Escolar Documentos
Profissional Documentos
Cultura Documentos
BRAND BUILDING
BRAND
CELEBRITY
Actors
Models
Pop-stars
Sports Figures
Politicians
CELEBRITY ENDORSER
PRODUCT ENDORSMENT
CELEBRITY ENDORSEMENT
OBJECTIVES OF CELEBRITY
ENDORSEMENT
CELEBRITY ENDORSEMENT:
FACTORS INVOLVED
Testimonial
The celebrity acts as a spokesperson for the brand
Imported
The celebrity performs a role known to the audience
Invented
The celebrity plays a new, original role
Observer
The celebrity assumes the role of an observer commenting on the
brand
Harnessed
The celebrity's image is integrated with the ad's storyline
TYPES OF CELEBRITY
ENDORSMENTS
PERCIEVE
D
QUALITY
BRAND
AWARENE
SS
BRAND
LOYALTY
BRAN
D
EQUIT
Y
VALUE TO
CUSTOME
RS
BRAND
ASSOCIATI
ON
PROPRIET
ARY
ASSETS
VALUE TO
COMPANY
CELEBRITY
ENDORSEMENTS:
FOR INCUMBENT BRANDS
MATCH UP BETWEEN
CELEBRITY IMAGE AND
BRAND IMAGE
FAME AND POPULARITY
OF BRAND
TRUSTWORTHINESS
EXPERTISE
PHYSICAL
ATTRACTIVENESS
CELEBRITY CHOSEN
SELECTION OF
CELEBRITY
COMPATIBILITY OF
CELEBRITYS
PERSONA WITH OVERALL
Establishment of Credibility
Ensured Attention
PR coverage
Time saving
Higher degree of recall
Associative Benefit
Mitigating a tarnished image
Psychographic Connect: Demographic Connect
Mass Appeal
Providing testimony
Rejuvenating a stagnant brand
Celebrity endorsement can sometimes compensate
for lack of innovative ideas
THANK YOU