CELEBRITY ENDORSEMENT

• BRAND AMBASSADORS TOWARDS PRODUCT PROMOTION

BY:A.DEEPAK RAM(13MB208)

P.SAI AMRITH (13MB216)• A.DE

CAMPAIGNS TOWARDS SOCIETY:

1.TARGET CUSTOMERS 2.CAPTURE MARKET SHARES

3.PENETRATE MARKETS 4.LAUNCH ON ATTACK ON COMPETITORS

5.MARKET DOMINATION

1.TARGET CUSTOMERS 2.CAPTURE MARKET SHARES

3.PENETRATE MARKETS 4.LAUNCH ON ATTACK ON COMPETITORS

5.MARKET DOMINATION

Creating a leadership brand ambassador…..

EVOLVING THINKING

Principles and competencies: Posses knowledge, skill and ability

Leadership:

Results:Leadership is about getting results

Brand: Leadership is an identity throughout the organization

Leadership is not a person but a brand

Leader is not a person but a brand ambassador

LEADERSHIP BRAND AMBASSADORS

Character :Honesty, trust, commitment, consistency (Develop and sustain market positions)

Endeavor: Strategic clarity, innovative and decisive(Social responsibility)

People respect: brings out the humanness and elevates the environment in which we work

Communications: Simple and compelling – connect emotionally

with customers(Cross borders, geographical and cultural)

What makes a successful leadership in brand ambassador?

• Confident, lively, approachable, trustworthy, leader, contemporary. • strong group influence, must figure out how to reach people within a reference group,

because of special skill,knowledge,personality,or other characteristics, exerts social influence on others.

Brand personality

Brand ambassadors

Who spreads the word about their products

Brand ambassadors personality traits 1.Sincerity

2.Excitement

3.Competence

4.Sophistication

5.Ruggedness

Brand

Name,term,sign,symbol or design or combination of these.

• Branding add value to product.

• Speaks about quality & consistency.

Tiger Woods brandishing a TAG Heuer watch or let it be Nicole Kidman in Chanel adverts, companies all over the world willingly pay big bucks to celebrities in order to have a famous face associated with their products.

.

Why Celebrities ?

• Celebrity endorsement helps to position and re-position existing brands.

• Brings global awareness to a brand.

• Promote a brand’s product and appeal.

• Contributes extensive PR advantage and opportunities for brands.

• All about transferring the value from a person to the product he/she endorses.

• Can be used in several ways to endorse a luxury fashion brand or show an

association with the brand

• Famous personalities are a major influence for our lifestyles so we always read the

news related to what they wear.

• Establishes Credibility• Attracts Attention• Associative Benefit• Psychographic Connect• Demographic Connect

Six uses of celebrity endorsement

BRANDS AND THE CELEBRITIES

Indians like to associate themselves with their icons.

Brand Ambassadors bring their endorsements into

limelight.

The trick of the company

Brand Ambassadors became attention grabber..

• Mostly, celebrities promote clothing brands or footwear or perfume lines. Celebrity’s

brands usually have high sales because people enjoy adapting famous people’s style.

• A brand ambassador is a celebrity used to help advertise a product or service.

• They motivate consumers.

• They increase awareness. • They create positive feelings towards brands,

connect user to brand.

• They are used as fire fighters.

Indian Consumer Mentality

They look up to certain public faces and aspire to be one among them.

Brand Ambassadors connect with a sense of attachment.

Brands have temptation to use celebrity ambassadors.

Different stages of consumer purchase decision making

Problem Recognition

Information Search

Generation of Alternatives

Evaluation of Alternatives

Purchase Decision

Post Purchase Decision

BRAND AMBASSADOR

CONSUMER

Influence of celebrity endorsee on purchase decision

Agree

Disagree

Strongly Agree

StronglyDisagree

Undecided

42%

26%

6%

15%

11%

Effectiveness depends on the existence of a 'fit‘

Effective match:

Reid & Taylor and Amitabh Bachhan,

Accenture and Tiger Woods

Establishing a Perfect Match

Brand ambassador is not only about a personality to achieve marketing of the product .It should make your customer believe that your business is the perfect solution for their needs and the best choice in this tough competition.

FOLLOWERS

Dearth of salesmanAmitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can sell anything to India, and to Bharat.

.

Revolutionized the psychological trend of using Cadbury from 5-55age group.

‘A gift that helps foster relationships’.

In 1980's Kapil dev was used for "Boost" energy drink Television ads. In 1990's Sachin Tendulkar replaced Kapil. Now, Mahendra Singh Dhoni replaced Tendulkar.

Cadbury Celebrations has been driving the message of ‘A gift that helps foster relationships’

‘Coca-Cola Open Happiness’ is all about inviting all type of people to welcome small moments of joy & happiness into their lives

• Brand ambassador provide a vehicle for customers to express their own identity.

• He is a metaphor who suggests the kind of relationship that customer has with brand.

• He must serve to represent and cue functional benefits and product attributes well.

CONCLUSION :

THANK YOU....