:
"A sign of a celebrity is that his name is often worth more than his services.”
- Daniel J Boorstin
- Thesis - :
- Thesis - To make the brand more recognizable on the market companies should attract celebrities
Celebrity endorsements are impelled by virtue of the following motives: :
Celebrity endorsements are impelled by virtue of the following motives: Instant Brand Awareness and Recall.
Celebrity values define, and refresh the brand image
Celebrities add new dimensions to the brand image
Instant credibility or aspiration PR coverage
Lack of ideas
Convincing clients
Advantages of a celebrity endorsing a Brand :
Advantages of a celebrity endorsing a Brand Establishment of Credibility
Ensured Attention
PR coverage
Higher degree of recall
Associative Benefit
Mitigating a tarnished image
Psychographic Connect
Mass Appeal
Celebrity endorsement can sometimes compensate for lack of innovative ideas
Slide 6:
“The health of a brand can definitely be improved up to some extent by celebrity endorsement. But one has to remember that endorsing a celebrity is a means to an end and not an end in itself.”
Slide 9:
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.
Slide 11:
“Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy”
Thank you for your attention :
Thank you for your attention Anna Akimova
Maria Stepanova
Zarina Sagimbaeva
Anna Rodina