celebrity brand endorsement
Embed Size (px)
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.
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 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
SHARUKH KHAN : HE IS NOT FAIR
Celebrity EndorsementA dark side view
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
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.
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
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.
Endorsing a celebrity is a means to an end and not an end in itself