This document discusses celebrity endorsements for brands in India. It notes that celebrities can increase brand awareness, positively influence product evaluations, and boost purchase intentions. Key factors that determine the success of an endorsement include the compatibility between the celebrity and brand images, the celebrity's credibility and popularity with the target audience. While celebrity endorsements can increase sales and refresh brand images, overreliance on a celebrity can also backfire if the celebrity becomes more prominent than the brand. Managing long-term celebrity relationships and ensuring the celebrity reinforces the brand idea are important.
18. “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.”
19. Impact of celebrity endorsement on a brand S=P* D*AV--the multiplier effectWhere S is a successful brand,P is an effective product.D is Distinctive Identity and AV is Added values.
40. The Bachchans were endorsing Maruti Versa The Shahrukh Khan were endorsing Lux. James Bond endorsing Reid & Taylor. VirendraSehwag endorsing Reliance Telecommunication. Milindsoman tuff shoes advertisement by woodland. Failure of Celebrity Endorsement
41. How to make it a success mantra? Have a long term celebrity association with the company Eg: Sachintendulkar-boost. Focus on idea that connects brand and celebrity. Think how the celebrity can used in the interest of the brand. Eg: HrithikRoshan – Hide n Seek Multiple celebrities for a single brand dilute the associations. Eg: Pepsi
42. Celebrity endorsement is not the ‘do all, end all of a brand’s success… Celebrity Vs Brand Heroes Animated characters. Common man
