUSION
Celebrity endorsements do work in the Indian scenario.The level and the magnitude of the effect vary with thecelebrity and the product category but most endorsementshave a favourable impact.
The consumer looks for a variety of aspects from theendorsement like the credibility and likeability of theendorser. Credibility also means the fit between the brandand the celebrity.
Multiple endorsements do clutter the minds of theconsumer.
Companies have taken celebrity endorsement to next levelby projecting brands as a way of life. Smart companies areusing their brand ambassadors in other mediums such asmovies to promote their brands.
E.g., Amitabh Bachchan, who endorses the financialinstruments of ICICI Bank, is shown as a branch-manager
of ICICI Bank in the movie Baghban.
8/4/2019 2 Ppt on Impact of Celebrity Endorsments d0
9/9
LOGO