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Celebrity Endorsement
1.
2.
A Project By-
Anjali Harshidd Sunny HEXAMER Flona Jaydeep Chaitali
3.
INDEX
4.
INTRODUCTION • What is
Celebrity branding ? "A sign of a celebrity is that his name is often worth more than his services.”
5.
WHO IS A
CELEBRITY ? Enjoy public recognition. Experts of there respective fields. Wider influence in Public life and societal domain.
6.
NEED FOR CELEBRITY Attract
Advertisement Credible than Non- Celebrities Add new Edge and Dimension to the brand Highlights Values and Image
7.
S
P D AV S is a Successful Brand, P is an Effective Product. D is Distinctive Identity. and AV is Added Values.
8.
COMPATIBILITY Celebrity—Target audience match Celebrity
associated values. Costs of acquiring the celebrity. Celebrity—Product match. Celebrity controversy risk. Celebrity popularity. Celebrity availability. Celebrity physical attractiveness. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession.
9.
• Establishment of
Credibility • Ensured Attention • PR coverage • Higher degree of recall • Associative Benefit • Demographic Connection • Mass Appeal
10.
• May derogate
reputation • Inconsistency • Multi brands • Competition • A Complete Mismatch
11.
Indian Perspective Indian idolized
the stars
12.
Indian Perspective Indian idolized
the stars
13.
Things for Marketers 1.
Word of Mouth. 2. Bad Press. 3. Stay TRUE to your brand message. 4. Consumers are always watching. 5. Consumers are fickle.