Indian Brands Positioning

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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
The TEARS Model
• Trustworthiness: For example - Legendary actor Amitabh Bachchan who is an icon of trust; promoting ICICI Bank. • Expertise: For example - Golfer Tiger Woods for a sports brand. • Attractiveness: For example - Tennis player Anna Kournikova who earns 10 Million dollars per year in just endorsement. • Respect: For example - Former Miss World Aishwarya Rai and the Eye donation campaign. • Similarity: For example - a child artist promoting a chocolate brand.

Kinds of Celebrity-hood – Their Impact on Brands
• Product Placements While the movie 'Taal' brandished Coke bottles unabashedly

Kinds of Celebrity-hood – Their Impact on Brands
• Celebrities Co-Owning the Brand Madhuri Dixit and Emami 'Beauty secrets by Madhuri' range • Fictional Heroes Shaktimaan has sold Parle-G, and Popeye single-handedly revived the consumption of spinach in the US.

Kinds of Celebrity-hood – Their Impact on Brands
• No More but Celebrities Still
campaigns created around a dead personality was the 'Kar lo duniya muthi mein' campaign for Reliance featuring Dhirubhai Ambani

• Page 3 Celebrities

Kinds of Celebrity-hood – Their Impact on Brands
• Celebrities for a Cause The Pulse Polio campaign being coordinated by UNICEF for the Ministry of Health and Family Welfare had Amitabh Bachchan and Sachin Tendulkar • Spoofing Mirinda spoofed the Hutch puppy (a celebrity in its own right).

Kinds of Celebrity-hood – Their Impact on Brands
• Mascots Ronald McDonald, the Amul girl

• Men are from Mars, Women from Venus John Abraham lends his rugged image to Yamaha bikes while Priety Zinta lends her cute dimples to peddle Scooty.

Kinds of Celebrity-hood – Their Impact on Brands
• Celebrities Lending their Name to Brands Sharukh Khan, Amitabh Bachchan and Rekha have perfumes named after them • Company Owners Being Celebrities Vijay Mallaya and a Richard Branson who are walking talking celebrities and endorse their own brands through their extravagance,...
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