celebrity endorsement main

Celebrity Endorseme

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“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