Celebrity endorsement is a common phenomena in todays world where celebrities as widely known individuals are gaining more and more importance and fan following. In celebrity endorsements, the firm establishes a contract with the celebrity for a given time period wherein the celebrity provides support to the firm and its product. The support can be in the form of advertisements or promotions.
One of the crucial factors important to the firm while carrying out celebrity endorsement is the effect it has on the brand image. A Brand has its own image and personality and the image and personality of the celebrity should match that of the firm. Example includes Roger federer for Rolex or Penelope cruz for L’Oreal. Also because of celebrity endorsement, the brand gains a unique following towards the product which competitors may not be able to imitate.
Marketing implications of Celebrity Endorsement
A celebrity endorsement provides an alternative to creative ads. Where creative ads are more prone towards logic or humour, celebrity endorsements mainly focus on the strengths of the celebrity and more often, it mainly tends to make the celebrity speak directly to the public “I use this brand, do you” and in essence the celebrity is speaking to his loyalists – “I am using this brand and so should you”.
However, the marketer also has to take care about the reputation of the endorser and should prefer to stay with a celebrity which has a stable image and not that the image of the celebrity changes every few weeks. Michael jordan, Sachin Tendulkar and Michael Schumacher are celebrities whose images are stable and are hard to change. Thus for leading organizations, they are one of the most preferable endorsers.
Any other favorite celebrity endorsement you would like mentioned here? Feel free to comment.
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About Hitesh Bhasin
