CELEBRITY ENDORSEMENT

WHAT IS CELEBRITY ENDORSEMENT?

• A form of brand or advertisement campaign that involves a well known person using their fame to help promote a product or service.

WHO IS A CELEBRITY?

• Actors• Models• Sports athletes• Entertainers• Musicians• Businessmen• Politicians• Fictional celebrities

USAGE OF CELEBRITY

• Endorsement• Actor• Spokesperson

OBJECTIVE

• Instant Creditability• To push the demand of the product• To bring the reliability and retention

of the product• Refresh brand image and repair

tarnished brand image

IMPACT OF CELEBRITY ENDORSEMENT

ADVANTAGES

• Build brand equity and brand awareness• Helps people to recall brand• Stand out• Increase in sales

DISADVANTAGES

• May derogate reputation• Inconsistency• Competition• A Complete Mismatch

RISKS

• Image change• Celebrities become overexposed• Celebrities can overshadow brands

MULTIPLE BRAND ENDORSEMENT

• Some celebrities are endorsing several brands• Or a specific brand is endorsed by

different spokesperson

CONCLUSION

• Flexible approach• Creates a buzz• Choice of Celebrity• Positive Relationship