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Celebrity Endorseme
nt
“A sign of a celebrity is that his name is often worth more than his services.” Daniel J Boorstin
Who is a celebrity?
What is celebrity endorsement?
Celebrity endorsement in INDIA.
Why celebrity?Greater believability
Favorable evaluation of the
product.
Positive purchase intention.
Q. Brands endorse by Shahrukh Khan?
Dish tvVideoconPepsiHyundai- SantroPepsodentSunfeast Navaratan Tag HeuerAirtel
Perfect Face For a Brand
Target youngsters
Connect with the brand story
Aspiration figure
1• Instant brand awareness
and recall.
2• Celebrity values define, and
refresh the brand image.
3
• Celebrities add new dimensions to the brand image
4 • Instant credibility or
aspiration PR coverage.
5 • Lack of ideas.
6 • Convincing clients.
Celebrity endorsement are impelled by virtue of the following motives
Industries Using Celebrity Endorsement
Who endorses what?
“Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.”
Impact of celebrity endorsement on a
brand
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.
Compatibility between the celebrity and brand image
• Celebrity’s fit with the brand image.
• Celebrity—Target audience match
• Celebrity associated values.
• Costs of acquiring the celebrity.
• Celebrity—Product match. • Celebrity controversy risk.
•Celebrity physical attractiveness. •Celebrity credibility. •Celebrity prior endorsements.•Whether celebrity is a brand user.•Celebrity profession.• Celebrity popularity.• Celebrity availability.
IS THEIR INFLUENCE STRONG
ENOUGH???????
CASE STUDY…….
AdvantageBrand awareness and recall.
Celebrity value define
and refreshes brand image
Increase in sales figure.
E Repair tarnished brand image.
Easy to distinguish products.
Giving message to the target market.
Risk
Celebrity overshadowed the brand
Creditability of celebrity
Conflicting image
Multiple endorsement
Influence of celebrity scandals and moral violation on
brands
The Bachchans were endorsing Maruti Versa
The Shahrukh Khan were endorsing Lux.
James Bond endorsing Reid & Taylor.
Virendra Sehwag endorsing Reliance Telecommunication.
Milind soman tuff shoes advertisement by woodland.
Failure of Celebrity Endorsement
How to make it a success mantra?
Have a long term celebrity association with the company
Eg: Sachin tendulkar-boost.
Focus on idea that connects brand and celebrity.
Think how the celebrity can used in the interest of the
brand. Eg: Hrithik Roshan – Hide n Seek
Multiple celebrities for a single brand dilute the
associations. Eg: Pepsi
Celebrity endorsement is not the ‘do all, end all of a brand’s success…
Celebrity Vs Brand Heroes
Animated characters.
Common man
Conclusion
Endorsing a celebrity is a means to an end and not an end in itself……
ReferencesMagazine and newspaper:USP Age ,vol.17 september 2008Advertising Express ,June 2010EconomicTimes –Brand Equity 15 sept 2010
Virtual Sourcesfile:///D:/miscellanious/cb/Celebrity-endorsem
ent.asp.htm• www.scribd.com/celebrity-endorsement-A-cas
e-study-on-Pepsi.htm• www.coolavenues.com• http://knol.google.com/k/celebrity-vs-heroic-b
rands#• www.google.com
KUCH
MITHA HO
JAYE