Celebrity brand

endorsement
Presented By: Group 5

Anita Meghani
Apurva Jogi
Purvi Savalgi
Kumar Suwashini
Varsha
Introduction

 “Whileproducts are made in factories BRANDS

are made in the hearts of people”—Piyush Pandey
CCO Oglivy

 Celebrity branding is the use of famous people

to generate buzz around a product or service.
There’s a Reason it Works!

 Build Brand Equity

Enhance the value and perception of a brand.
 Help people remember Ads.
Greater recall of products that have been endorsed by
celebrities
 Make people believe the product contributes to
superstar status.
Consumers feel that by using such brands they will gain
some status because celebrity endorsed products satisfy
this longing of enjoying a brand that comes with symbol
of status.
What are the Risks of Celebrity Endorsement?

 Image Change
Amir khan’s statement
about rising “intolerance”
in our country, leads to
decide Snap deal not to
renew contract with Mr.
Khan.
 Celebrities become Overexposed
When a celebrity works with so many companies, the
celebrity’s credibility may suffer.
 A celebrity can Overshadow a brand
When consumers focus on the celebrity, not the product.
What makes a celebrity endorsement successful?
 Image Congruity
Celebrity Image in resonance with Brand Equity
What makes a celebrity endorsement successful?

 Credibility
Connection between celebrity &brand
What makes a celebrity endorsement successful?

 Identify with their Interests

Brand shares the interests of your celebrity
endorser.
 Changing view of modern day
consumers

“slapping a celebrity’s face on the box doesn’t make

a product good.”
Future of Celebrity endorsement –
No more traps
 Are we fools or are we smart ?
Are we just fans, when we buy those
brands?