Celebrity Endorsements

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Celebrity Endorsements & Brand Building

DISSERTATION REPORT:

CELEBRITY ENDORSEMENTS AND BRAND BUILDING

Submitted to: By: Ms. Kokil Jain Rawtani

Submitted

Piyush

A1802008077 MBA-IB(0810)
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Celebrity Endorsements & Brand Building

AIBS

ACKNOWLEDGEMENT
It has been a great pleasure for me to work on this project. My sincere thanks to Ms. Kokil Jain ,my Marketing teacher for giving me an opportunity to work on this project whereby I was given a chance to study the impact of celebrity endorsement as a source of brandbuilding and on consumers buying behavior which helped me to increase the span of my knowledge and developed my thinking on more practical lines. I thank her for her guidance and support throughout the time when I was working on this project.I express my sincere thanks to my parents, friends who encouraged me throughout this project.

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Celebrity Endorsements & Brand Building

EXECUTIVE SUMMARY
India is a country where people love to live in dreams. They worship celebrities. celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers may be existing or potential ones. For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement. Aristotle said, “Beauty is a greater recommendation than any letter of introduction.” This could aptly summarize why innumerable products are endorsed by celebrities, with or without a significant need or benefit from the same. Similarly every product has an image. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer, by transferring some of the cultural meanings residing in his image to the product. Now, despite the potential benefits derived from celebrity endorsements, they increase a marketer’s risk manifolds and should be treated with full attention and aptitude. A brand should be cautious when employing celebrities to ensure promise believability and delivery of the intended effect. The growing importance of mythical characters as celebrities and their sway over the target segments are ample proof of public demand for icons to look up to. As the celebrities traverse from a mere commercial presence to public welfare message endorsements, a whole new dimension is added to this process and helps us in achieving a holistic view of the impact which celebrities generate in every sphere and segment through their well-versed endorsements. 3|Page

Celebrity Endorsements & Brand Building

INTRODUCTION
Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a person’s time to inform him or her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention.In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy. In this modern age, people tend to ignore all commercials and advertisements while flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his...
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