CELEBRITY BRANDING By Debajit Ghosh
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CELEBRITY BRANDINGBy Debajit Ghosh
Definition of Celebrity• A well known person who enjoys specific public
recognition by a large number of certain group of people.
Important celebrity attribute• An image is created in the mind of the
customer by the celebrities.
• Celebrities help to build up a brand.
• Get the right celebrity to endorse the right brand.
Risk associated with celebrity endorsement• Negative publicity• Overshadowing• Overexposure• Overuse • Extinction• Financial risk
Framework to make effective celebrity endorsement?
• Are the celebrity endorsement programs result driven?
• How to quantify the value generated by celebrity endorsements?
• Are customers able to connect the brand with the celebrity?
Product which I would have endorsed by a celebrity• A refreshing health drink to reduce the
tiredness of a busy working day.• After school refreshment to remove the
slackness.• Good health drink for the elder ones too.
Celebrity for the product• I would offer Naseeruddin Shah to endorse
this health drink for the elder ones.
Celebrity for the product• I would offer Akshay Kumar to endorse this
product for the busy working persons.
Celebrity for the product• I would offer Darsheel Safary to endorse this
health drink for the after school slacks.
How to launch the product?Three steps to be used to launch the product.• Segmentation• Targeting• Positioning
How would I advertise?• Word of mouth• Newspapers • Magazine Ads• Commercial• Internet
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