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  • Celebrity Endorsment

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    BISHWAJIT KHOUND
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    This document discusses the use of celebrity endorsement in branding. It begins by providing examples of celebrity endorsements in India's history. It then explains the multiplier effect that celebrity endorsements can provide by increasing a product's recognition, recall, and mass appeal. However, the document also outlines the high costs associated with celebrity endorsements compared to non-celebrity mascots. It raises concerns that celebrities may taint brands or promote themselves over the brand. In conclusion, it suggests using celebrities strategically when instant recognition is needed, such as during a crisis, and using creativity in endorsement deals.

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    This document discusses the use of celebrity endorsement in branding. It begins by providing examples of celebrity endorsements in India's history. It then explains the multiplier effect that celebrity endorsements can provide by increasing a product's recognition, recall, and mass appeal. However, the document also outlines the high costs associated with celebrity endorsements compared to non-celebrity mascots. It raises concerns that celebrities may taint brands or promote themselves over the brand. In conclusion, it suggests using celebrities strategically when instant recognition is needed, such as during a crisis, and using creativity in endorsement deals.

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    58 views18 pages

    Celebrity Endorsment

    Uploaded by

    BISHWAJIT KHOUND
    This document discusses the use of celebrity endorsement in branding. It begins by providing examples of celebrity endorsements in India's history. It then explains the multiplier effect that celebrity endorsements can provide by increasing a product's recognition, recall, and mass appeal. However, the document also outlines the high costs associated with celebrity endorsements compared to non-celebrity mascots. It raises concerns that celebrities may taint brands or promote themselves over the brand. In conclusion, it suggests using celebrities strategically when instant recognition is needed, such as during a crisis, and using creativity in endorsement deals.

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    of 18

    PRESENTATION

    ON
    CELEBRITY ENDORSMENT

    THE DARK SIDE


    INTRODUCTION
    HISTORY
    ØLEELA CHITNIS(LUX)
    ØFAROOKH ENGINEER (BRYLCREEM)
    ØTABASSUM (PRESTIGE PRESSURE
    COOKER)
    ØKAPIL DEV (PALMOLIVE)
    ØSUNIL GAVASKAR(DINESH SUITINGS)
    MULTIPLIER EFFECT

    S= P * D * AV
    S-SUCCESSFUL BRAND
    P-EFFECTIVE PRODUCT
    D-DISTINCTIVE IDENTITY
    AV-ADDED VALUES
    ADVANTAGES

    ØINSTANT RECOGNITION
    ØINCREASING RECALL
    ØMASS APPEAL
    DO BRANDS NEED
    CELEBRITY?????

    COCA COLA

    BINGO

    SURF
    NON CELEBRITY MASCOTS

    qMAHARAJA –AIR INDIA


    qMUSCLE MAN-MRF TYRES
    qLITTLE GIRL-AMUL
    qLALITA JI-SURF
    qFIDO-7UP
    qDEVIL-ONIDA
    qTHE DOG AND ZOOZOO-VODAFONE
    DARK SIDE
    PRICE

    COST OF SHAHRUKH KHAN – 5 -10


    crores
    Overall cost – 275 crores

    COST OF ZOOZOO – 11 lakhs


    Overall cost – 3 crores
    ARE THE CONSUMERS
    TIRED????

    THE SAME STARS EMPLOYED BY


    BOTH SMALL AND BIG COMPANIES
    VAMPIRE
    VIDEOS
    CELEBRITY SUCKS THE BRAND
    WHILE GROWING HIS OWN
    IMAGE
    BRAND
    LOYALTY?????
    TAINTED
    STARS??????
    WHEN TO USE CELEBRITIES?????

    qWHEN YOU NEED INSTANT


    RECOGNITION
    qUSE IN CONTEXT
    qUSE IN CRISIS
    qUSE YOUR CREATIVITY
    AUDIENCE
    AUDIENCEREVIEW
    REVIEWDATA
    DATA
    RATING
    RATING
    CONCLUSION
    VOTE OF THANKS

    MR. RANDHIR PHUKAN(FACULTY)


    MR. BISHWAJIT KHOUND(MBA 2ND
    SEM)

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