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IMPACT OF CELEBRITY ENDORSEMENTS ON OVERALL BRAND
Successful branding programs are based on the concept of singularity. The objective is to createin the mind of the prospect the perception that there is no other product on the market quite like your product."
Al Ries & Laura Ries
Indian advertising started with the hawkers who used to call out their wares right from the dayswhen cities and markets first began. Since then, Indian advertising has metamorphosed into astrategic tool that enhances sales, siphons more profits and helps in the process of brand-buildingand product promotion. With this evolved a strategy that tried to benefit from the emotionalattachment of the admirers or the fans of the celebrities; in the form of celebrity endorsement. Itdoes help in creating instant awareness and visibility; but for a cost.This paper tries to look beyond the obvious benefits that might be derived out of celebrityendorsement. It tries to understand the process of consumer psychology and impact of celebrityendorsement on the overall process of brand building. The in-depth study of various models brings to light the complexities pertaining to celebrity endorsement. Analyzing its success is asmuch a necessity as is the understanding of its need. The importance of celebrity managementhas been emphasized to realize success or failure in its true sense. A symbiotic model has been proposed to define: how to make celebrity endorsement a win-win situation for both the brandand the brand-endorser.
"Brand"
is the most valuable asset of any firm. Any thoughtless adventure can be like theSword of Damocles. It's the
"strong idea"
of promotion which is a more strategic means of brand-building; which can be an economical alternative over celebrity endorsement.
"It doesn't matter how new an idea is; what matters is how new it becomes."
- Elias Canetti
If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think."
- David OgilvyIntroduction
If the world were full of all wise men and all wise women; we would have never heard of a termcalled
"advertisement"
. And then good products would have found the right customers andgrown to prosperity. Firms would have worked out a mathematical formula to sell and succeed.But the buying process isn't rational; and so is this world.Today, the business firms are trying out different ways in advertisement to increase their sales.Indians are die-hard movie and sport buffs; and this aspect of the consumers has invited theconcept of "Celebrity Endorsement" to the world of advertisement. The purpose of this paper is
to analyze the role of Celebrity Endorsement in the process of brand-building by takingappropriate examples from the advertising landscape.The modern world of marketing communication has become colorful and inundated withadvertisements, and it is hard to get noticed. It is an uphill task for the designer of an advertisingcampaign to differentiate itself from others and attract viewers' attention. In this jet age, peopletend to ignore all commercials and advertisements while flipping through the magazines andnewspapers or viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed.Thus, celebrity endorsement in advertisement and its impact on the overall brand is of greatsignificance. In this process, the companies hire celebrities from a particular field to feature in itsadvertisement campaigns. The promotional features and images of the product are matched withthe celebrity image, which tends to persuade a consumer to fix up his choice from a plethora of brands. Although this sounds pretty simple, but the design of such campaigns and the subsequentsuccess in achieving the desired result calls for an in-depth understanding of the product, the brand objective, choice of a celebrity, associating the celebrity with the brand, and a framework for measuring the effectiveness.
Definition of Celebrities
Celebrities are people who enjoy specific public recognition by a large number of certain groupsof people. They have some characteristic attributes like attractiveness, extraordinary lifestyle or special skills that are not commonly observed. Thus, it can be said that within a society,celebrities generally differ from the common people and enjoy a high degree of publicawareness. Among the classic forms of celebrities, actors (e.g., Shahrukh Khan, AmitabhBachhan, etc.), models (e.g., Malaika Arora, Bipasha Basu, etc.), sports-persons (e.g., SachinTendulkar, Sania Mirza, etc.) are significant. According to
Friedman and Friedman
, a"celebrity endorser is an individual who is known by the public for his or her achievements inareas other than that of the product class endorsed". Compared to other endorser types, famous people always attach a greater degree of attention, recall and loyalty.According to Melissa St. James, a doctoral fellow and marketing instructor at The GeorgeWashington University, "Studies show that using celebrities can increase consumers' awarenessof the ad, capture [their] attention and make ads more memorable."In this age of intense competition, where capturing a position in the consumers' mind space isextremely tough, celebrity endorsements give an extra edge to the companies for holding theviewers' attention. Celebrities can catalyze brand acceptance and provide the enormousmomentum that brands require by endorsing the intrinsic value to the brand.
Important Celebrity Attributes
While selecting a celebrity as endorser, the company has to decide the promotional objective of the brand and how far the celebrity image matches with it. The selection is in fact acollaboration, from which both the company and the celebrity gains.The most important attribute for a celebrity endorser is the
trustworthiness
. The target audiencemust trust that a celebrity carries a particular image and it must match with the product.
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