In this age of intense competition, where capturing a position in the consumers' mindspace is extremely tough, celebrity endorsements give an extra edge to the companies for holding the viewers' attention. Celebrities can catalyze brand acceptance and provide theenormous momentum 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 promotionalobjective of the brand and how far the celebrity image matches with it. The selection is infact a collaboration, from which both the company and the celebrity gains.The most important attribute for a celebrity endorser is the
. The targetaudience must trust that a celebrity carries a particular image and it must match with the product.The second attribute in order of importance is
. The celebrity also must beaccepted as a popular icon by a large cross section of the audience.Companies use celebrity endorser because they are considered to have stopping power,i.e., a celebrity can be a very useful tool to draw attention to advertising messages in acluttered media environment. The overall popular image coupled with exact product-image match enhances the consumer attention resulting in greater brand recall.
between the target audience and the celebrity is the third important attribute.A person well-known in a society can have greater impact than a celebrity of a differentworld. If the endorser and receiver have similar needs, goals, interests and lifestyles, the position advocated by the brand communication is better understood and received.Similarity is also used to create a situation where the consumer feels empathy for the person shown in the commercial. The bond of similarity between the endorser and thereceiver increases the level of persuasiveness.
Branding & Celebrity Endorsement
Indian firms have been juxtaposing their brands with celebrity endorsers in the hope thatcelebrities may boost effectiveness of their marketing and/or corporate communicationattempts. Today, use of celebrities as part of marketing communication strategy is fairlycommon practice for major firms in supporting corporate or brand imagery.
What is a Brand?
Jack Welch, the former CEO of General Electric, once said, "Our most valuable assetsare our intangible assets." The intangible asset he was referring to is a brand. TheDictionary of Business & Management defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify goods or services of one seller or agroup of sellers and to differentiate them from those of competitor.