celebrity brand endorsement

Celebrity Brand Endorsement

Prepared By : Ankur Jain Mahesh khadela

Who Is Celebrity ??

Celebrity

• A celebrity is a person who is widely recognized in a society.

• Several attributes like attractiveness, extraordinary lifestyle are characteristics within a social group.

• wherein they generally differ from the social norm and enjoy a high degree of public awareness.

• “A sign of a celebrity is that his name is often worth more than his

services.”

Daniel J Boorstin

Celebrities can be…….

• Actors ( Shahrukh khan, Amitabh Bachchan )

• Models ( Malaika Arora, Milind Soman)

• Sports athletes (Sachin Tendulkar, Roger Federer )

• Pop Stars (Britney Spears, Lady Gaga)

• Businessmen (Mukesh Ambani, Vijay Mallya)

• Politicians (Barack Obama)

• Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl)

What Is Celebrity Endorsement??

Celebrity Endorsement• Celebrities act as spokes people in advertising to promote products and

services.

Why celebrity?

Why Use celebrity?

• Compared to other endorsers, celebrities achieve a higher degree of attention and recall.• They increase awareness of a company’s advertising,• Create positive feelings towards brands • Perceived by consumers as more entertaining • Take advantage of a celebrity’s “equity”• Break through media clutter• Establish instant credibility• Take advantage of a celebrity’s current media

exposure

Celebrity Endorsements

And Potential Problem

How Fair Skinned Are You??

INDIANS are Obsessed about how fair their

skin is

DARK SKIN

DARK SKIN

FAIRER SKINNED GIRLS DO BETTER ON THEIR MARRIAGE

MARKET

Girls Want To Become Fairer

Indian Solution :

Indian Men have also used it sneakily over the years.

I ALSO USE

SOLUTION

SHARUKH KHAN : HE IS NOT FAIR

Celebrity EndorsementA dark side view

“Any brand can get a celebrity is easily , but getting the right person , for the right

purpose , for the right brand is not easy .”

PITFALLS OF CELEBRITY ENDORSEMENTS…

RISKFACTORS

ULTIMATE CELEBRITY ENDORSEMENT DISASTERS..

Personal life :

TIGER WOODS SCANDAL

Net Worth : $ 600 million Endorsements Earning: $

65.2 M

Forbes Rich list : 1ST RANK

Tiger woods scandal:

These are the companies which dropped tiger woods contract toendorse their brands in the wake of the scandal involving his extramarital affairs in 2009.

Total losses incurred by sponsor's – post woods scandal plot

Group of sponcer’s

Percent loss Dollar (in Billion)

All sponsor ’s

2.3 12.37

Big 5 2.4 8.11

Nike & Pepsi 4 5.71

Misbehavior : Lance Armstrong

doping scandal

Net Worth : $125 Million

Endorsements Earning: $ 20.0 Million

Forbes Rich list : 65TH RANK

Lance Armstrong doping scandal :

These are the companies which dropped lance armstrong contract to endorse their brands in the wake of the scandal involving allegations that he used steroids during his racing career

Total losses incurred by sponsor's – post armstrong Doping scandal

$75 million per year..???

Top celebrity endorsement disasters…

BRITNEY SPEARS FOR PEPSI IN 2003

Top celebrity endorsement disasters…

MIKE TYSON FOR PEPSI & BLACK ENERGY DRINKS

AJAY JADEJA FOR CASTROL,BRITANNIA,PEPSI..

Top celebrity endorsement disasters…

KOBE BRYANT FOR NIKE & LENOVO..

S.SREESANTH FOR NIKE,PEPSI,KINGFISHER..

If I am going to be CEO of a company the celebrities I would prefer to endorse my

products…

For international markets..

EXTINCTION

MISBEHAVIOUR

PERSONAL LIFE

LOW REPUTATION

For indian markets..

EXTINCTION

MISBEHAVIOUR

PERSONAL LIFE

REPUTATION

Effectiveness depends on the existence of a 'fit‘

Effective match:Reid & Taylor and Amitabh Bachhan,

Establishing a Perfect Match

REEBOK

BIPASHA BASU/ M S DHONI

• FIT• HEALTHY• PERFECT BODY• SPORTS PERSON

PRODUCT

• FOR FITNESS• FOR HEALTH

CONSCIOUS• SPORTS SHOE

SONY VAIO

KAREENA

• BEAUTIFUL• SLIM• LIGHT WEIGHT• ZERO FIGURE• STYLISH

PRODUCT

• SLIM• LIGHT WEIGHT• STYLISH• SLEAK

PEPSIRANBIR KAPOOR /

DEEPIKA

• YOUNG• STYLISH• ENERGETIC• CHOICE OF YOUTH

PRODUCT

• FOR YOUNG PEOPLE• ENERGETIC

LUX

KATRINA / ASH

• FAIR• SOFT SKIN• BEAUTIFUL• BEAUTY ICON

PRODUCT

• FAIRNESS SOAP• FEMALE PRODUCT

Dearth of salesmanAmitabh bacchan is one man brand industry. Nobody has that 6-to-60 universal appeal who can sell anything to

India, and to Bharat..

Revolutionized the psychological trend of using Cadbury from 5-55 age group.

‘A gift that helps foster relationships’.

Conclusion

Endorsing a celebrity is a means to an end and not an

end in itself……

THANK YOU…