CELEBRITY

ENDORSEMENT
 “A Sign of celebrity is that his name is
often worth more than his services”


 - Daniel J Boorstin
MEANING & SCOPE
CELEBRITY
 An individual who is known to the
public for his/her achievement in areas
other than that of the product class
endorsed.
 - Friedman and Friedman
Actors

Models

Sports figures

Entertainers

Pop stars

Businessmen
 CELEBRITY ENDORSER
“Any individual who enjoys public


recognition and who uses this

recognition on behalf of a consumer
good by appearing with it in an
advertisement”
 -McCracken
Brand Ambassador & Brand
Face
• Brand ambassador:
 Is not only a spokesperson but also
he’s an integral part of the brand


 helps to build an emotion, which

goes beyond just appearing on TV
commercials
 may involve in press release, sales
promotion etc..
Brand face:


 may be a current celebrity who is

just used as the tool to increase
brand recall


 and only appearing in the ads.



e.g. Fardeen Khan is the brand

ambassador of PROVOGUE
 but he remains as a brand face for
LUX body wash
 Spread of celebrity
endorsement
• It is chosen for products that have:
–
–
– High price – cost margins
– Large potential customer pools
– The need to coordinate across diverse
set of customers
 IMPACT OF CELEBRITY
ENDORSEMENT
•
•
•
•
 The impact of celebrity
endorsement is explained by the
following 14 parameters:
 1. FIT WITH ADVERTISING
IDEA

Marketers seek to adopt 3600
brand stewardship. Advertising ideas
thus, revolve around this approach,


 and the celebrity endorsement

decisions are made through these
strategic motives.
2. CELEBRITY – TARGET
AUDIENCE MATCH
• Certain celebrities are associated
with certain target audience and
they are used in that line
•
• E.g. Smriti Irani in the WHO
recommended ORS campaign in
India
3.CELEBRITY VALUES
4. COST OF AQUIRING THE
CELEBRITY
• Companies must have deep pockets
to be able to afford the best
available celebrities.
•
• Pepsi and Coke
•
5. CELEBRITY–REGIONAL APPEAL
FACTORS
5. CELEBRITY - PRODUCT
MATCH
• The brand which is endorsed by the
celebrity should match.
•
• Aishwarya Rai – Nakshatra
• Pierce Brosnan – Reid & Taylor
7. CELEBRITY
CONTROVERSY RISK
 Controversy created by the
celebrities may tarnish the brand
image


e.g. Salman Khan


8. CELEBRITY POPULARITY
 Popularity of the celebrity is also a
fact in brand recall.
e.g. GARNIER – Tara Sharma – Kareena

Kapoor


But HPCL made popularity with its



campaign with Sania Mirza

9.CELEBRITY AVAILABILITY
There are situations in which the
companies had to go without a brand
face, since there is no perfect match
is found with the celebrities
available.
Multiple endorsement may dilute the

brand image
10. CELEBRITY PHYSICAL
ATTRACTIVENESS
11. CREDIBILITY OF THE
CELEBRITY
 One of the most important factor
 Survey by Miciak and Shanklin
among 43 agencies


 Trustworthiness and Prowess or

expertise with regard to the
recommended product or service