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Impact of Celebrity on Brand Acceptance & PerceptionBy:Pinaki Basu

Definition of Celebrities Celebrities are people who enjoy specific public recognition by a large number of certain groups of people.

How celebrities impact on brand acceptance and consumer perception

Important Celebrity Attributes Celebrities create image in the mind of customer.Celebrities help to brand building.Company hiring the celebrity.Getting the right celebrity to endorse the right brand.

Risks Associated With Celebrity Endorsement 1. Negative publicity 2. Overshadowing 3. Overexposure 4. Overuse 5. Extinction 6. Financial Risk

Factors To FocusCRMEmployee TrainingROIKnowledge ManagementAttitude Of Celebrities

The Meaning Transfer ModelCultureEndorsementsConsumption

Role 1Role 2Role 3CelebrityProductConsumer

Meaning AcquisitionEndorsementConsumptionStage 1Stage 2Stage 3Note:

Path of Meaning Movement

Stage of Meaning Movement

Framework to Make Effective Celebrity Endorsement ProgramAre the celebrity endorsements programs result driven?

How to quantify the value generated by the celebrity endorsements?

Are customers able to connect the brand with the celebrity?

Framework to Make Effective Celebrity Endorsement ProgramAlign Celebrity Endorsement With Business Objectives

LOWLOWHIGHHIGHAlignment with Celebrity AttributesEffectiveness of Brand Positioning

Framework to Make Effective Celebrity Endorsement ProgramMeasure and Quantify Performance.The benefits that occur from such a relationship can be categorized into two components: -Value of Hard AssetsIncrease in SalesIncrease in Market ShareValue of AssociationBrand Recognition Customer Loyalty

Framework to Make Effective Celebrity Endorsement ProgramSelection and Renewal of Contract With CelebritiesIncrease its benefits by re-examining Pre-planned negotiation strategy Understand the Competition of CelebrityUnderstand 'Celebrity' ClutterProtection Against Ambush Marketing

Evolution of Celebrity Endorsements

DimensionsAlign Celebrity Endorsement With Business Objective No Set ObjectivesPrimary Goal To Create Buzz Measurable Parameters Defined For Some ObjectivesObjectives Not Fully Aligned With The BrandCelebrity Endorsement And Business Objective Completely AlignedMeasurable Parameters Set For All ObjectivesMeasure And Quantify Performance No Measurement MethodologyNo Benchmarks Identified When Selecting Celebrity Limited Use Of Measurement MethodologiesNo Feedback Mechanism For Measurement ResultsMethodology To Measure The Effectiveness Of Celebrity EndorsementFeedback Communicated To StakeholdersSelect And Renewal Of Contract With Celebrity No Defined Selection ProcessNo Analysis Done For Contract RenewalMinimal Selection ProcessAd Hoc NegotiationWell Defined Selection ProcessNegotiation Strategy In PlaceExamples Sanjay Dutt And Rupa UndergarmentsPreity Zinta And Godrej RefrigeratorTendulkar And Tvs Victor Shah Rukh Khan And PepsiAmir Khan And Coca Cola

A Few Examples

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PRODUCTSTRONGFOR STRONG PEOPLE

Thank You