Vous êtes sur la page 1sur 28

Submitted To: Prof.

Ipshita Bansal HOD FMS, WISDOM Banasthali University

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?

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

Celebrity endorsement are impelled by virtue of the following motives


1

Instant brand awareness and recall.


Celebrity values define, and refresh the brand image.

Celebrities add new dimensions to the brand image Instant credibility or aspiration PR coverage. Lack of ideas. Convincing clients.

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.

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

Failure of Celebrity Endorsement


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.

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

Virtual Sources file:///D:/miscellanious/cb/Celebrity

endorsement.asp.htm www.scribd.com/celebrity-endorsement-A-case-study-onPepsi.htm www.coolavenues.com http://knol.google.com/k/celebrity-vs-heroic-brands# www.google.com

Vous aimerez peut-être aussi