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IMPACT OF CELEBRITY

ENDORSEMENTS ONOVERALL BRAND

BIYANI INSTITUTE OFSCIENCE & MANAGEMENT

Presented By :- Anita Sharma

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Meaning of Brand & Celebrity

Brand as: a name, term, sign, symbol, or design,or a combination of them, intended to identifygoods or services of one seller or a group of sellersand to differentiate them from those ofcompetitor.

Celebrities: are people who enjoy specific publicrecognition by a large number of certain groups ofpeople. They have some characteristic attributes

like attractiveness, extraordinary lifestyle orspecial skills that are not commonly observed.Thus, it can be said that within a society,celebrities generally differ from the commonpeople and enjoy a high degree of public

awareness.

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Celebrity Endorsement celebrity endorser is an individual who is known

by the public for his or her achievements in areasother than that of the product class endorsed. So,in the Coco-Cola advertisement; actor Amir Khan isthe celebrity endorser for the product or brandcalled Coke, and this process is referred to asCelebrity Endorsement. Celebrities might endorseas a brand ambassador or a brand face.

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THE NEED FOR CELEBRITY ENDORSEMENT

Celebrity values define, and refresh the brandimage .

Celebrity adds new dimensions to the

brand image.

Convincing clients .

Instant Brand Awareness and Recall.

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WHY COMPANIES USE CELEBRITIES - THECELEBRITY EDGE

Psychological Factors

Up Awareness and Trust Levels

Communicate a Certain Message

about the Company

For Money

Position their Brand Distinctively

Standing for a Single Brand

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RISKS ASSOCIATED WITH CELEBRITYENDORSEMENT

Negative publicity

Overshadowing

Overexposure

Overuse

Extinction

Financial Risk

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CASE: CELEBRITIES - TO USE OR NOT TO USE Sharukh Khan - Mayur Suitings (Positive Impact)

Dharmendra - Rajdoot Motorcycles (PositiveImpact)

Amitabh Bachchan (Cluttered Identity)

Rani Mukherjee - Hero Cycles (Negative Impact) Hutch - The Child and the Dog (Created

Spokesperson)

Mohammad Azharuddin - Britannia (Change of theCelebrity Image)

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CONCLUSION

Celebrity endorsements do work in the Indian scenario.The level and the magnitude of the effect vary with thecelebrity and the product category but most endorsementshave a favourable impact.

The consumer looks for a variety of aspects from theendorsement like the credibility and likeability of theendorser. Credibility also means the fit between the brandand the celebrity.

Multiple endorsements do clutter the minds of theconsumer.

Companies have taken celebrity endorsement to next levelby projecting brands as a way of life. Smart companies areusing their brand ambassadors in other mediums such asmovies to promote their brands.

E.g., Amitabh Bachchan, who endorses the financialinstruments of ICICI Bank, is shown as a branch-manager

of ICICI Bank in the movie Baghban.

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