celebrity endorsement & brand building

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  • 8/16/2019 Celebrity Endorsement & Brand Building

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    CELEBRITY ENDORSEMENT &

    BRAND BUILDING

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    “Beauty is a greater recommendationthan any letter of introduction.”

     Today, use of celebrities as part of marketing communicationstrategy is fairly common practice for major rms in supportingcorporate or brand imagery.

     This aptly summarizes why innumerable products areendorsed by celebrities, with or without a signicant need or

    benet from the same.

    - Aristotle

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    BRAND

    “a name, term, sign, symbol, or design, or acombination of them, intended to identify goods

    or services of one seller or a group of sellers

    and to dierentiate them from those ofcompetitor”- The Dictionary of Business & Management 

    “Our most valuable assets are our intangible assets.

    - Jack Welch, the former CEO of General Electric

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    CELEBRITY 

    “Celebrities are people ho en!oy speci"c public recognition by a large number of certaingroups of people”

     They have tremendous mass followings

    ! celebrity is perceived as god by masses

     They have some characteristic attributes like attractiveness,e"traordinary lifestyle or special skills that are notcommonly observed

     They pull crowds with their presence only

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    CELEBRITY ENDORSER

    “Celebrity endorser is an individual ho isknon by the public for his or her achievements

    in areas other than that of the product class

    endorsed”.

    #elebrities can catalyze brand acceptance and provide the enormousmomentum that brands re$uire by endorsing the intrinsic value to the brand

    %amous people always attach a greater degree of attention, recalland loyalty

    Actors Models

    Television Personalities

    Sorts !i"#resEntertainers

    Po$stars

    B#siness%en

    Politicians

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    PRODUCT ENDORSMENT

    “# product endorsement is a form of testimonialfrom someone hich indicates that they like or

    approve of a product”

    &hen buying endorsed products, the consumer a'liates with theperson who endorses it.

     The idea of purchasing a product which is endorsed by someonewealthy or famous appeals to consumers

    #ommonly, product endorsements are solicited from peoplewho aresocially prominent

    (odern product endorsements are worth substantial amounts of money

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    CELEBRITY ENDORSEMENT

    “$he use of celebrities in order to increase thesales and% or the recall value of a brand is called

    celebrity endorsement”

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    RISE O! CELEBRITY CULTURE

    “$ouch it. &eel it. '(perience it.”

    !ssociating a brand with a top)notch celebrity can perk upbrand recall

    *erceived as a winning formula of corporate image buildingand product marketing

    +se of celebrity advertising for companies has become atrend

    #reates linkages with the stars appeal

    !dds refreshing and new dimensions to the brand image

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    OBECTI'ES O! CELEBRITY

    ENDORSEMENT

    • Esta(lis) t)e rod#ct need

    • Create Brand A*areness

    • Set c#sto%er e+ectations

    • Create a #rc)ase intention

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    CELEBRITY ENDORSEMENT,!ACTORS IN'OL'ED

    *rice -s. *rot

    (ultiple rand /ndorsement vs. (ultiple #elebrity/ndorsement

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    TYPES O! CELEBRITY

    ENDORSMENTS

     Testi%onial The celebrity acts as a spokesperson for the brand

     I%orted The celebrity performs a role known to the audience

     Invented The celebrity plays a new, original role

     O(server The celebrity assumes the role of an observer commenting on thebrand

     -arnessed The celebrity0s image is integrated with the ad0s storyline

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    CELEBRITYENDORSEMENTS,!OR INCUMBENT BRANDS

    • 1nterpreting and processinginformation• #ondence in decisionmaking• 2atisfaction

    • /3ectiveness and e'ciencyof marketing programs• *rices4 margins• rand /"tension• Trade 5everage• #ompetitive !dvantage

    BRAND

    E.UIT Y 

    PERCIE'ED

    .UALITY 

    BRANDASSOCIATI

    ON

    PROPRIETARY

    ASSETS

    'ALUE TOCOMPANY 

    'ALUE TOCUSTOME

    RS

    BRANDLOYALTY 

    BRANDA/ARENE

    SS

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    SELECTION O!

    CELEBRITY 

    MATC- UP BET/EENCELEBRITY IMAGE AND

    BRAND IMAGE

    !AME AND POPULARITYO! BRAND

    TRUST/ORT-INESS

    E0PERTISE

    P-YSICALATTRACTI'ENESS

    CELEBRITY C-OSEN

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    COMPATIBILITY O!CELEBRITY1S

    PERSONA /IT- O'ERALL

    #ertain parameters that ensure proper compatibilitybetween the celebrity and brand image are6

     #elebritys t with the brand image•  #elebrity7Target audience match•  #elebrity associated values•  #osts of ac$uiring the celebrity•  #elebrity7*roduct match•  #elebrity controversy risk•

     #elebrity popularity•  #elebrity availability•  #elebrity physical attractiveness•  #elebrity credibility•  #elebrity prior endorsements•  &hether celebrity is a brand user•

     #elebrity profession

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    ARGUMENT !OR CELEBRITYENDORSEMENT

    • Esta(lis)%ent o2 Credi(ilit3• Ens#red Attention• PR covera"e•

     Ti%e savin"• -i")er de"ree o2 recall• Associative Bene4t• Miti"atin" a tarnis)ed i%a"e• Ps3c)o"ra)ic Connect,8 De%o"ra)ic Connect• Mass Aeal• Providin" testi%on3

    • Re5#venatin" a sta"nant (rand• Cele(rit3 endorse%ent can so%eti%es co%ensate2or lac6 o2 innovative ideas

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    ARGUMENT AGAINST CELEBRITYENDORSEMENT

    • $he reputation of the celebrity may change afterhe%she has endorsed the product 

     )nconsistency in the professional popularity of thecelebrity 

    • *ulti brand endorsements by the same celebrityould lead to overe(posure

     Celebrities endorsing one brand and using another+competitor

    • *ismatch beteen the celebrity and the image ofthe brand 

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