Celebrity endorsement v/s Non-celebrity advertising!

V/S

Brand endorsement:

Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people.

Such people advertise for a product lending their names or images to promote a product or service.

The more famous or celebrated the endorser, the more expensive can it be to use that personality for a product.

Brand ambassador:

Brand ambassador is a marketing term for a person employed by an organization or company to promote its products or services within the activity known as branding.

The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics.

Celebrity branding:

Celebrities are popular and followed by many people so it makes sense that marketers benefit from using them in order to get their message across.

A celebrity can capture consumers' attention link the brand with their own personal image and associate their positive attributes with those of the product concerned.

It is assumed that integrating a celebrity to a brand would increase chances of it being sold, which made companies value the business ideal of a 'brand ambassador.'

Benefits of celebrity endorsement: Build brand equity.  Help people remember ads. Stand out.  Make people believe the product contributes to

superstar status. 

Disadvantages of celebrity endorsement

Celebrities can overshadow brands.

Celebrities become overexposed.

Images change. 

You love what you see..!!

you see them, you fancy them,

& you want to be like them..

Here we have an extravaganza…LUX

‘Soap of

filmstars’

LUX 1925 was the year Lux launched the world’s first

mass market beauty soap, “made like the costliest

French soap” Lux is known as the Soap of the film stars. Lux

invented the concept of celebrity endorsements and that was what gave them a highly differential positioning.

In all the ads HUL is trying to to develop the image that LUX is the soap of Filmstars/Models/Celebrities and it makes the skin soft.

400+ world famous actresses have been the face of Lux to date.

Lux- beauty by numbers

600 million women worldwide regularly delight in the superior fragrances and luscious textures of Lux.

12 Million Lux products are purchased every day of ever year.

1.5 Billion times per day, a Lux product is enjoyed around the world. 

100+ countries across the globe enjoy Lux as their beauty soap.

Love of beauty is taste & creation of beauty is art…!!!

here, I present you the artist….

As the tag line goes…

Everyday moisture is the key to beautiful skin!!

DOVE

Dove Dove as a deep moisturizer for dry skin was

launched by the Hindustan Unilever in early 90’s. At the start of the 1990s, the brand existed only as

a soap bar in the US, Growth has been rapid and dynamic over the past 20 years.

Dove propelled Unilever into the position of the #1 bar soap manufacturer in the world, toppling Procter & Gamble.

Dove- effect in numbers

The less widely accepted Brand, Finance ranking of beauty products ranked it #7 with a value of $5.0bn.

Dove's sales were around $3bn globally in 2011, according to figures released by Unilever at the end of that year.

The brand is available in around 100 countries worldwide.

In 2012, Kantar's Brandz ranking placed Dove as the world's 4th most valuable personal care brand, with an estimated value of $4.7bn.

Benefits of using ordinary people in advertisement

Cost effective Helps in connecting to the mass

audience Does not overshadow the brand

Disadvantages of non-celebrity advertising

Stand out Does not help in brand equity It is not that catchy.

Some other examples:

Cont..

THANK YOU ALL