1.
CELEBRITY
ENDORSEMENT
BY: NIKITA BHATKAR

2.
CONTENT
 Definition
 Need of celebrity endorsement
 Stages of endorsement
 Strategies for endorsing a product
 Impact
 Endorsement returns
 Conclusion

3.
Who is a celebrity
Celebrities are the people who enjoy public recognition by a large
share of a certain group of people and can influence life of people.
Celebrities are:
 Actors
 Models
 Sports figure
 Entertainer
 Pop star
 Business man
 Politician
 Fictional celebrities

4.
Endorsement

5.
Definition
Celebrity endorsement is a marketing
strategy involving the use of celebrities
to advertise for a brand with an eye on
increasing the product sales or
increasing the awareness of the brand
by leveraging the awareness levels of the
celebrity.

6.
Need for endorsement
 Increase the sale.
 Establish a company or a business.
 Easily recall the product or brand.
 Attract more attention.
 To co-ordinate across diverse sets of customers.

7.
Stages Defining
desired brand
image
attributes
Celebrity and
Brand story
Defining
celebrity
programmed
for brand
support

8.
Basic Strategy
 To steal minimum fraction of the time
 Consumers are exposed to thousands of voices and
images
 To find a hook

9.
Impact of endorsement
 Instant brand awareness.
 Attraction towards product.

10.
FMCG( FAST MOVING CONSUMER GOODS )
FMCG Percentage contribution
Food and Beverages 36%
Personal care products 26%
Hair care products 13%

11.
Endorsement Returns
Advantages
• Influencing consumer decision.
• It helps advertisement to stand out from clutter.
• Rejuvenating the stagnant brand.(Breathe life
into a failing brand.)
• Building brand awareness
• Connect emotionally and quickly.
• Helps to recover company’s image.

12.
Disadvantages
• Change in celebrity’s image easily affects the brand image.
• Overexposure of celebrities.
• Multiple endorsement.
• Inconsistency in the professional popularity of the celebrity.

13.
Conclusion

14.
• Social networking, social sites and growing internet use has become
a successful tool for endorsing a product.

15.
Favorable impact due to certain prime factors

16.
References
• www.slideshare.com/celebrity advertising
• http://ssrn.com/ -(social science research network electronic paper
collection)
• http://en.wikipedia.org/wiki/celebrity branding
• Debiprasad mukherjee(2012). “The Impact of Celebrity Endorsement on
Brand Image”
• www.thesaurus.com
• www.quora.com