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Submitted By: Khushbu Joshi Nidhi Chugh Kunti Laddha MBA III Sem
A sign of a celebrity is that his name is often worth more than his services.
Daniel J Boorstin
Who is a celebrity?
Why celebrity?
Greater believability
Favorable evaluation of the
product.
Positive purchase intention.
Aspiration figure
Celebrities add new dimensions to the brand image Instant credibility or aspiration PR coverage. Lack of ideas. Convincing clients.
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.
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.
CASE STUDY.
Advantage
Brand awareness and recall.
Risk
Celebrity overshadowed the brand
Creditability of celebrity
Conflicting image
Multiple endorsement
Common man
Conclusion
References
Magazine and newspaper: USP Age ,vol.17 september 2008 Advertising Express ,June 2010 EconomicTimes Brand Equity 15 sept 2010