Impact of Celebrity Endorsement on Overall Brand

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Impact of Celebrity Endorsement on Overall Brand
By Muneeb Ahmed
Synopsis
The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today's highly competitive environment. |[|

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The different models applied by brands to achieve the full potential of such endorsements, highlight the need for a convergence between the theoretical and pragmatic approaches of brand building and effective advertising. The importance of a celebrity-brand match and the various roles played by them as brand-associates show the momentum this strategy has gained in the last decade or so. We put forward certain ideas like 'positioning by association', 'diminishing celebrity utility' and the Multiplier Effect which show the triangular relationship between the brand, the consumer and the celebrity. 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. Article

Jane Taylor could not have given a better cue with her immortal nursery rhyme* in the early nineteenth century, as the advertisers today discover - Consumers like gazing at stars. Michael Jordan appears on the telly and eyes are fixated, Shahrukh's voice booms over the radio and ears perk up, Britney sashays across and heads turnvery sphere and segment through their well-versed endorsements.

This is the power of celebrity advertising and it is what corporations across the globe pray to transform into ringing cash registers. The advertisers believe that brand images built through celebrities achieve a higher degree of attention and recall for consumers, eventually leading to higher sales. Undoubtedly, the potential benefits of using celebrity advertising to promote brand images and products are significant, but so are the costs and associated risks. Nevertheless, companies are willing to play the game. Love them or loathe them, celebrities have emerged as frontline warriors in the war of brands and competitive advertising. The celebrity-factor phenomenon seems so simple and yet it is intricate enough to send millions of money washed down without as much as a blink. There is no doubt whatsoever after decades of strong evidence, that celebrities indeed deliver a premium in terms of impact and memorability, not only to the promotion's direct audience but also to their related sets like friends and family. The use of celebrities is a testimony to their ability to cut through the clutter and reach the brand's target audience immediately and effectively. But then, if this were the sole case, names like Michael Jackson or Md. Azharuddin would not cause many furrows. Hence, it becomes clear that any celebrity endorsement is a two-way funnel between the personality and the product wherein both take upon each other's image and responsibility. This brings us to a delicate ground wherein we need to carefully assess the impact of celebrity cajoling on consumer perception and purchase behaviour. The immediate question which comes to the mind is "Why celebrities", when the same money can be used to promote the same brand in myriad ways...
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