CELEBRITY ENDORSEMENT

Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product in the market quite like your product.
-Al Ries and Laura Ries

INTRODUCTION
CONCEPT OF BRAND
Brand is the personality that identifies a product, service or company (name, sign, symbol or a combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.

SOME IMPORTANT TERMS :

Brand Image The psychological aspect created within the minds of people consisting of all information and expectations. Brand Experience This consists of the sum of all points of contact with the brand. Brand Management The art of creating and maintaining a brand Brand Recognition The knowing of the brand by prospects.

DEFINITION OF CELEBRITIES AND CELEBRITY ENDORSEMENTS

Who is a CELEBRITY?
Celebrities are people who enjoy specific public recognition by a large number of people. They have some characteristic attributes like attractiveness , extraordinary lifestyle or special skills that are not commonly observed. They differ from general people and enjoy a high degree of public awareness.

CELEBRITY ENDORSEMENT
Endorsement is a channel of brand communication in which a celebrity acts as the brands spokesperson and certifies its claim and position by extending his/her personality, popularity, stature in the society or expertise in the field to the brand. Compared to other endorser types, famous people always attach a greater degree of attention, recall and loyalty.

CELEBRITY SELECTION
The TEARS Model
1. Trustworthiness - For example: Legendary actor Amitabh Bachchan who is an icon of trust; promoting ICICI Bank. Expertise - For example: Golfer Tiger Woods for a sports brand. Attractiveness - For example: Tennis player Anna Kournikova who earns $10 million per year in just endorsement.

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Respect - For example: Former Miss World Aishwarya Rai and the Eye Donation Campaign. Similarity - For example: A child artist promoting a chocolate brand.

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Why Companies Use Celebrities The Celebrity Edge

Match up between Brand Image & Celebrity Image Fame, Popularity (Brand should be Reliable) Trustworthiness

CELEBRITY CHOSEN

Physical Attractiveness

Expertise

ADVANTAGES OF CELEBRITY ENDORSEMENT

Establishment of Credibility Ensured Attention PR Coverage Higher Degree of Recall Associative Benefit Mitigating a Tarnished Image Demographic Connect Mass Appeal Psychographic Connect

DISADVANTAGES OF CELEBRITY ENDORSEMENT

The reputation of the celebrity may derogate the products image The Vampire Effect Inconsistency in the Professional Popularity of the Celebrity Celebrities endorsing one brand and using another (competitor) Mismatch between the celebrity and the image of the brand

CONCLUSION
There is a gradual shift from the traditional approach of showing Celebrities in advertisement to making them the spokes-person of the brand. Celebrity endorsements do work in the Indian scenario. The consumer looks for a variety of aspects from the endorsement like the credibility and likeability of the endorser. Multiple endorsements do clutter the minds of the consumer.