Transcript
CELEBRITY ENDORSEMENT
WHAT IS CELEBRITY ENDORSEMENT?
• A form of brand or advertisement campaign that involves a well known person using their fame to help promote a product or service.
WHO IS A CELEBRITY?
• Actors• Models• Sports athletes• Entertainers• Musicians• Businessmen• Politicians• Fictional celebrities
USAGE OF CELEBRITY
• Endorsement• Actor• Spokesperson
OBJECTIVE
• Instant Creditability• To push the demand of the product• To bring the reliability and retention
of the product• Refresh brand image and repair
tarnished brand image
IMPACT OF CELEBRITY ENDORSEMENT
ADVANTAGES
• Build brand equity and brand awareness• Helps people to recall brand• Stand out• Increase in sales
DISADVANTAGES
• May derogate reputation• Inconsistency• Competition• A Complete Mismatch
RISKS
• Image change• Celebrities become overexposed• Celebrities can overshadow brands
MULTIPLE BRAND ENDORSEMENT
• Some celebrities are endorsing several brands• Or a specific brand is endorsed by
different spokesperson
CONCLUSION
• Flexible approach• Creates a buzz• Choice of Celebrity• Positive Relationship
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