Celebrity endorsement and product branding are discussed in detail in the presentation above. The discussion comprises of several aspects regarding the theories behind endorsement, methodologies, causes and effects, choice of a celebrity and many more aspects being considered for the subject.

1. CELEBRITY
ENDORSEMENT
BY: NIKITA BHATKAR

2. CONTENT
 Definition
 Need of celebrity endorsement
 Stages of endorsement
 Strategies for endorsing a product
 Impact
 Endorsement returns
 Conclusion

3. Who is a celebrity
Celebrities are the people who enjoy public recognition by a large
share of a certain group of people and can influence life of people.
Celebrities are:
 Actors
 Models
 Sports figure
 Entertainer
 Pop star
 Business man
 Politician
 Fictional celebrities

4. Endorsement

5. Definition
Celebrity endorsement is a marketing
strategy involving the use of celebrities
to advertise for a brand with an eye on
increasing the product sales or
increasing the awareness of the brand
by leveraging the awareness levels of the
celebrity.

6. Need for endorsement
 Increase the sale.
 Establish a company or a business.
 Easily recall the product or brand.
 Attract more attention.
 To co-ordinate across diverse sets of customers.

7. Stages Defining
desired brand
image
attributes
Celebrity and
Brand story
Defining
celebrity
programmed
for brand
support

8. Basic Strategy
 To steal minimum fraction of the time
 Consumers are exposed to thousands of voices and
images
 To find a hook

9. Impact of endorsement
 Instant brand awareness.
 Attraction towards product.

10. FMCG( FAST MOVING CONSUMER GOODS )
FMCG Percentage contribution
Food and Beverages 36%
Personal care products 26%
Hair care products 13%

11. Endorsement Returns
Advantages
• Influencing consumer decision.
• It helps advertisement to stand out from clutter.
• Rejuvenating the stagnant brand.(Breathe life
into a failing brand.)
• Building brand awareness
• Connect emotionally and quickly.
• Helps to recover company’s image.

12. Disadvantages
• Change in celebrity’s image easily affects the brand image.
• Overexposure of celebrities.
• Multiple endorsement.
• Inconsistency in the professional popularity of the celebrity.

13. Conclusion

14. • Social networking, social sites and growing internet use has become
a successful tool for endorsing a product.

15. Favorable impact due to certain prime factors

16. References
• www.slideshare.com/celebrity advertising
• http://ssrn.com/ -(social science research network electronic paper
collection)
• http://en.wikipedia.org/wiki/celebrity branding
• Debiprasad mukherjee(2012). “The Impact of Celebrity Endorsement on
Brand Image”
• www.thesaurus.com
• www.quora.com