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Celebrity Endorsemen t

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Page 1: Celebrity endorsement main

Celebrity Endorseme

nt

Page 2: Celebrity endorsement main

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

Page 3: Celebrity endorsement main

Who is a celebrity?

Page 4: Celebrity endorsement main

What is celebrity endorsement?

Celebrity endorsement in INDIA.

Page 5: Celebrity endorsement main

Why celebrity?Greater believability

Favorable evaluation of the

product.

Positive purchase intention.

Page 6: Celebrity endorsement main

Q. Brands endorse by Shahrukh Khan?

Dish tvVideoconPepsiHyundai- SantroPepsodentSunfeast Navaratan Tag HeuerAirtel

Page 7: Celebrity endorsement main

Perfect Face For a Brand

Target youngsters

Connect with the brand story

Aspiration figure

Page 8: Celebrity endorsement main

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

Page 9: Celebrity endorsement main

Industries Using Celebrity Endorsement

Page 10: Celebrity endorsement main

Who endorses what?

Page 11: Celebrity endorsement main

“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.”

Page 12: Celebrity endorsement main

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.

Page 13: Celebrity endorsement main

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.

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IS THEIR INFLUENCE STRONG

ENOUGH???????

Page 15: Celebrity endorsement main
Page 16: Celebrity endorsement main

CASE STUDY…….

Page 17: Celebrity endorsement main

AdvantageBrand awareness and recall.

Celebrity value define

and refreshes brand image

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Increase in sales figure.

E Repair tarnished brand image.

Page 19: Celebrity endorsement main

Easy to distinguish products.

Giving message to the target market.

Page 20: Celebrity endorsement main

Risk

Celebrity overshadowed the brand

Creditability of celebrity

Page 21: Celebrity endorsement main

Conflicting image

Multiple endorsement

Influence of celebrity scandals and moral violation on

brands

Page 22: Celebrity endorsement main

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

Page 23: Celebrity endorsement main

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

Page 24: Celebrity endorsement main

Celebrity endorsement is not the ‘do all, end all of a brand’s success…

Celebrity Vs Brand Heroes

Animated characters.

Common man

Page 25: Celebrity endorsement main

Conclusion

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

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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

Page 28: Celebrity endorsement main

KUCH

MITHA HO

JAYE