abhishreshthaa
Abhijeet S
The selection of an endorser is critical, as the personality of the endorser can get transferred to the brand. Hathway shirts has acquired strong image owing to presence of sophisticated and mysterious endorser. Marlboro cowboy gave macho image to the brand. Endorser may be real or fictional.
Using celebrities as brand endorser has advantages & disadvantages. Celebrity enjoys instant recognition & goodwill that can be transferred to the brand. Local celebrities can be used in local / Regional markets Ex. Pavan Kalyan for Pepsi in A.P. Celebrities can also be experts in some situations such as Michael Jordan expert in basketball shoes. The using of Film stars for Lux beauty soap and highly successful sports persons for Nike is logical and shows brand fit.
Sachin, Shahrukh Khan and Big 'B' endorse number of brands. Choosing the right celebrity & levering their qualities is important, otherwise celebrity endorsement may end up as futile exercise also involving wastage of money.
Sachin stands for style, power play, technique and excellence or performance. Sharukh Khan represents energy & entertainment and style. They cut across all demographic groups and have mass appeal.
For 'Boost' Health beverage brand fit with Sachin is excellent. Similarly, King Khan is also played role in the success of 'Santro small car' Rahul Dravid was brand endorser for Max New York life insurance, as he stands for trust, reliability, Which can be transferred to the brand. The same is the case with Steve Waugh endorsing ANP SANMAR Life insurance.
'Exide' has signed the new batting sensation MS Dhoni for his power play and talent.
John Abraham is the latest upcoming star, is endorser for brands like Yamaha, Samsung etc., because of his rugged looks, good physique and youthfulness.
Endorser stands for certain favorable values of the brand such as performance, style and reliability etc.
Using celebrities as brand endorser has advantages & disadvantages. Celebrity enjoys instant recognition & goodwill that can be transferred to the brand. Local celebrities can be used in local / Regional markets Ex. Pavan Kalyan for Pepsi in A.P. Celebrities can also be experts in some situations such as Michael Jordan expert in basketball shoes. The using of Film stars for Lux beauty soap and highly successful sports persons for Nike is logical and shows brand fit.
Sachin, Shahrukh Khan and Big 'B' endorse number of brands. Choosing the right celebrity & levering their qualities is important, otherwise celebrity endorsement may end up as futile exercise also involving wastage of money.
Sachin stands for style, power play, technique and excellence or performance. Sharukh Khan represents energy & entertainment and style. They cut across all demographic groups and have mass appeal.
For 'Boost' Health beverage brand fit with Sachin is excellent. Similarly, King Khan is also played role in the success of 'Santro small car' Rahul Dravid was brand endorser for Max New York life insurance, as he stands for trust, reliability, Which can be transferred to the brand. The same is the case with Steve Waugh endorsing ANP SANMAR Life insurance.
'Exide' has signed the new batting sensation MS Dhoni for his power play and talent.
John Abraham is the latest upcoming star, is endorser for brands like Yamaha, Samsung etc., because of his rugged looks, good physique and youthfulness.
Endorser stands for certain favorable values of the brand such as performance, style and reliability etc.