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 companys advertising,
Create positive feelings towards brands
Perceived by consumers as more entertaining
Take advantage of a celebritys equity
Break through media clutter
Establish instant credibility
Take advantage of a celebritys 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 Endorsement
A 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
ULTIMATE CELEBRITY ENDORSEMENT
DISASTERS..
Personal life :

TIGER WOODS
SCANDAL

Net Worth : $ 600 million
Endorsements Earning: $ 65.2 M

Forbes Rich list : 1
ST
RANK
Tiger woods scandal:
These are the companies
which
dropped tiger woods
contract to
endorse 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
sponcers
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 : 65
TH
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

FIT
HEALTHY
PERFECT BODY
SPORTS PERSON

FOR FITNESS
FOR HEALTH
CONSCIOUS
SPORTS SHOE

BEAUTIFUL
SLIM
LIGHT WEIGHT
ZERO FIGURE
STYLISH
SLIM
LIGHT WEIGHT
STYLISH
SLEAK
YOUNG
STYLISH
ENERGETIC
CHOICE OF YOUTH
FOR YOUNG PEOPLE
ENERGETIC

FAIR
SOFT SKIN
BEAUTIFUL
BEAUTY ICON
FAIRNESS SOAP
FEMALE PRODUCT

Dearth of salesman
Amitabh 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