celebrity brand endorsement
Post on 15-Nov-2014
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CelebrityBrand
Endorsement
“A sign of a celebrity isthat his name is often worth more than his services.” -Daniel J Boorstin
Marketing StrategyEveryday consumers are exposed to thousands of voices and images in magazines, newspapers, billboards, websites, radio and television, etc. Every brand attempts to steal at least fraction of a person’s time to inform him/her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy.
Who is a celebrity?
What is celebrity endorsement?
The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity endorsement.
Celebrity endorsement in INDIA...India stands at No. 5 worldwide in the advertisement industry.Television - Valued at Rs 329 billion (US$ 5.76 billion) in 2011, the television (TV) industry is expected to expand at a compounded annual growth rate (CAGR) of 17 per cent through 2011-16 to touch Rs 735 billion (US$ 13 billion). Radio- The radio industry with around 36 FM radio operators, is estimated at Rs 1,200 crore (US$ 210 million). Print- An estimated growth of 10 per cent is anticipated till 2015. Digitization- Digital advertising is expected to grow at a CAGR of 30 per cent during 2011-16.
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
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???????
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
Shahrukh Khan 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
As per conducted surveyQ). Which factor related to product affects you
most? Price Quality Celebrity endorsement Others
45
5075
30
Out of 200 people
PriceQuality Celebrity En-dorsement Others
Endorsing a celebrity is a
means to an end and not an end in
itself……
KUCH
MITHA HO
JAYE
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