Indian Brands Positioning

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Indian Brands Positioning

By | August 2013
Page 1 of 6
IMPACT OF CELEBRITY ENDORSEMENTS ON OVERALL BRAND

"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." Aristotle said, “Beauty is a greater recommendation than any letter of introduction.”

THE AIRTEL & IDEA WAY

THE HUTCH (Vodafone) WAY

Positive feelings and perceptions

Positive feelings and perceptions

Definition of Celebrities
Celebrities are people who enjoy specific public recognition by a large number of certain groups of people. They have some characteristic attributes like attractiveness, extraordinary lifestyle or special skills that are not commonly observed. Thus, it can be said that within a society, celebrities generally differ from the common people and enjoy a high degree of public awareness.

Celebrities
• Actors (e.g., Amitabh Bachchan, Shahrukh Khan, Aishwarya Rai, Preity Zinta, Aamir Khan and Pierce Brosnan) • Models (e.g., Malaika Arora, Milind Soman, Naomi Campbell, etc) • Television Personalities (Hussain, Smriti Irani) • Sports figures (e.g., Sachin Tendulkar, Sania Mirza, Anna Kournikova, Michael Schumacher, Tiger Woods, etc) • Entertainers (e.g., Cyrus Broacha, Oprah Winfrey) • Pop-stars (e.g., Madonna, Shakira) • Businessmen (e.g., Vijay Mallya, Bill Gates) • Politicians. (e.g., Atal Bihari Vajpayee , Sonia Gandhi)

Celebrity endorsements are impelled by virtue of the following motives • Instant Brand Awareness and Recall • Celebrity values define, and refresh the brand image • Celebrity adds new dimensions to the brand image • Instant credibility or aspiration PR coverage • Lack of ideas • Convincing clients

Impact of Celebrity Endorsement

BEAUTY,ELEGENCE

CREDIBILITY,TRUSTWORTHINESS

Risks Associated with Celebrity Endorsements
• • • • • • Negative publicity Overshadowing Overexposure Overuse Extinction Financial Risk

Celebrity Selection...

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