CELEBRITY ENDORSEMENT

BY: NIKITA BHATKAR

CONTENT Definition Need of celebrity endorsement Stages of endorsement Strategies for endorsing a product Impact Endorsement returns Conclusion

Who is a celebrityCelebrities are the people who enjoy public

recognition by a large share of a certain group

of people and can influence life of people.Celebrities are: Actors Models Sports figure Entertainer Pop star Business man Politician Fictional celebrities

Endorsement

DefinitionCelebrity endorsement is a marketing

strategy involving the use of

celebrities to advertise for a brand

with an eye on increasing the product

sales or increasing the awareness of

the brand by leveraging the

awareness levels of the celebrity.

Need for endorsement Increase the sale. Establish a company or a business. Easily recall the product or brand. Attract more attention. To co-ordinate across diverse sets of

customers.

Stages Defining desired brand

image attributes

Celebrity and Brand story

Defining celebrity

programmed for brand support

Basic Strategy To steal minimum fraction of the time

Consumers are exposed to thousands of voices and

images

To find a hook

Impact of endorsement

Instant brand awareness.

Attraction towards product.

FMCG ( FAST MOVING CONSUMER GOODS )

FMCG Percentage contributionFood and Beverages 36%

Personal care products 26%

Hair care products 13%

Endorsement ReturnsAdvantages

• Influencing consumer decision.

• It helps advertisement to stand out from clutter.

• Rejuvenating the stagnant brand.(Breathe life

into a failing brand.)

• Building brand awareness

• Connect emotionally and quickly.

• Helps to recover company’s image.

Disadvantages • Change in celebrity’s image easily affects the

brand image.• Overexposure of celebrities.• Multiple endorsement.• Inconsistency in the professional popularity of

the celebrity.

Conclusion

• Social networking, social sites and growing internet use has become

a successful tool for endorsing a product.

Favorable impact due to certain prime factors

References• www.slideshare.com/celebrity advertising • http://ssrn.com/ -(social science research network electronic paper

collection)• http://en.wikipedia.org/wiki/celebrity branding• Debiprasad mukherjee(2012). “The Impact of Celebrity Endorsement on

Brand Image”• www.thesaurus.com• www.quora.com