The World Of Endorsements
Celebrity endorsements are impelled by virtue. The motives of Celebrity endorsements are as follows
Brand Awareness
Brand Recall
Celebrity values define
Brand image.
Celebrities add new dimensions to the brand image.
Instant credibility or aspiration PR coverage
Lack of ideas
Convincing clients
The scope of celebrity endorsements on the brand
It encapsulates familiarity and proven reliability.
Increased user associations
Brands acquire images from the type of people who are seen using them.
Images of prestige or success are imbibed when brands are associated with glamorous personalities.
Ranking from consumer associations, newspaper editorials etc.
Brand appearance, Design of brand offers clues to quality and affects preferences.
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.
Parameters essential that can link celebrity and brand which can predict the endorsement effect.
Celebrity’s fit with the brand image.
Celebrity—Target audience match
Celebrity associated values.
Costs of acquiring the celebrity
Celebrity—Product match
Celebrity controversy risk
Celebrity popularity
Celebrity availability
Celebrity physical attractiveness
Celebrity credibility
Celebrity prior endorsements
Whether celebrity is a brand user
Celebrity profession
Some successful ongoing global endorsements are as follows:
Celebrity endorsements have been the bedrock of Pepsi's advertising.
Over the years, Pepsi has used and continues to use a number of celebrities for general market and targeted advertising, including Shaquille O'Neal, Mary J. Blige, Wyclef Jean, and Busta Rhymes, who did a targeted campaign for their Mountain Dew product.
George Foreman for Meineke. He has also sold more than 10 million Lean Mean Fat-- Reducing Grilling Machines since signing with the manufacturing company.
James Earl Jones for Verizon and CNN.
Nike golf balls, since the company signed Tiger Woods in 1996, have seen a $50 million revenue growth. Nike's golf line grossed more than $250 million in annual sales. In 2000 he renegotiated a five-year contract estimated at $125 million.
Other successful endorsements like Nike—Michael Jordan, Dunlop—John McEnroe, Adidas—Prince Naseem Hamed, and so on.
Venus Williams, tennis player and Wimbledon champion has signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.
Celebrity endorsements are impelled by virtue. The motives of Celebrity endorsements are as follows
Brand Awareness
Brand Recall
Celebrity values define
Brand image.
Celebrities add new dimensions to the brand image.
Instant credibility or aspiration PR coverage
Lack of ideas
Convincing clients
The scope of celebrity endorsements on the brand
It encapsulates familiarity and proven reliability.
Increased user associations
Brands acquire images from the type of people who are seen using them.
Images of prestige or success are imbibed when brands are associated with glamorous personalities.
Ranking from consumer associations, newspaper editorials etc.
Brand appearance, Design of brand offers clues to quality and affects preferences.
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.
Parameters essential that can link celebrity and brand which can predict the endorsement effect.
Celebrity’s fit with the brand image.
Celebrity—Target audience match
Celebrity associated values.
Costs of acquiring the celebrity
Celebrity—Product match
Celebrity controversy risk
Celebrity popularity
Celebrity availability
Celebrity physical attractiveness
Celebrity credibility
Celebrity prior endorsements
Whether celebrity is a brand user
Celebrity profession
Some successful ongoing global endorsements are as follows:
Celebrity endorsements have been the bedrock of Pepsi's advertising.
Over the years, Pepsi has used and continues to use a number of celebrities for general market and targeted advertising, including Shaquille O'Neal, Mary J. Blige, Wyclef Jean, and Busta Rhymes, who did a targeted campaign for their Mountain Dew product.
George Foreman for Meineke. He has also sold more than 10 million Lean Mean Fat-- Reducing Grilling Machines since signing with the manufacturing company.
James Earl Jones for Verizon and CNN.
Nike golf balls, since the company signed Tiger Woods in 1996, have seen a $50 million revenue growth. Nike's golf line grossed more than $250 million in annual sales. In 2000 he renegotiated a five-year contract estimated at $125 million.
Other successful endorsements like Nike—Michael Jordan, Dunlop—John McEnroe, Adidas—Prince Naseem Hamed, and so on.
Venus Williams, tennis player and Wimbledon champion has signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.