celebrity brand endorsement
TRANSCRIPT
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…