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 tv Videocon Pepsi Hyundai- Santro Pepsodent Sunfeast Navaratan Tag Heuer Airtel
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 Celebritys fit with the brand image. CelebrityTarget audience match Celebrity associated values. Costs of acquiring the celebrity. CelebrityProduct 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. Advantage
Brand 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
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 brands 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 References Magazine and newspaper: USP Age ,vol.17 september 2008 Advertising Express ,June 2010 EconomicTimes Brand Equity 15 sept 2010