CELEBRITY ENDORSEMENT &

BRAND BUILDING

Beauty is a greater recommendation

than any letter of introduction.
- Aristotle

This aptly summarizes why innumerable products are

endorsed by celebrities, with or without a significant need or
benefit from the same.
Today, use of celebrities as part of marketing communication
strategy is fairly common practice for major firms in supporting
corporate or brand imagery.

a name, term, sign, symbol, or design, or a

combination of them, intended to identify goods
or services of one seller or a group of sellers
and to differentiate them from those of
- The Dictionary of Business & Management
competitor

Our most valuable assets are our intangible assets.

- Jack Welch, the former CEO of General Electric

BRAND

Celebrities are people who enjoy specific

public recognition by a large number of certain
groups of people
They have some characteristic attributes like attractiveness,
extraordinary lifestyle or special skills that are not
commonly observed
A celebrity is perceived as god by masses
They have tremendous mass followings
They pull crowds with their presence only

CELEBRITY

Celebrity endorser is an individual who is

known by the public for his or her achievements
in areas other than that of the product class
endorsed.
Famous people always attach a greater degree of attention, recall
and loyalty
Celebrities can catalyze brand acceptance and provide the enormous
momentum that brands require by endorsing the intrinsic value to the brand

Actors

Models

Pop-stars

Television Personalities Businessmen

Entertainers

Sports Figures

Politicians

CELEBRITY ENDORSER

A product endorsement is a form of testimonial

from someone which indicates that they like or
approve of a product
Commonly, product endorsements are solicited from people
who are
socially prominent
The idea of purchasing a product which is endorsed by someone
wealthy or famous appeals to consumers
When buying endorsed products, the consumer affiliates with the
person who endorses it.
Modern product endorsements are worth substantial amounts of money

PRODUCT ENDORSMENT

The use of celebrities in order to increase the

sales and/ or the recall value of a brand is called
celebrity endorsement

CELEBRITY ENDORSEMENT

Touch it. Feel it. Experience it.

Use of celebrity advertising for companies has become a
trend
Perceived as a winning formula of corporate image building
and product marketing
Associating a brand with a top-notch celebrity can perk up
brand recall
Creates linkages with the stars appeal
Adds refreshing and new dimensions to the brand image

RISE OF CELEBRITY CULTURE

 Establish the product need

Create Brand Awareness
Set customer expectations
Create a purchase intention

OBJECTIVES OF CELEBRITY
ENDORSEMENT

Price Vs. Profit

Multiple Brand Endorsement vs. Multiple Celebrity
Endorsement

CELEBRITY ENDORSEMENT:
FACTORS INVOLVED

Testimonial
The celebrity acts as a spokesperson for the brand
Imported
The celebrity performs a role known to the audience
Invented
The celebrity plays a new, original role
Observer
The celebrity assumes the role of an observer commenting on the
brand
Harnessed
The celebrity's image is integrated with the ad's storyline

TYPES OF CELEBRITY
ENDORSMENTS

PERCIEVE
D
QUALITY
BRAND
AWARENE
SS

BRAND
LOYALTY

BRAN
D
EQUIT
Y

VALUE TO
CUSTOME
RS

BRAND
ASSOCIATI
ON

PROPRIET
ARY
ASSETS

VALUE TO
COMPANY

Interpreting and processing

information
Confidence in decision
making
Satisfaction

Effectiveness and efficiency

of marketing programs
Prices/ margins
Brand Extension
Trade Leverage
Competitive Advantage

CELEBRITY
ENDORSEMENTS:
FOR INCUMBENT BRANDS

MATCH UP BETWEEN
CELEBRITY IMAGE AND
BRAND IMAGE
FAME AND POPULARITY
OF BRAND

TRUSTWORTHINESS

EXPERTISE

PHYSICAL
ATTRACTIVENESS

CELEBRITY CHOSEN

SELECTION OF
CELEBRITY

Certain parameters that ensure proper compatibility

between the celebrity and brand image are:

Celebritys fit with the brand image

CelebrityTarget audience match
Celebrity associated values
Costs of acquiring the celebrity
CelebrityProduct match
Celebrity controversy risk
Celebrity popularity
Celebrity availability
Celebrity physical attractiveness
Celebrity credibility
Celebrity prior endorsements
Whether celebrity is a brand user
Celebrity profession

COMPATIBILITY OF
CELEBRITYS
PERSONA WITH OVERALL

 Establishment of Credibility
Ensured Attention
PR coverage
Time saving
Higher degree of recall
Associative Benefit
Mitigating a tarnished image
Psychographic Connect: Demographic Connect
Mass Appeal
Providing testimony
Rejuvenating a stagnant brand
Celebrity endorsement can sometimes compensate
for lack of innovative ideas

ARGUMENT FOR CELEBRITY

ENDORSEMENT

 The reputation of the celebrity may change after

he/she has endorsed the product
Inconsistency in the professional popularity of the
celebrity
Multi brand endorsements by the same celebrity
would lead to overexposure
Celebrities endorsing one brand and using another
(competitor)
Mismatch between the celebrity and the image of
the brand

ARGUMENT AGAINST CELEBRITY

ENDORSEMENT

THANK YOU