Celebrity Brand EndorsementPrepared By : Ankur Jain Mahesh khadela

Who Is Celebrity ??

CelebrityA celebrity is a person who is widely recognized in a society.Several attributes like attractiveness, extraordinary lifestyle are characteristics within a social group.wherein they generally differ from the social norm and enjoy a high degree of public awareness.

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A sign of a celebrity is that his name is often worth more than his services. Daniel J Boorstin

Celebrities can be.

Actors ( Shahrukh khan, Amitabh Bachchan)Models ( Malaika Arora, Milind Soman)Sports athletes (Sachin Tendulkar, Roger Federer ) Pop Stars (Britney Spears, Lady Gaga)Businessmen (Mukesh Ambani, Vijay Mallya)Politicians (Barack Obama)Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl)

What Is Celebrity Endorsement??

Celebrity EndorsementCelebrities act as spokes people in advertising to promote products and services.

Why celebrity?

Why Use celebrity?

Compared to other endorsers, celebrities achieve a higher degree of attention and recall. They increase awareness of a companys advertising, Create positive feelings towards brands Perceived by consumers as more entertaining Take advantage of a celebritys equityBreak through media clutterEstablish instant credibilityTake advantage of a celebritys current media exposure

Celebrity EndorsementsAnd Potential Problem

How Fair Skinned Are You??

INDIANS are Obsessed about how fair their skin is

DARK SKINDARK SKIN

FAIRER SKINNED GIRLS DO BETTER ON THEIR MARRIAGE MARKET

Girls Want To Become Fairer

Indian Solution :

Indian Men have also used it sneakily over the years.

I ALSO USE

SOLUTION

SHARUKH KHAN : HE IS NOT FAIR

Celebrity EndorsementA dark side view

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Any brand can get a celebrity is easily , but getting the right person , for the right purpose , for the right brand is not easy .

PITFALLS OF CELEBRITY ENDORSEMENTS

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ULTIMATE CELEBRITY ENDORSEMENT DISASTERS..

Personal life :

TIGER WOODS SCANDAL Net Worth:$ 600 millionEndorsements Earning: $ 65.2 M

Forbes Rich list : 1ST RANK

Tiger woods scandal:

These are the companies which dropped tiger woods contract toendorse their brands in the wake of the scandal involving his extramarital affairs in 2009.

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Total losses incurred by sponsor's post woods scandal plot

Group of sponcersPercent lossDollar (in Billion)All sponsor s2.312.37Big 52.48.11Nike & Pepsi45.71

Misbehavior : Lance Armstrong doping scandal Net Worth:$125 Million

Endorsements Earning: $ 20.0 Million

Forbes Rich list : 65TH RANK

Lance Armstrong doping scandal :

These are the companies which dropped lance armstrong contract to endorse their brands in the wake of the scandal involving allegations that he used steroids during his racing career

Total losses incurred by sponsor's post armstrong Doping scandal

$75 million per year..???

Top celebrity endorsement disasters

BRITNEY SPEARS FOR PEPSI IN 2003

Top celebrity endorsement disasters

MIKE TYSON FOR PEPSI & BLACK ENERGY DRINKS

AJAY JADEJA FOR CASTROL,BRITANNIA,PEPSI..

Top celebrity endorsement disastersKOBE BRYANT FOR NIKE & LENOVO..

S.SREESANTH FOR NIKE,PEPSI,KINGFISHER..

If I am going to be CEO of a company the celebrities I would prefer to endorse my products

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For international markets..

EXTINCTIONMISBEHAVIOUR PERSONAL LIFE LOW REPUTATION

For indian markets..EXTINCTIONMISBEHAVIOUR PERSONAL LIFE REPUTATION

Effectiveness depends on the existence of a 'fit

Effective match:Reid & Taylor and Amitabh Bachhan,

Establishing a Perfect Match

REEBOKBIPASHA BASU/ M S DHONIFITHEALTHYPERFECT BODYSPORTS PERSON

PRODUCTFOR FITNESSFOR HEALTH CONSCIOUSSPORTS SHOE

SONY VAIOKAREENABEAUTIFULSLIMLIGHT WEIGHTZERO FIGURESTYLISHPRODUCTSLIMLIGHT WEIGHTSTYLISHSLEAK

PEPSIRANBIR KAPOOR /DEEPIKAYOUNGSTYLISHENERGETICCHOICE OF YOUTHPRODUCTFOR YOUNG PEOPLEENERGETIC

LUXKATRINA / ASHFAIRSOFT SKINBEAUTIFULBEAUTY ICONPRODUCTFAIRNESS SOAPFEMALE PRODUCT

Dearth of salesmanAmitabh bacchan is one man brand industry. Nobody has that 6-to-60 universal appeal who can sell anything to India, and to Bharat..

Revolutionized the psychological trend of using Cadbury from 5-55 age group.

A gift that helps foster relationships.

Conclusion

Endorsing a celebrity is a means to an end and not an end in itself

THANK YOU