Impact of Celebrity on Brand Acceptance & Perception

1. Impact of Celebrity on Brand Acceptance & Perception By: Pinaki Basu

2. Definition of Celebrities Celebrities are people who enjoy specific public recognition by a large number of certain groups of people.

3. How celebrities impact on brand acceptance and consumer perception

4. Important Celebrity Attributes Celebrities create image in the mind of customer. Celebrities help to brand building. Company hiring the celebrity. Getting the right celebrity to endorse the right brand.

5. Risks Associated With Celebrity Endorsement 1. Negative publicity 2. Overshadowing 3. Overexposure 4. Overuse 5. Extinction 6. Financial Risk

6. Factors To Focus CRM Employee Training ROI Knowledge Management Attitude Of Celebrities

7. The Meaning Transfer Model Culture Endorsements Consumption

8. Endorsement Consumption Meaning Acquisition Role 1 Role 2 Celebrity Product Consumer Role 3 Stage 2 Stage 1 Stage 3 Note: Path of Meaning Movement Stage of Meaning Movement

9. Framework to Make Effective Celebrity Endorsement Program Are the celebrity endorsements programs result driven? How to quantify the value generated by the celebrity endorsements? Are customers able to connect the brand with the celebrity?

10. Framework to Make Effective Celebrity Endorsement Program Align Celebrity Endorsement With Business Objectives HIGH Effectiveness of Brand Positioning LOW Alignment with Celebrity Attributes HIGH LOW

11. Framework to Make Effective Celebrity Endorsement Program Measure and Quantify Performance. The benefits that occur from such a relationship can be categorized into two components: - Value of Hard Assets Increase in Sales Increase in Market Share Value of Association Brand Recognition Customer Loyalty

12. Framework to Make Effective Celebrity Endorsement Program Selection and Renewal of Contract With Celebrities Increase its benefits by re-examining Pre-planned negotiation strategy Understand the Competition of Celebrity Understand 'Celebrity' Clutter Protection Against Ambush Marketing

13. Evolution of Celebrity Endorsements

14. Dimensions

15. A Few Examples

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27. THUMS UP AKSHAY KUMAR PRODUCT STRONG ADVENTROUS DARING STRONG FOR STRONG PEOPLE

28. Thank You